MUMBAI: Condiments brand Nilon’s has rolled out a new campaign - Isme Pyaar Mila Hai, highlighting the brand products across television and digital platforms with Pankaj Tripathi as its face. The campaign consists a series of quirky and comical ad films that highlight the superior quality ingredients and attention to the smallest detail that the processed food company employs.

In the films, conceptualised by Ogilvy, Tripathi plays the role of a foodie gangster, obsessed with cooking who uses his culinary skills and loving tactics in various outrageous situations, like giving the police a slip, getting hold of information from a captive rival or ensuring that a guest leaves only after eating a meal. Each film ends with the message ‘Isme Pyaar Mila hai.’ (This contains love).

Nilon’s MD Dipak Sanghvi said, “Whenever you see Pankaj ji’s shows or movies, it never seems like he’s acting, since it comes so naturally to him. Similarly, at Nilon’s, making topmost quality products with passion comes naturally to us. What made us choose Pankaj Ji as our brand proponent was the shared passion for doing things well along with the secret ingredient called love. This also led us to choose our tagline, ‘Isme Pyaar Mila hai’.”

Ogilvy India-West managing partner- creative Anurag Agnihotri said, “Nilon’s was going to create brand communication after a very long time hence what was required most was achieving high recall and memorability. For a category that mostly talks to homemakers, we introduced Pankaj Tripathi, a very unlikely candidate into the mix but as a food-loving gangster who spreads the message of love through his love for cooking. We hope these ads will be memorable.”