Saffola is now the flagship brand in the edible oils category for Marico with strong health associations. It commands a premium in the competitive Indian market where oils are used extensively in food preparation. However, there was a time when the brand hit a plateau and the brand had to reinvent itself. From 1990 onwards, growth was steady for over a decade. At the turn of the century in 2001, sales stagnated and with increasing competition, the future looked bleak. Faced with stagnating sales in 2001, Saffola had launched an advertising campaign. The marketing team went back to the drawing board to develop a new campaign, keeping in mind the lessons learnt from the 2001 campaign. The team developed a fresh campaign which was successful. In this project, a case study has been developed out of Marico's experience.