Eggoz has appointed actor Boman Irani as its brand ambassador and launched a new campaign conceptualised by ANC to mark the association.
Set in an office, the campaign features Irani as a boss who returns from lunch, setting off a series of quick-paced and humorous reactions among employees. The film uses the idea of the ‘Eggoz effect’ to connect eating eggs with energy and an uplifted mood.
The campaign showcases different ways of having eggs, including bhurji, omelettes and sunny-side-up eggs, while building its creative platform around the expression ‘Sunny Side Up’.
According to Abhishek Negi, Co-founder and CEO, Eggoz, Irani’s warmth and humour made him a natural fit for the brand. He said the campaign aims to capture the idea that a good egg can change the mood of an entire meal.
Boman Irani said the everyday nature of eggs and the campaign’s light-hearted approach attracted him to the association, adding that the film highlights how small things on the plate can brighten the day.
Shivan Nair, Head of Marketing, Eggoz, said the campaign was designed to make the everyday egg more memorable while using Irani’s humour and personality to establish a stronger consumer connection. He described the ‘Eggoz effect’ as an expression of the brand’s belief that good food can lift the mood of the day.
Samarjeet Shimpi, CEO, ANC, said the creative approach was built around giving Eggoz an emotional space in the egg category. The agency positioned the brand around being “delightful and full of energy”, leading to the ‘Sunny Side Up’ platform.
The campaign forms part of Eggoz’s broader positioning around nutrition and everyday food consumption, with the brand highlighting its fresh dispatch model, sourcing practices and product quality.