Dalmia Continental Pvt Ltd (DCPL), owners of Leonardo Olive Oil, recently announced a brand new campaign to be kicked off this festive season for its flagship product. DCPL plans to spend a total of Rs 60 crore towards its marketing initiatives in the 5 years from 2011-12 to 2015-16. To this end, it has signed on one of India's leading ad agencies, Euro RSCG, to design communications for a path-breaking launch campaign. The creative campaign designed by Euro RSCG is pegged on the slogan 'Join the Change. Go Indiano'. It is conceived as a movement, an advancement, a change. The word 'Indiano', which means 'Indian' in the Italian language, stands for an entire lifestyle of eating healthy and living well, the way the Italians do, but in an Indian context.