Tamil Nadu : Be-Rite Sunflower Oil, in collaboration with Dentsu Creative Webchutney, has launched its latest regional campaign in Tamil Nadu titled ‘Rite’ah Yosinga, Be-Rite Vaangunga’ (Think Rite, Buy Be-Rite). The campaign aims to encourage thoughtful consumer choices when it comes to cooking oil, while reinforcing the brand’s core promise — a light oil that absorbs less into food, making everyday meals both delicious and guilt-free.
The campaign has been conceptualised and executed by Dentsu Creative Webchutney, with a strategy designed to resonate across a wide spectrum of consumers — from the health-conscious younger generation to older audiences who value tradition and wellness. It also aligns with Be-Rite’s broader business goals for the year, which include growing brand presence in Tamil Nadu, increasing category share, and building memorable brand assets to drive both trial and repeat purchase.
At the heart of the campaign is a new film featuring National Award-winning actor M.S. Bhaskar, bringing warmth and relatability to a Tamil household setting. Through a humorous portrayal of family dynamics and the irresistible charm of home-cooked food, the story highlights Be-Rite as the ideal oil that lets people indulge more without the guilt of excess oil consumption.
Indrajeet Mookherjee, CEO, Dentsu Creative Webchutney, commented, “Our task was to go beyond functional benefits and create a campaign that positions Be-Rite within everyday conversations. By integrating the brand’s unique value proposition of lightness into the familiar family moments that every Tamil household can relate to, we believe we have constructed a narrative that is not only memorable but also emotionally resonant.”
Chandra Shekhara Reddy, Sr. Vice President, Sales & Marketing – GEF India, added, “With this campaign we wanted to enforce a simple and powerful truth – that at the end of the day, food is about joy. And choosing the right oil can let families enjoy more of what they love, without the guilt.”
Chetan Pimpalkhute, Head, Marketing – GEF India, noted:
“In every Tamil household, there’s always space for one more serving. But often, people hold back for fear of overeating. That’s the insight we tapped into for this film, where Be-Rite oil empowers our consumers to cook more with less oil, without worrying about extra calories. We were confident that this simple, yet powerful thought would strike a chord with our audience.”
The campaign is being rolled out via a multimedia-integrated strategy across television, digital, social media, print, and radio. The brand has kicked off a high-impact festive burst on television, followed by sustained engagement activities to ensure a consistent presence in key Tamil Nadu markets.
With this campaign, Be-Rite is not only reinforcing its positioning as a smart choice for modern kitchens, but also delivering a culturally rooted message that food, when made right, brings people together — without compromise.
