Chennai: Dentsu Creative Webchutney, in collaboration with Gemini Edibles & Fats India Ltd. (GEF), has launched an exciting new campaign to introduce Be-Rite Sunflower Oil to the Tamil Nadu market. This marks a significant milestone for GEF, as the company enters Tamil Nadu with its flagship edible oil brand, signaling an important phase in its expansion strategy.
Awarded Be-Rite’s integrated creative mandate in March 2024, Dentsu Creative Webchutney has taken charge of all branding, communication, and marketing efforts for the campaign. The first phase of the campaign began with a clever teaser that asked the intriguing question: ‘What is the opposite of wrong?’ The week-long teaser, aired across major TV channels, successfully built curiosity and set the stage for the brand’s big reveal.
The official launch film introduces the product with heartwarming and humorous interactions between a mischievous child and a witty shopkeeper, portrayed by iconic Tamil actor M.S. Bhaskar. The campaign is grounded in local culture and humor, leveraging Tanglish—a playful blend of Tamil and English. This cultural touchpoint resonates deeply with the local audience, ensuring a strong connection with Tamil homemakers and shopkeepers in a competitive market.
The narrative positions Be-Rite Sunflower Oil as the obvious choice for consumers, offering a high-quality cooking oil solution that perfectly fits into the daily lives of Tamil families. By combining authenticity, humor, and the local dialect, the campaign reinforces the brand’s commitment to making the right choice for healthier, tastier meals.
Chandra Shekhara Reddy, Senior Vice President of Sales & Marketing at GEF India, commented, “As we launched Be-Rite in a new, competitive market, we knew we needed to do something different to make an impact. This campaign has successfully sparked intrigue and curiosity, and the early market feedback shows that we’ve made the right choice.”
Chetan Pimpalkhute, Head of Marketing at GEF India, added, “Our market insights pointed to the power of intrigue, and we’re thrilled to see it resonate with the Tamil Nadu audience. The characters we introduced in the campaign have created a memorable first impression, and we’re excited to see the response.”
Indrajeet Mookherjee, President of Dentsu Creative India, said, “Tamil Nadu is a highly competitive market with several established cooking oil brands. The challenge was to disrupt the market and announce Be-Rite’s launch in a unique way. By leveraging the brand’s name—‘Be Rite’—we developed a compelling narrative that not only got attention but also made an emotional connection. The response from both consumers and trade has been overwhelmingly positive, and we’re excited to build on the momentum we’ve already created.”
With the campaign now live on major TV channels, YouTube, and social media platforms, Be-Rite Sunflower Oil is poised to make a strong entry into Tamil Nadu, capturing the hearts of consumers with its innovative blend of local charm and humor.
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