MUMBAI: Ghodawat Consumer, an FMCG wing of the Sanjay Ghodawat Group, has officially launched a new campaign for Star Refined Oil, starring actress Raveena Tandon, timed for the festive season. The campaign, titled ‘Barso Ka Bharosa – Ab Nayi Pehchan Ke Sath’ aims to connect with consumers and reinforce the brand’s dedication to quality.
Star Refined Oil has been present for more than two decades targeting key markets such as Maharashtra, Karnataka, and Goa. The campaign features a brand refresh with a new logo and packaging design that enhances its premium appeal. The product line includes sunflower, soybean, and cottonseed oils in convenient packaging sizes of 1 litre, 5 litres, and 15 litres that cater to a variety of culinary demands. Star Refined Oil added that it has established a solid presence in key regions, including Kolhapur, Sangli, Ichalkaranji, Ratnagiri, Sindhudurg, Satara, Belgaum, Hubballi, Dharwad, Nashik, Pune, and Mumbai.
Salloni Ghodawat, director Ghodawat Consumer said, “With our refreshed identity, we aim to connect deeply with families across India. Star Refined Oil is not just a product; it’s a trusted partner in every kitchen, ensuring delicious and pure meals. We are focused on making Star a Regional Champion in the next five years.”
The company explains that Tandon is an actress and a Padma Shri awardee. Ever-green as the ‘Queen of Bollywood’ from the 90s this creates an emotional connection with consumers, making her an ideal brand ambassador. Shubham Shukla, marketing head Ghodawat Consumer outlined the campaign’s strategic approach; “Our overall strategy allocates 20% of our marketing budget for creative production and 80% for platform distribution. Out of that, 60% will be dedicated to brand-building initiatives to foster long-term consumer relationships, while 40% will focus on sales promotions. Partnering with Raveena brings a fresh perspective to Star Refined Oil, and her authenticity will strengthen our brand equity.”
Star Refined Oil campaign incorporates amulti-channel approach aimed at maximizing reach and engagement across various platforms. Commercials featuring Raveena’s personal cooking experiences will air on TV and YouTube, while social media platforms like Instagram and Facebook will showcase interactive content, including live cooking sessions and user-generated contests to enhance community engagement. Targetted ads in regional magazines, alongside strategic hoardings in high-traffic areas, will further boost brand visibility. In-store displays and promotional deals aim to encourage shoppers to try Star Refined Oil by highlighting its quality.
