Kochi: GRB Ghee has launched a new integrated brand campaign featuring Malayalam cinema icon Manju Warrier. More than a celebrity endorsement, the collaboration is a tribute to Kerala’s deep-rooted culinary traditions and the emotional connection Keralites share with their food.
Tapping into nostalgic and culturally rich moments—like the aroma of a grandmother’s dosa, Onam feasts, and family meals steeped in love and tradition—the campaign film positions GRB Ghee as not just an ingredient, but a bridge between generations and values.
“For us, Kerala represents not just customers, but connoisseurs of heritage,” said Bala Karthik, Director at GRB. “Malayalee consumers don’t just buy products—they embrace experiences that reflect their cultural identity. The state is home to evolved, discerning consumers who value authenticity, purity, and quality. At GRB, we have always respected these expectations and worked to exceed them. This campaign featuring Manju Warrier is our sincere tribute to the refined culinary sensibilities of Kerala.”
With this campaign, GRB Ghee aims to deepen its emotional resonance with consumers in Kerala through culturally nuanced storytelling, reflecting the state’s preference for quality, trust, and heritage-led products.
“GRB Ghee is more than a kitchen staple—it represents purity, trust, and a deep emotional connection to our way of life,” said Manju Warrier. “I’m proud to associate with a brand that understands the emotions behind everyday meals and the cultural significance of food in Kerala.”
