Mumbai:VML India, WPP’s leading marketing transformation company, has launched a vibrant new festive campaign for Tirupati Edible Oils by NK Proteins, reimagining the iconic track ‘Breathless’ with a fresh rendition by Siddharth Mahadevan, son of legendary composer and singer Shankar Mahadevan.
Timed with the onset of India’s festive season, the campaign taps into the emotional and culinary richness of the celebrations — a time when indulgence peaks but so do concerns around health. Tirupati Edible Oils steps in to shift this narrative, positioning itself as a cooking essential that enables guilt-free indulgence.
A Breathless Gourmet Ride
The centerpiece of the campaign is a reinterpreted version of ‘Breathless’, transformed into a fast-paced, joyful anthem that captures the non-stop rhythm of festive feasting. Siddharth Mahadevan’s rendition complements the storytelling, delivering both nostalgia and a fresh burst of energy, while conveying Tirupati’s promise of healthier celebrations.
“At NK Proteins, we believe festivals are moments of joy, togetherness, and indulgence — with food at the heart of every celebration. But even in the festive rush, health should never take a back seat. Tirupati Edible Oils strikes the perfect balance. Fortified with essential vitamins and nutrients, our oils ensure that festive favorites remain not just delicious, but also lighter and guilt-free,” said Shaileen Patel, General Manager – Business Development & Marcom, NK Proteins. “Festivals offer a powerful opportunity to connect with families when they are most emotionally engaged, and this campaign captures that spirit beautifully. By reimagining ‘Breathless’, we’re celebrating the joy of non-stop festive feasting, made healthier with Tirupati. After all, Har Tyohar Healthy Happy, Jab Tel Ho Tirupati. This film brings that promise to life with emotion, energy, and authenticity.”
VML’s Creative Vision
VML India’s creative reimagination reflects its commitment to blending insight-driven storytelling with cultural relevance. The campaign highlights Tirupati Edible Oils not just as a cooking product, but as a brand that understands the values of Indian families and their desire for balance — taste, health, and joy.
“At VML, we value partnerships rooted in trust and shared purpose. Our association with NK Proteins on the festive campaign of Tirupati Edible Oils is a perfect example of that. Together, we’ve crafted a story that celebrates family, food and wellbeing — a creative idea that connects emotionally and encourages healthier celebrations,” said Babita Baruah, CEO – VML India.
A Festive Film that Resonates
Launched to coincide with the festive season, the ‘Breathless’ film is now live and capturing audience attention for its relatable narrative, energetic pace, and health-forward messaging. The campaign underlines Tirupati’s role in making every festive moment “Healthy Happy”, proving that joy and wellbeing can go hand in hand.
Film Credits:
- Client – NK Proteins Pvt. Ltd.
- Brand – Tirupati Edible Oils
- Agency – VML India
- Production House – Hogarth Worldwide
- Managing Director, NK Proteins – Priyam Patel
- General Manager, Business Development & Marcom – Shaileen Patel
- Brand Team – Umedsinh Solanki & Vivek Bhatt
- Agency Leadership – Vijay Jacob Parakkal
- National Creative Director – Arjun Mukherjee
- Creative Team – Moeinuk Sengupta, Kaushik Roy, Sumit Das, Pritha Ghosh, Anirban Sengupta, Ananyo Banerjee, Bodhisattwa Banerjee
- Account Management – Soumya Chattopadhyay, Arko Majumdar, Arighna Goswami, Araghni Banerjee
- Account Planning – Ayan Banik & Antara Dey
- Director – Alok Kulkarni
- Singer – Siddharth Mahadevan
- Music Director – Aman Pant
- Producers – Meherzad Contractor, Ashish Nandal, Riddho Roy
