Dentsu Creative Webchutney has teamed up with Gemini Edibles & Fats India Ltd. (GEF) to unveil an innovative new campaign for Be-Rite Sunflower Oil, aiming to make a memorable impact as the brand steps into the competitive Tamil Nadu market.
This strategic expansion marks a significant moment for GEF as it seeks to introduce its popular edible oil product to Tamil households for the first time, bolstering its reach in Southern India.
In March 2024, Dentsu Creative Webchutney secured Be-Rite’s full creative mandate, handling all aspects of branding, communications, and marketing for the campaign. The launch kicked off with an engaging teaser phase that cleverly played on the brand’s name, asking, “What is the opposite of wrong?” This thought-provoking teaser, aired on popular television channels across Tamil Nadu, sparked curiosity among viewers, priming the audience for the campaign’s grand reveal.
The official launch features a heartwarming and comedic film, starring celebrated Tamil actor M.S. Bhaskar, which portrays the amusing interactions between a playful child and a witty shopkeeper. The ad, narrated in “Tanglish”—a blend of Tamil and English—uses humor and cultural nuances to connect with local audiences, particularly Tamil homemakers and shopkeepers, who are central to the brand’s market positioning.
Be-Rite Sunflower Oil is presented as the ideal choice for Tamil families seeking a premium, reliable cooking oil to enhance daily meals. With its focus on quality, the campaign aims to highlight Be-Rite’s alignment with health and taste, making it a compelling option for a wide range of cooking styles and preferences.
Chandra Shekhara Reddy, Senior Vice President of Sales & Marketing at GEF India, emphasized the need for a distinct campaign in a new and highly competitive market. “Introducing Be-Rite in Tamil Nadu required a unique approach to create an immediate impact. This campaign has successfully captured attention and curiosity, and early feedback from the market shows we are making strides in the right direction.”
Chetan Pimpalkhute, Head of Marketing at GEF India, expressed excitement over the campaign’s resonance with local consumers. “Our insights revealed that a hint of mystery would be effective, and it’s rewarding to see our strategy resonate with the Tamil Nadu audience. The characters in the campaign have made a strong first impression, and we’re thrilled by the positive response.”
Indrajeet Mookherjee, President of Dentsu Creative India, shared insights on the campaign’s approach, stating, “Tamil Nadu is a highly competitive market with numerous well-known cooking oil brands. Our challenge was to create something distinct that could stand out. By playing on the concept of ‘Be-Rite,’ we crafted a story that’s both attention-grabbing and emotionally engaging. The response has been fantastic, and we’re excited to keep building on this momentum.”
The campaign, now actively running across major TV channels, YouTube, and social media, is well-positioned to introduce Be-Rite Sunflower Oil as a staple in Tamil Nadu’s kitchens. By blending local flavor, humor, and cultural relevance, the brand is poised to create a lasting connection with its target audience, setting the stage for a successful entry into the Tamil market
