Ghodawat Consumer, the fast-growing FMCG arm of the Sanjay Ghodawat Group, has launched an exciting new campaign for its Star Refined Oil range, featuring Bollywood star Raveena Tandon.
The campaign, “Barso Ka Bharosa – Ab Nayi Pehchan Ke Sath”, arrives just in time for the festive season and focuses on building a stronger connection with consumers while emphasizing the brand’s long-standing commitment to delivering quality.
Raveena Tandon, a household name and Padma Shri awardee, is a perfect fit for the campaign. Her enduring appeal from her Bollywood days makes her an ideal brand ambassador, evoking nostalgia while still connecting with modern consumers. According to Shubham Shukla, Ghodawat Consumer’s marketing head, “Raveena brings authenticity to the campaign, which aligns perfectly with the values of Star Refined Oil. Her presence not only strengthens our brand equity but also helps us tap into the emotional connection families have with food and cooking.”
With over two decades in the market, Star Refined Oil is a trusted name in households across key regions like Maharashtra, Karnataka, and Goa. The latest campaign marks a brand refresh, complete with a new logo and revamped packaging, giving the product a more premium look. This refreshed identity is intended to reinforce Star Refined Oil’s place in the kitchen as a reliable, quality-driven product, while appealing to both long-time and new customers.
The Star Refined Oil line includes a range of oils such as sunflower, soybean, and cottonseed, catering to various cooking needs. Available in 1-litre, 5-litre, and 15-litre sizes, these options ensure flexibility for families of all sizes, enhancing their culinary experiences with pure, high-quality oils.
Director of Ghodawat Consumer, Salloni Ghodawat, shared her vision behind the campaign: “Our aim with the refreshed branding is to create a stronger emotional bond with families across India. Star Refined Oil is more than just a cooking essential; it’s a partner that ensures every meal is both delicious and pure. We are focused on making Star a regional champion over the next five years.” The company has cemented its presence in major markets like Kolhapur, Sangli, Ichalkaranji, Ratnagiri, Belgaum, Hubballi, and Pune, ensuring that Star Refined Oil remains a go-to brand in these areas.
The new campaign takes a multi-channel approach to ensure maximum reach and engagement. Commercials featuring Raveena’s personal cooking moments will be broadcast on television and YouTube, showcasing how Star Refined Oil plays an integral role in preparing meals for her family. Additionally, interactive social media content on Instagram and Facebook, including live cooking sessions and contests, will drive community engagement, encouraging consumers to share their own culinary creations using Star Refined Oil.
To further amplify the campaign’s impact, Ghodawat Consumer has invested in targeted ads in regional magazines, as well as prominent hoardings in high-traffic areas to increase brand visibility. In-store promotions and eye-catching displays will entice shoppers to try Star Refined Oil, with offers that highlight its unmatched quality and purity.
Shukla explained the campaign’s strategic breakdown: “We’ve allocated 20% of our marketing budget for creative production and 80% for distribution across various platforms. Out of that, 60% will focus on long-term brand-building initiatives, while 40% will be allocated towards direct sales promotions.” This balanced strategy is designed to foster lasting consumer relationships while driving immediate sales growth.
At the heart of the campaign is Ghodawat Consumer’s unwavering commitment to providing high-quality products. The “Barso Ka Bharosa” tagline highlights the trust that consumers have placed in Star Refined Oil for years, while the new packaging and branding bring a fresh, modern appeal. The campaign is all about reinforcing the brand’s core promise—delivering purity and quality in every drop.
With the festive season upon us, Star Refined Oil stands out as the perfect choice for families looking to prepare their celebratory meals with a product they can trust. Whether it’s frying, sautéing, or adding the finishing touch to a dish, Star Refined Oil promises to elevate every culinary experience.
As this campaign rolls out across various channels and regions, Ghodawat Consumer is set to strengthen its position in the edible oil market, with Raveena Tandon’s endorsement adding a touch of star power that resonates with audiences across generations.
