The regional campaign celebrates the joy of food and family, highlighting Be-Rite’s promise of a light, less-absorbent oil for guilt-free indulgence.
National, October 2025 — Be-Rite Sunflower Oil, in collaboration with Dentsu Creative Webchutney, has launched a new regional campaign in Tamil Nadu titled ‘Rite’ah Yosinga, Be-Rite Vaangunga’ (Think Rite, Buy Be-Rite). The campaign encourages consumers to make thoughtful, health-conscious choices while staying true to their love for traditional, flavourful food.
Conceptualised and executed by Dentsu Creative Webchutney, the campaign aims to connect with a diverse audience—appealing to younger consumers who seek mindful choices as well as older generations who value health and heritage. It also aligns with Be-Rite’s larger vision for the year: strengthening brand visibility in Tamil Nadu, expanding market share, and building strong brand recall to drive both trial and repeat purchases.
The campaign film features National Award-winning actor M.S. Bhaskar and captures heartwarming, humorous moments inside a Tamil household. The scenes showcase family members indulging in their favourite home-cooked dishes, often going back for second helpings. The story culminates with Be-Rite’s central promise — a light oil that absorbs less into food, allowing families to cook and enjoy more without guilt.
To ensure maximum impact, the campaign has adopted a multimedia-integrated strategy spanning television, digital platforms, social media, print, and radio. It kicks off with a festive television burst, followed by sustained activities across Tamil Nadu’s key markets to maintain consistent brand engagement.
Commenting on the campaign, Indrajeet Mookherjee, CEO, Dentsu Creative Webchutney, said,
> “Our task was to go beyond functional benefits and position Be-Rite within everyday conversations. By integrating the brand’s unique value proposition of lightness into familiar family moments, we’ve created a narrative that’s both memorable and emotionally resonant.”
Chandra Shekhara Reddy, Sr. Vice President, Sales & Marketing – GEF India, added,
> “We wanted to communicate a simple truth — food is about joy. Choosing the right oil can help families enjoy more of what they love, without guilt.”
Chetan Pimpalkhute, Head, Marketing – GEF India, further explained,
> “In every Tamil household, there’s always room for one more serving. Be-Rite empowers consumers to cook more with less oil, letting them indulge freely while staying mindful about health.”
About Be-Rite Sunflower Oil:
Be-Rite is a premium sunflower oil brand under GEF India, committed to promoting healthy and joyful eating experiences. Known for its light, less-absorbent formulation, Be-Rite continues to redefine everyday cooking with its blend of quality, innovation, and authenticity.
