Campaign Introduces Be-Rite Sunflower Oil, Stirring Up the Tamil Nadu Market with ‘Tanglish’ Charm
Mumbai: Dentsu Creative Webchutney, in partnership with Gemini Edibles & Fats India Ltd (GEF), has launched a new campaign to introduce the brand’s Be-Rite Sunflower Oil to the Tamil Nadu market. This campaign marks GEF’s first venture into the Tamil market, signalling an exciting new chapter for the Hyderabad-based leader in edible oils and specialty fats.
Awarded Be-Rite’s integrated creative mandate in March 2024, Dentsu Creative Webchutney is managing the full spectrum of Be-Rite’s branding, communication, and marketing efforts. This campaign rollout encapsulates their strategic approach to engaging consumers with memorable storytelling and creativity.
The campaign, launched in two phases, teases and delights audiences with an intriguing question: ‘What is the opposite of wrong?’ The week-long teaser phase aired across leading TV channels, igniting curiosity and setting the stage for the big reveal. The product’s official introduction film showcases a series of heartwarming and humorous interactions between a mischievous child and a witty shopkeeper, played by beloved Tamil actor M.S. Bhaskar.
Leveraging the unique charm of Tanglish—a blend of Tamil and English—the campaign cleverly taps into local humour, creating a deeper connection with consumers. It positions Be-Rite Sunflower Oil as the obvious choice for Tamil homemakers and shopkeepers in a fiercely competitive market.
Speaking on the campaign, Chandra Shekhara Reddy, Sr. Vice President, Sales & Marketing –GEF India said, “As we set out to launch our product in a competitive new market, we knew we had to be different to make an impact. With this campaign, we have achieved that intrigue and curiosity. Feedback from the market has proven our choice to be a success.”
Chetan Pimpalkhute, Head, Marketing-GEF India added, “Our market Insights showed us that intrigue was key to standing out, and we’re thrilled to see it pay off. Through these memorable characters, we’ve created a memorable first impression in Tamil Nadu”
Indrajeet Mookherjee, President, Dentsu Creative India commented, “Tamil Nadu is a highly competitive market with established cooking oil brands who have been present for decades. The task for us was find a disruptive way to announce the brand launch. And we did that, by leveraging the brand name-‘Be Rite’ and found a compelling narrative around this. From the initial response, the launch campaign has been very well received by consumers and trade, and we will look to further build on the excitement and momentum the brand has already created in Tamil Nadu.