Rupali Ganguly leads campaign highlighting emotional realities behind casual kitchen conversations
New Delhi, August 2025: Grapes Worldwide, a globally integrated communications agency, has partnered with Vibhor Oils to launch a new campaign that draws from a familiar cultural truth in Indian households—the everyday kitchen dialogue, “Kya banaun?” and the casual yet telling response, “Kuch bhi” (anything).
The campaign reframes “kuch bhi” not as indifference, but as an unspoken expression of trust in the cook’s ability to balance taste, nutrition, and family preferences. It also sheds light on the often overlooked emotional and mental load of homecooks, particularly women, who navigate shifting demands and unspoken expectations while ensuring meals remain wholesome and satisfying.
Television star Rupali Ganguly fronts the campaign, bringing warmth and authenticity to the role of the everyday decision-maker in the kitchen. The three-film series portrays slice-of-life moments:
A mother navigating her son’s changing demands,
A daughter-in-law accommodating her mother-in-law’s last-minute preferences,
A wife balancing her husband’s vague response with effort and care.
Through these stories, Vibhor Oils pays tribute to the resilience, trust, and emotional intelligence behind daily cooking decisions.
“At Grapes Worldwide, we believe the strongest ideas emerge from everyday truths. ‘Kuch Bhi’ is more than just a phrase—it represents a deep emotional contract within Indian homes. With Vibhor, we had the opportunity to transform a casual remark into a narrative of trust, responsibility, and choice,” said Shradha Agarwal, Co-founder & CEO, Grapes Worldwide.
For Vibhor, the campaign strengthens its positioning as a trusted companion in Indian kitchens. The brand’s line, “Mera Vishwas Vibhor Ke Saath”, becomes a reflection of the everyday confidence and faith placed in homecooks.
This campaign also marks a significant addition to Grapes Worldwide’s growing portfolio of emotionally-driven work in the FMCG sector, showcasing the agency’s expertise in cultural listening and human-centric storytelling.
About Grapes Worldwide
Grapes Worldwide is an award-winning integrated communications agency known for crafting impactful campaigns rooted in cultural insights and creative storytelling. With expertise spanning digital, brand strategy, and integrated marketing, the agency has partnered with leading FMCG, lifestyle, and consumer brands across India and global markets.
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