Dentsu Creative Webchutney, in collaboration with Gemini Edibles & Fats India, has unveiled an engaging campaign to launch Be-Rite Sunflower Oil in the Tamil Nadu market. This marks GEF’s first step into the Tamil region, opening a new chapter for the Hyderabad-based leader in edible oils and specialty fats. The campaign unfolds in two phases, beginning with a teaser that poses a captivating question: “What is the opposite of wrong?”
Over a week, this teaser aired on top TV channels, building anticipation for the grand reveal. The main film introduces Be-Rite Sunflower Oil with a lighthearted exchange between a clever shopkeeper, played by popular Tamil actor M.S. Bhaskar, and a curious child, adding humor and charm to the product’s debut.
Leveraging the charm of Tanglish—a blend of Tamil and English—the campaign taps into local humor. It positions Be-Rite Sunflower Oil as the obvious choice for Tamil homemakers.
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.”
“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 ” added Chetan Pimpalkhute, Head, Marketing-GEF India.
“Tamil Nadu is a highly competitive market with established cooking oil brands who have been present for decades, The task for us was to 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.” said Indrajeet Mookherjee, President, Dentsu Creative India.
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