Gemini™ Sunflower Oil launches ‘Waqt Kuch Apna Banane Ka’ campaign
The campaign conceptualised by Lowe Lintas showcases the product's Nutri FreshLock Technology that helps to keep food fresh
Gemini™ Sunflower Oil, the flagship brand of Cargill’s oils business in India and Maharashtra’s leading cooking oil, has unveiled its new campaign. With a strong focus on innovation for the Indian market, the campaign showcases the brand’s Nutri FreshLock Technology proposition.
Balancing tradition and progress, the campaign highlights how this new proposition will benefit the brand’s target consumers, the progressive traditionalists as it unlocks time for them to follow their passions. Oxidation of oil makes it rancid. Food cooked in rancid oil loses its freshness and nutrients quickly. Gemini’s Nutri FreshLock Technology refers to the multi-stage refining process with real-time monitoring and oxygen barrier properties of the packing material which prevents oxidation of the oil. Hence, the food cooked in Gemini Refined Sunflower Oil retains its nutrients and freshness for a long time.
The narrative of the campaign pivots around communicating this unique proposition using a homemaker as the protagonist. Mixing her passion for singing with her expertise in cooking, she starts recording cooking videos while humming to a famous tune on her YouTube channel titled ‘Sonia The Singing Chef’. Her husband then announces that her latest video has received more than 1 million views and she is applauded by her family. The campaign celebrates the new woman of India who values herself as much as she values her family and further re-establishing the brand’s essence of trust and tradition to millions of households.
Speaking about the new campaign, Subin Sivan, Marketing Head, Cargill’s oils business in India said, “Gemini Cooking Oil is a heritage brand that has built goodwill and trust amongst consumers. We are constantly working towards being relevant to our consumers as well as cater to the needs of the consumers. The ‘Waqt Kuch Apna Banane Ka’ highlights our unique proposition of Nutri FreshLock that applauds the individualism of woman today and helps her achieve all that she wants with that extra time. Our continuous effort to keep pace with the changing consumer needs of balancing tradition & progress has made the brand the No. 1 choice of our consumers with 26 % market share in Maharashtra in sunflower oil category.”
Commenting on the campaign, Janmenjoy Mohanty, Regional Creative Officer at Lowe Lintas said, “With the ‘Waqt Kuch Apna Banane Ka’ campaign, the idea found a sweet-spot between heritage and new-age. It was in the ‘time’ for the consumer’s own individuality. Gemini celebrates this aspiration for all consumers, the ones who’ve known it for years, and the younger ones just entering its fold.”
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