Gemini Sunflower Oil rings in Ganeshotsav with Har Ghar Pandal campaign
Subin Sivan, Marketing Head, Cargill’s oils business in India, tells us how the Gemini Sunflower Oil brand is engaging with consumers to spread the festive cheer
Covid-19 restrictions, social distancing and safety norms mean no gatherings for festival celebrations this year. Gemini Sunflower Oil - the flagship brand of Cargill’s oils business in India - is looking to keep the festive spirit alive with its ‘Iss Saal Har Ghar Pandal’ campaign for Ganesh Chaturthi.
Traditionally, Ganpati Chaturthi is celebrated with much fanfare with friends and family. However, given the backdrop of the pandemic, the objective of the campaign is to encourage consumers to celebrate the festival of Ganpati at home with their family.
Sharing more on the campaign, Subin Sivan, Marketing Head, Cargill’s oils business in India, says, “Ganpati is one of the most popular festivals in Maharashtra. As a brand Gemini has been a part of celebrations over the years. While a lot has changed this year due to the pandemic, we believe the festive cheer and energy during the Ganpati Chaturthi should not change. Our campaign ‘Iss Saal Har Ghar Pandal’ encourages our consumers to celebrate the festival at home keeping the original festive spirit intact.”
“The target group for this campaign is every individual who is looking to celebrate the Ganpati festival this year,” he added.
Cargill oil is looking at evoking the indomitable spirit of celebrating Ganesh Chaturthi and while adhering to all the safety norms, it also aims to not let go of the festive excitement. To be a part of this campaign, consumers in Mumbai and Pune can click a picture of the barcode of any Gemini oil pack and WhatsApp it to a number, ie. 8884000666. Subsequently, they will receive a 25% discount coupon code through WhatsApp, along with a weblink that redirects them to the campaign website – www.geminicookingoil.expree.in. The link helps them purchase an eco-friendly Ganapati idol with the coupon code. Gemini Sunflower Oil’s team team will deliver the idol to the consumer’s postal address in line with the safety norms. With the eco-friendly Gemini Ganpati idol, consumers will be able to do the immersion in a pot or tub within the confines of their homes. This will ensure that the celebrations and immersion are both not just safe but also environment friendly.
Sivan says, “Obeying all the safety norms, we are looking at exploring various virtual platforms for our brands, whether to promote the campaign or any consumer engagement initiative. Social media has also evolved as an important, yet popular platform, for brands to create a direct consumer connect.”
“Through various digital, online, and electronic platforms, we are connecting with consumers to share the campaign and help them to maintain the same Ganpati enthusiasm as every year. Traditional Media will also be used to create buzz. Apart from this, we have a host of social media influencers with us who will be spreading the word to encourage people to join the initiative,” Sivan further said.
This campaign has been supported by actors and influencers, including Ritesh and Genelia Deshmukh, Priya Bapat, Sai Tamhankar, Amruta Khanvilkar and Neha Pandse. The campaign voice over has been lent by actor Piyush Mishra.
Building Brand Gemini Sunflower Oil
Currently, the key market for the brand is Maharashtra, primarily – Mumbai and Pune. The second target market for the brand is Karnataka. “Similar to all the edible oil brands of Cargill, Gemini serves a particular taste palate. Hence, currently, we are looking at exploring more opportunities in current target markets,” says Sivan.
“Gemini has been the foundation of many traditional recipes in Maharashtra. Hence our vision replicates our brand value which is to help the community grow and work together during any difficult situation. In the last few months, we have taken various initiatives where brand is creating platforms for the community to grow and support each other. This campaign is part of our brand's plan. As we move forward, we would increasingly focus on creating a more engagement-focused approach for our brand, which involves the consumers and makes them experience the brand’s ideas and vision through various initiatives,” Sivan concluded.
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