MUMBAI, INDIA – Be-Rite Sunflower Oil, in partnership with Dentsu Creative Webchutney, has unveiled its latest campaign in Tamil Nadu titled “Rite’ah Yosinga, Be-Rite Vaangunga” (Think Rite, Buy Be-Rite). The campaign encourages consumers to make thoughtful, informed choices when buying cooking oil, while spotlighting the brand’s promise of a light oil that absorbs less into food.
Conceptualized and executed by Dentsu Creative Webchutney, the campaign has been designed to resonate with a wide spectrum of audiences, from younger consumers seeking mindful choices to older ones who value health and tradition. Beyond storytelling, it also ties into Be-Rite’s larger business objectives for the year: strengthening its market presence in Tamil Nadu, expanding category share, and building memorable brand assets that drive both trial and repeat purchase in the months ahead.
The film, featuring National Award-winning actor M.S. Bhaskar, strikes a relatable chord through humor and everyday family interactions. Set in a Tamil household, it captures lighthearted scenes of family members unable to resist second servings of their favorite dishes. The story culminates by positioning Be-Rite Sunflower Oil as the ideal solution — an oil that keeps meals light, enabling families to cook and enjoy more without guilt.
The campaign is live with a multimedia-integrated approach across television, digital, social media, newspapers, and radio. On television, a high-impact festive burst is followed by sustained activities, ensuring consistent brand presence across key markets in Tamil Nadu.
Commenting on the campaign, Indrajeet Mookherjee, CEO, Dentsu Creative Webchutney, said “Our task was to go beyond functional benefits and create a campaign that positions Be-Rite within everyday conversations. By integrating the brand’s unique value proposition of lightness into the familiar family moments that every Tamil household can relate to, we believe we have constructed a narrative that is not only memorable but also emotionally resonant.”
Chandra Shekhara Reddy, Sr. Vice President, Sales & Marketing – GEF India, added “With this campaign we wanted to enforce a simple and powerful truth – that at the end of the day, food is about joy. And choosing the right oil can let families enjoy more of what they love, without the guilt.”
Chetan Pimpalkhute, Head, Marketing – GEF India, commented “In every Tamil household, there’s always space for one more serving. But often, people hold back for fear of overeating. That’s the insight we tapped into for this film, where Be-Rite oil empowers our consumers to cook more with less oil, without worrying about extra calories. We were confident that this simple, yet powerful thought would strike a chord with our audience.”
