Gemini™ Rice Bran Oil highlights better cholesterol reduction through its ‘Cholesterol Cutter’ campaign
Product brings the benefit of 40% more Oryzanol that helps in reduction of bad cholesterol
New Delhi, August 1st, 2019: Gemini™ Rice Bran Oil, the new extension of brand Gemini™, has unveiled its first campaign, today. With a strong focus on innovating for the Indian market, Cargill launched this product in to meet the needs of the discerning Indian customers. Aimed at better cholesterol reduction through its ‘cholesterol cutter’ proposition, the Gemini™ Rice Bran Oil campaign highlights, more effectively, the product benefits of 40% more Oryzanol as compared to other regular rice bran oil, working to reduce bad cholesterol in the body. This integrated marketing campaign comprises of Television, Print, OOH, Digital, and in-market visibility initiatives. In India Cargill is focused on innovating for the Indian market and this is one way we are doing this
The narrative of the campaign pivots around communicating the brand’s unique proposition as a “Cholesterol Cutter” using the school teacher as the protagonist and showcasing a day in her life. The teacher, in her early 30s, believes in disciplining her students in an approachable and friendly manner and uses ‘marks’ as her trump card. Through various scenarios, throughout the day at school, she warns students that she will ‘cut marks’ if they are not behaving as per her expectations. Finally, once school ends and she is at home, in her kitchen, she acknowledges that “Kuch cheezein kat ti hai toh bura lagta hai, par Cholesterol kat ta hai toh acha lagta hai”, thereby introducing “Gemini™ Rice Bran Oil, Aapke Family ka Cholesterol Cutter. Aptly translated, this is based on the insight that in life, when things get cut, one feels bad however when cholesterol is cut, one undoubtedly feels good. Through drawing this parallel, the campaign looks to effectively communicate the brand promise of better cholesterol reduction.
Oryzanol helps in increasing good cholesterol while reducing bad cholesterol in the body. As a result, food cooked in Gemini™ Rice Bran oil would work as an effective weapon in the fight against cholesterols. Enriched with anti-oxidants, Gemini™ Rice Bran Oil is fortified with Vitamin A, D, & E and is perfectly suitable for Indian cooking.
Speaking about the new campaign, Subin Sivan, Marketing Head, Cargill’s oils business in India said, “Studies indicate that 80% of consumers are concerned about their heart health and cholesterol. In a move to fuel Indian kitchens with healthier alternatives, we launched Gemini™ Rice Bran Oil with a stronger cholesterol reduction claim supported by the presence of 40% more oryzanol as compared to any regular rice bran oil. The ‘cholesterol cutter’ campaign aims to establish this product superiority and build greater resonance amongst consumers regarding the benefit of choosing Gemini™ Rice Bran Oil, as their preferred cooking medium.”
Commenting on the campaign, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas said, “At Lowe Lintas, we nurture brands to become strong partners to consumers. Gemini Rice Bran Oil is one such brand. Through this campaign, we are breaking the clutter with an innovative narrative on a common yet very relevant topic of discussion – ‘Cholesterol’ in a quirky manner.”
TVC link: https://www.youtube.com/watch?time_continue=15&v=WDBN8SoTuuw
Credits:
Creative Agency
Account Management
Account Planning
Creative
Production House
Duration: 10, 20 and 30 seconds
Media Contact: [email protected]
About Cargill
Cargill is committed to providing food, ingredients, agricultural solutions, and industrial products to nourish the world in a safe, responsible, and sustainable way. Sitting at the heart of the supply chain, we partner with farmers and customers to source, make and deliver products that are vital for living.
Our 160,000 team members innovate with purpose, providing customers with life’s essentials so businesses can grow, communities prosper, and consumers live well. With 159 years of experience as a family company, we look ahead while remaining true to our values. We put people first. We reach higher. We do the right thing—today and for generations to come. For more information, visit Cargill.com and our News Center.
About Cargill in India
In India, Cargill started operations in 1987. It has businesses in refined oils, food ingredients, grain and oilseeds, cotton, animal nutrition, bio-industrial and trade structured finance. Cargill in India market leading consumer brands of edible oils such as Nature Fresh, Gemini™, Sweekar, Leonardo Olive Oil, Rath and Sunflower brand of hydrogenated fats. It also markets wheat flour under the Nature Fresh brand name. The animal nutrition business of Cargill provides animal feed and premix and nutrition for aqua, dairy and poultry. It markets animal feed and premix under the brands such as Provimi, Purina, and EWOS. The Cargill’s grains and oilseeds crush business originates grains and oilseeds at 200 storage locations. Overall the company employs more than 3,500 employees working across offices and plants and a network of offices, warehouses and depots.
About Gemini
Gemini became a part of Cargill’s food business in India in 2004. The brand is leading brand in Maharashtra with the market share of 26%. The brand is available across the length and breadth of Maharashtra and Karnataka, in variants including sunflower oil, soybean oil, groundnut oil, Vanaspati and recently launched, rice bran oil - and enjoys the trust and reassurance spanning generations. The strong distribution network along with Cargill’s back-end expertise has contributed to the brand’s success in its focus markets. Gemini is available in 1 Litre, 5 Litre and 15 Litre packaging options.