Mumbai: playR, sports and lifestyle brand, has announced that they have associated with Kolkata Knight Riders, the two-time champions of the T20 tournament, as the team’s global merchandise partner starting with the 2024 season.
This partnership will enable Kolkata Knight Riders to create a vast range of fan merchandise for their supporters worldwide. The merchandise range will include jersey and apparel, cricket equipment, fitness and accessories apart from lifestyle products for fans to show their loyalty to the team.
The objective of this partnership is to increase the brand’s visibility and reach a global audience. This will allow the team to further expand their already massive international fanbase and attract new supporters. The partnership will also enable Kolkata Knight Riders to provide their fans with unique and exclusive merchandise.
Knight Riders Group CMO Binda Dey stated, “in line with our continued commitment to KKR fans, we are thrilled to announce our partnership with playR as the Global Merchandise Partner for the Kolkata Knight Riders in the upcoming T20 Tournament. This collaboration opens up exciting opportunities for us to engage with our fans worldwide and offer them an extensive range of merchandise to showcase their support for their favourite team. With playR’s and our shared vision for enhancing fan experience, we are confident that this partnership will further elevate the fandom around Kolkata Knight Riders on a global scale.”
playR co-founder, director Ravi Kukreja expressed his enthusiasm for the partnership, saying, “We are thrilled to be partnering with Kolkata Knight Riders for the 2024 season and onwards. This partnership will allow us to create a unique range of merchandise for KKR fans around the world. We look forward to working with the team and helping them further strengthen and cater to their already strong fan base.”
playR is a sport and lifestyle brand founded in 2021 and strives to provide customers with unique and edgy apparel, sports equipment, bicycles and accessories that celebrates their style and encourages them to express themselves. Currently present in over 300 retail stores in India and International and e-commerce, playR strives to cross 800 plus stores over a period of two years. playR provides a wide range of products that includes t-shirts, jackets, shorts, tracksuits, bats, balls, leg-guard, gloves, bicycles, bags, yoga mats, bottles, etc, as well as limited-edition items. playR’s mission is to inspire customers to be creative, confident, and fearless by providing them with a unique and fashionable style.
Mumbai: The Department of Consumer Affairs (DoCA) and The Advertising Standards Council of India (ASCI) both operate with a mutual goal of protecting consumer interests. This objective is central to the missions of both ASCI and the Central Consumer Protection Authority (CCPA) when it comes to the issue of misleading advertisements.
It is noteworthy that ASCI’s code and associated guidelines in the area of advertising are harmonious with several guidelines enforced by the Central Consumer Protection
Authority. These encompass guidelines concerning misleading advertisements, dark
patterns, influencer guidelines, coaching institutes, greenwashing and more. In light of this alignment, the CCPA has recognized that any violation of ASCI’s code pertaining to misleading advertisements may potentially contravene the Consumer Protection Act of 2019 and its related guidelines.
Therefore, the CCPA has requested ASCI to forward any advertisement that is non-compliant with the ASCI Code and could potentially violate the Consumer Protection Act, 2019, along with its accompanying guidelines, to CCPA for appropriate action. Any such case escalated by ASCI concerning misleading advertisements will be promptly addressed and handled in strict accordance with the Consumer Protection Act 2019 by the CCPA.
This collaboration comes amidst the growing complexity of the advertising landscape, especially with respect to digital advertising. Commenting on this development, Shri Rohit Kumar Singh, Secretary DoCA said, “The alignment between ASCI’s code and CCPA’s guidelines highlights a collective effort towards promoting transparency and fairness in advertising. With similar objectives, CCPA and ASCI can work in complementary ways to ensure that any infringements are addressed effectively. New challenges are being created by digital advertising, and keeping pace demands a collaborative approach with like-minded bodies. Regulators working closely with self-regulators is an established best practice, and we hope that with this partnership, the regulation of Indian advertising keeps getting more effective. Where voluntary compliance with the CCPA guidelines is not forthcoming, or in the case of repeat offenders, the CCPA has the power to impose fines and penalties. We will not shy away from enforcing the provisions of the Consumer Protection Act as needed.”
ASCI CEO and secretary-general Manisha Kapoor said, “We have been working closely with DoCA and CCPA on several issues, and we are truly delighted to deepen this relationship. ASCI has deep expertise and specialization in advertising regulation and we thank CCPA and DoCA for their trust and their collaborative approach. A robust self-regulatory system helps all stakeholders and this partnership is a positive step in taking self-regulation to the next level.”
DoCA and ASCI have, in recent times, held joint consultations and collaborations on several issues surrounding advertising such as Influencer Guidelines, Greenwashing, Dark Patterns and Surrogate Advertising, creating greater dialogue and alignment between industry, civil society and regulators. Advertising self-regulators around the world work closely with governments in models of co-regulation in formal and informal ways. Given the complex nature of advertising today and the borderless nature of the online space, issues like disguised advertising, deepfakes and scams are coming to the fore, such partnerships gain significance in effective advertising regulation.
Mumbai: Eurogrip Tyres, a 2 & 3-wheeler tyre brand, has launched a comprehensive brand campaign focussing on the superior grip of Eurogrip tyres.
The campaign highlights are ad films where M S Dhoni and his CSK team members, Deepak Chahar and Ruturaj Gaikwad are seen in light-hearted banter drawing parallels between grip while playing cricket and grip of tyres on the road. The film talks about Eurogrip’s stronger grip as compared to other tyres and M S Dhoni emphasizes its superior grip for solid turns. He and other CSK stars give road safety tips for viewers that include following traffic rules, wearing a helmet, ensuring tyres are in good condition and having the bike serviced regularly. M S Dhoni urges viewers to get Eurogrip tyres for superior grip.
Sharing details about the campaign, TVS Srichakra Ltd EVP, marketing and sales P Madhavan said, “It is the third year of our association with Chennai Super Kings as principal sponsor and we are just as excited as the fans to be a part of the 2024 IPL extravaganza. This year, we have focused on building EUROGRIP as a strong global consumer brand and our campaign is in line with the same. Our ad films highlight the superior grip of our tyres, an extremely important attribute for safety on the road. Eurogrip, just like CSK, is synonymous with high performance. Our continued association has been benefitting both partners.”
The new campaign positions Eurogrip as a youthful, vibrant and dependable brand that resonates with the millennial and Gen Z Indian riders. The ads with focus on the tyres’ superior grip have gone live from 22 March 2024 in television and digital media. A series of on-air and on-ground activations have been planned across social media, traditional media, outdoor and point of sale.
Mumbai: Greenpanel has announced kickstarting the second edition of its association with the Indian Premier League’s franchise Delhi Capitals as its principal sponsor. As a part of this partnership, it will have branding on the Delhi Capitals team’s jerseys. With this strategic move, it intends to garner greater visibility, amplify its brand promotion initiatives, and solidify its reputation further in the market.
This is going to be the second year of association between Greenpanel and Delhi Capitals. Greenpanel aims to build up on last year’s momentum to reach a wider audience base through the IPL’s massive viewership and foster strong connections with its potential customers.
Greenpanel will be promoting this partnership through a marketing mix of ATL, BTL, and digital initiatives, including TV, on-ground visibility, social media, and performance marketing. It will be launching a new TV campaign soon featuring Delhi Capitals players to further strengthen the brand positioning of Greenpanel- MDF ka doosra naam. The brand will have a strong on-ground presence in the home matches via stadium branding and stalls with exciting games providing a chance to the fans to win exclusive Delhi Capitals merchandise. Additionally, in the digital space, Greenpanel will organize various contests for cricket fans to win the team’s merchandise, post content co-created with the Delhi Capitals team, and launch IPL-specific social media campaigns to further garner visibility and engagement.
Greenpanel MD and CEO Shobhan Mittal said “We are excited as we kick off the second leg of our association with IPL’s franchise Delhi Capitals as their Principal Sponsor. Last year, when we initiated this alliance, we witnessed massive consumer outreach, and our marketing initiatives received a positive response. We are hopeful that this year the collaboration will be instrumental in further strengthening communication around the brand’s core positioning – MDF ka doosra naam.”
He further added, “The partnership reflects Greenpanel’s unwavering commitment to providing high-performance products to its customers. We consider this association as an opportunity to support the beloved sport of India, connect with fans and sports enthusiasts alike, and convert them into potential Greenpanel customers.”
Delhi Capitals interim CEO Sukhvinder Singh said,” As the Delhi Capitals embark on another exciting season, we are thrilled to continue our partnership with Greenpanel as our principal sponsor. Their unwavering support reflects not only their commitment to the sport but also their dedication to providing top-notch products to customers nationwide. We look forward to another successful season together, representing the spirit of cricket and excellence.”
Greenpanel is an Indian MDF company and stands strong for its country. The brand is highly passionate about sports and has huge respect for the country’s sportspersons.
Mumbai: Thums Up, India’s homegrown beverage brand from The Coca-Cola Company, is thrilled to launch Toofan: the Thums up branded exclusive chartered plane as part of its latest campaign, ’World Cup ka Toofani Tour’ to the ICC T20 World Cup. As the official beverage partner of the ICC T20 World Cup, Thums Up continues to redefine fan engagement, setting new benchmarks for fan experiences in the realm of sports.
This year, Thums Up is taking cricket enthusiasts on a once-in-a-lifetime adventure to the West Indies on an exclusive Thums Up plane, promising an electrifying experience like never before. The campaign features India’s loved Cricket-duo: Yuvraj Singh and Virender Sehwag, encouraging consumers to scan a Thums up pack and get a chance to win a seat on Toofan. From 01st March to 30th April, consumers can stand a chance to win a trip to the ICC T20 World Cup in the West Indies by registering at https://tu-icc24.coke2home.com/. Available behind select Thums Up packs that earn miles, consumers can win a chance to enter a 2 month-long daily lucky draw, with one seat being given away every day.
In pursuit of further building on its long-standing association with sporting events like the Olympics, Paralympics, and ICC Men’s Cricket World Cup, the tour represents the brand’s dedication to championing the spirit of cricket.
Alongside the Toofani tour, Thums Up will engage fans cheering for Team India at home by giving away Indian jerseys every hour, plus other exciting prizes. The campaign will be featured prominently on all packs sized 500 ml and above, offering meticulously curated experiences beyond live cricket action.
Talking about the campaign, Coca-Cola India and South-West Asia senior category director, sparkling flavours Tish Condeno said, “We are thrilled to unveil the ‘World Cup ka Toofani Tour’ campaign, to elevate fan experiences at the upcoming ICC T20 World Cup in West Indies. With the launch of the exclusive Thums Up branded plane, we’re furthering our endeavour to redefine sports excitement and engagement, crafting unparalleled memories for cricket lovers.”
Commenting on the campaign Virender Sehwag said, “I am delighted to extend my partnership with Thums Up. With each passing year, Thums Up is setting a new benchmark in fan engagement, demonstrating its unwavering commitment to fueling the fervour of cricket enthusiasts. The ‘World Cup ka Toofani Tour’ offers fans an unparalleled experience to the West Indies, in a Thums Up Chartered plane, to immerse themselves in the excitement of the ICC T20 World Cup to West Indies.”
Commenting on the campaign, Yuvraj Singh said, “I am thrilled to continue my association with Thums Up, the brand which has a longstanding commitment to sports. This year, the ‘World Cup ka Toofani Tour’, offers an electrifying experience for fans, with a chance to fly to the West Indies on an exclusive Thums Up Chartered plane. I’m excited to witness the excitement and energy, this journey will bring to cricket fans around the world, for the ICC T20 World Cup.”
The campaign celebrates India’s passion for cricket, fostering connection, empowerment, and collective joy throughout the tournament. With a legacy of memorable, innovative campaigns like Thums Fan Pusle and Stump Cam, Thums Up is poised to elevate the ICC experience to new heights, ensuring an enduring impact on cricket enthusiasts worldwide.
Mumbai: India’s leading multi-skilled gaming platform with more than 65 million registered users, A23 (Head Digital Works), launched its A23 Cares brand campaign featuring Indian women’s national team cricketer, Smriti Mandhana. A23 Cares is an initiative to raise awareness about healthy practices while playing online real-money games. This integration on A23 RMG platforms encourages self-control amongst gamers and further safeguards their interests. It enables all A23 users to place daily limits, set budgets and take regular breaks to enjoy online games in a healthy environment.
In the brand film, Smriti is portrayed in multiple facets of her day-to-day life which includes playing cricket matches, attending social events, training in the gym, travelling and engaging in brand shoots. In between a hectic schedule, she loses her energy and feels tired. This is when her coach asks her to take a break and rest, driving home the message that ‘sports ho ya gaming, balance dhoondna zaroori hai.’ The later part of the film showcases features in the A23 app that allows users to take breaks and set limits to play responsibly. With A23’s proven superiority in the online real-money gaming sector since the last 18 years, A23 Cares focuses on furthering the long-running ethos of the platform – to create a safe, secure and engaging user experience.
Commenting about the new campaign, Smriti Mandhana mentioned, “It is crucial to understand the importance of taking breaks and allowing your body and mind to refresh, be it playing online or offline. I am optimistic to see a positive impact of the A23 Cares initiative on the online gaming community. With a number of platforms available at our fingertips today, it is important to choose the ones that truly care for their users’ safety and well-being. ”
Digital Works VP of marketing, head Gunnidhi Singh Sareen said, “A23 Cares is launched with an intent to further our focus towards being a customer-centric gaming platform. This one-of-a-kind campaign will not only hit the right chords with all sports and gaming enthusiasts but will also deliver a message central to our functioning. Of being in the sector for more than 18 years now, A23 has set self-regulating benchmarks to inculcate safe gaming practices across the sector. As a company, we have a long-term strategy to create even more value for our users through initiatives like A23 Cares. “
The new 35-second ad highlights the importance of taking breaks and setting budgets while playing real-money online games. A23 Cares brand film is live across all major social, OTT, OLV and TV channels in Hindi, Kannada, Tamil, Bengali, Gujarati, Marathi and Malayalam.
Mumbai: In a glittering Awards Ceremony in Mumbai, Tapas Gupta, CMD, BEI Confluence was conferred the prestigious “The Marketing & Advertising Person of the Year” award at the fifth edition of the “High Flyers 50 Global Icon Awards 2024” by well-known Bollywood celebrity Mandakini for his outstanding contribution in the field of marketing & advertising in his long & unbroken career spanning over 45 years.
Tapas has been amongst the top advertising and marketing professionals in India who started his career with McCann – Erickson Group companies and worked with the Group for 21 years before founding his own agency BEI Confluence in 1998. Today BEI Confluence is one of the leading fully independent Indian 360 advertising agencies in India and one of the largest and most professionally managed agencies in the North.
Commenting on his achievement Tapas Gupta said, “I am delighted to receive this very coveted global award for a long journey of 46 years in Advertising & Marketing, which I love and is extremely passionate about. I really feel humbled, and thank numerous colleagues and bosses I have worked with, from whom I have learnt a lot. After over four and half decades of continuous working life, I still feel I have a lot to learn from my younger colleagues, and this hunger to learn new things keeps me going”.
‘High Flyers Global 50 Icon Awards’ was conceived five years back to recognise and celebrate exceptional accomplishments of individuals from various professional backgrounds on a global scale in 50 diverse fields ranging from science & technology, IT & computer science, fashion & lifestyle, sustainability, field of medicine, hospitality, financial services, social entrepreneurship, public service, business & commerce, marketing & advertising, to mention a few.
The global award winners come from various parts of the world including the Indian sub-continent and many of the Awards have gone to NRIs who have excelled in their respective fields and have made our country proud.
Past winners include former chief economic advisor to govt of India, Kaushik Basu (USA), reputed Bhajan singer Padma Sri Anup Jalota, Dr Mukesh Batra (Dr Batra’s Clinic), Vivek Gupta (Licious India founder), Arun Govil (reputed actor), well-known singer Talat Aziz to name a few.
Giving away the awards, Bollywood celebrity Mandakini, the chief guest at the ceremony said “I congratulate all the recipients of High Flyers 50 Global Icon Awards 2024. Success is not just about achieving your goals, but also about the journey you undertake to reach them. It’s about resilience, determination, and staying true to yourself despite the challenges you face along the way.”
Mumbai: Himalaya Wellness, a leading FMCG wellness brand, has recently made a return to the Women’s T20 League, this time with a unique and engaging campaign titled #TakeMySPOT which goes beyond basic product promotion / integration, celebrating women in sports and resonating with audiences through humour and engaging storytelling.
The campaign serves as a rallying cry, urging individuals to challenge the status quo and create space for themselves and others in every sphere of life. It encourages people to embrace their uniqueness and stand tall in a world that often seeks to confine them within predefined roles and expectations.
#TakeMySPOT cleverly used the concept of “spot” with a playful twist. The teaser phase, launched during the first RCB match, saw players sporting #TakeMySPOT on their caps, leaving viewers curious while sparking social conversations. A video featuring RCB star cricketers Smriti Mandhana, Richa Ghosh, and Shreyanka Patil alongside content creator Danish Sait who added a layer of humour into the video with his witty take on the “spot” theme kept the audience guessing. This effectively amplified the campaign’s message making the teaser hashtag #TakeMySpot trend no1 on Twitter during RCB’s first match. To build further excitement, the brand utilized a 360-degree strategy across radio, social media, outdoor advertising, and YouTube.
Indiantelevision.com reached out to Himalaya Wellness Company’s business director Rajesh Krishnamurthy, who shed light on the overall campaign and how the brand has taken a shift from traditional sponsorships to creating narratives that connect with audiences emotionally.
Edited excerpts
On the inspiration behind Himalaya Wellness’s decision to return to the Women’s T20 League with the #TakeMySPOT campaign
The inspiration behind Himalaya Wellness’s decision to return to the Women’s T20 League with the #TakeMySPOT campaign stems from the resounding success of our previous collaboration with Royal Challengers Bangalore (RCB). Last year’s “#NotFair” campaign with RCB achieved remarkable brand awareness and sparked positive conversations about inclusivity, aligning perfectly with Himalaya’s commitment to celebrating women in sports and promoting beauty and wellness. Building on this momentum, we recognized the strategic opportunity to continue leveraging our partnership with RCB for the second season. Our decision to return to the Women’s T20 League with the #TakeMySPOT campaign is driven by our desire to replicate the prior season’s positive brand impact and further build upon our association with RCB. By promoting our latest product, the Himalaya Dark Spot Clearing Turmeric Face Wash, through this campaign, we aim to continue supporting and acknowledging the well-deserved SPOT of women in sports.
On this campaign aiming to celebrate and empower women in sports
The #TakeMySPOT campaign aims to celebrate and empower women in sports in several ways. Firstly, by partnering with the Women’s T20 League and featuring prominent female cricketers from RCB, the campaign highlights the talent and achievements of women in cricket, showcasing their capabilities on a significant platform. Through the #TakeMySPOT campaign, our focus has been to celebrate women in sports and acknowledge their well-deserved place on the field, while launching our latest Himalaya Turmeric Dark Spot Clearing Face Wash and Face Care Range. Continuing the association also allowed us to keep driving relevant discussions around women’s spot in sports. Additionally, the Women’s T20 League embodies empowerment, inclusivity, and diversity in cricket, values that resonate with Himalaya’s brand narrative, further reinforcing the campaign’s message of celebrating women in sports. Moreover, the campaign leverages the significant online viewership and popularity of the Women’s T20 League to reach a diverse demographic of cricket fans in India, including sports enthusiasts. Through collaborations with RCB and the BCCI’s efforts in equalizing the sport and supporting the Women’s T20 League, the campaign promotes gender equality and empowers women by providing them with equal opportunities and recognition in sports. Also, as the campaign prominently features renowned female cricketers from the Royal Challengers Bangalore (RCB) team, it not only supports these athletes in their journey but also serves as an inspiration for young women looking to pursue their passions in sports.
On the role of humour and storytelling resonating with the campaign’s target audience
Humour and storytelling play crucial roles in resonating with the campaign’s target audience by adding depth and relatability to the messaging. The campaign’s central message emphasizes the hard work and determination of every player to earn their spot on the team, highlighting their efforts to challenge societal norms in the field of sports. To add a playful twist to the narrative, we partnered with content creator Danish, who brings an element of wit to the film. By incorporating humour into the storytelling, the campaign effectively captures the audience’s attention and makes the message more engaging and memorable. Moreover, as I mentioned earlier, the quirky correlation between the efforts of women cricketers to secure their spot on the field and Himalaya’s efforts to eliminate tough spots on the face using the new Himalaya Dark Spot Clearing Turmeric Face Wash is cleverly woven into the storytelling. This connection not only resonates with the audience but also aligns with Himalaya’s core values. The execution of the #TakeMySPOT campaign was actioned in two phases, Teaser and Reveal, further enhances the storytelling aspect. The teaser campaign ignited user interest and stimulated online discussions during RCB’s opening match. The reveal phase of the campaign effectively answered the curiosity generated and the anticipation that was built among the audience during the teaser phase. This strategic approach to storytelling ensures maximum engagement and impact, ultimately driving the success of the campaign.
On some challenges faced in conceptualizing and executing this campaign, particularly considering the sensitive nature of gender representation in advertising
Advertising with gender representation can be sensitive but when done in alignment with the brand’s core values can become an advantage. Through this campaign, Himalaya aims to cultivate a supportive environment where female athletes can flourish and serve as inspirations to others. This reflects the brand’s values and contributes to building an encouraging society. By intertwining these themes with a quirky promotion of the product, we reinforced our commitment to driving social change through an engaging delivery. In this creative, Humor & quirkiness served as a powerful tool for engaging consumers across age groups while still communicating the main message. This holistic approach not only promotes Himalaya’s brand values but also contributes to creating a supportive and empowering space for female athletes to thrive and inspire others.
On any plans to extend the #TakeMySPOT campaign beyond the Women’s T20 League
Beyond cricket, Himalaya’s collaboration with the GoEqual Premier League expands our commitment to women’s empowerment. The collaboration aims to promote the celebration of women’s rightful place in sports, advocating for equality and breaking away from gender stereotypes. This partnership delves deeper into the community level, focusing on grassroots football programs that nurture participation and inclusivity. Here, our key objectives go beyond the playing field. We aim to invest in the future by supporting infrastructure development and skill-building initiatives for young female footballers. The GoEqual Premier League itself dismantles gender stereotypes by providing a platform where girls are valued for their abilities, not limited by outdated expectations. This collaboration is more focused on creating pathways for talented young women to succeed in life.
By engaging with local communities, schools, youth organizations, and professional teams through the GoEqual Premier League, we aim to strengthen our social impact and reinforce our overall commitment to inclusivity. This partnership aligns perfectly with our broader goals of promoting empowerment of women. Moreover, by connecting with a new audience passionate about women’s football, we’re expanding our brand reach and further solidifying our identity as a champion for positive social change.
Mumbai: Timex, the global iconic watch brand is back at the edition 17 of TATA IPL, the most coveted cricketing entertainment event of the year and announces partnership with Punjab Kings as ‘official timekeeper of the Kings’. This association will see Timex branding on Punjab Kings with a very prominent logo placement on the trousers, making sure the team members put their winning foot forward. With a fairly settled team which has retained its strong core under the captaincy of veteran opener Shikhar Dhawan, Punjab Kings is all charged up for the season.
Timex and cricket have both built a strong legacy in India with attributes that best define both brands – passion, precision, and performance. With its ever-evolving consumer outreach strategy Timex always tries to find new ways to connect with its consumers. This partnership with Punjab Kings is in line with the brand’s strategy to reach out to masses and ride the wave of excitement around cricket which unites the nation.
Speaking on the partnership, Timex Group India MD Deepak Chhabra said “We are thrilled to be part of the IPL season this year with Punjab Kings as the official timekeeper of the kings. This is our second year with this cricketing extravaganza and with a young and energized team, we look forward to an exciting season ahead. Cricket is not just a sport with passion, it is also an entertainment event for the masses and this association is an opportunity to reach out to millions of consumers across the nation.”
Together Timex & Punjab Kings are all set to add more excitement to the TATA IPL fever and their dedicated supporters at every victory and exciting moment of what promises to be an adrenaline-filled show.
KPH Dream Cricket Ltd CEO Satish Menon said, “We are elated to have joined hands with an iconic legacy brand like Timex. We are sure that our similar values and ethos will help us reach a wider audience as well.”
Mumbai: Gemini Edibles & Fats India Ltd launched an impactful campaign on Freedom Rice Bran Oil titled ‘Cholesterol ki Safai ka specialist’. This is the second advertisement in their ongoing campaign series ‘Rice Bran Oil Kare Andar Se Safai’ (Rice Bran Oil cleans from the inside) to empower individuals to adopt rice bran oil which helps cleanse cholesterol from the inside. The campaign is aimed at informing the public about the importance of using Freedom Rice Bran oil for daily cooking as it has 10,000 parts per million of Oryzanol, besides ingredients like tocopherol, and tocotrienols which are natural antioxidants. They help improves the heart health and actively promote an increase in good cholesterol while effectively reducing the levels of bad cholesterol, offering consumers a path to elevate their well-being.
The campaign revolves around the core message of ‘Jami Hui Chiknayi Ko Saaf Karne Ke Liye Hum Specialist Ko Bulate Hai’ (We call specialists to clean the stubborn stains from kitchen chimney), centering on clearing out built-up cholesterol, the silent perpetrator that quietly accumulates within us, clogging arteries and potentially leading to heart attacks. Consumption of Rice Bran Oil – an expert in maintaining cholesterol balance, daily can help prevent the accumulation of cholesterol and keep us heart healthy.
According to Gemini Edibles and Fats India Ltd senior vice-president of sales & marketing P Chandra Shekhara Reddy “Rice Bran Oil is a trusted choice for health-conscious consumers. Freedom Rice Bran oil with over 10000+ ppm of Oryzanol, actively supports heart health by increasing good cholesterol while reducing the bad cholesterol. This campaign is designed to help customers understand the importance of cooking the food daily with rice bran oil as it helps in cleaning bad cholesterol – hence the message, ‘ Cholesterol ki Safai ka specialist ‘, keeping people healthy. Through the campaign, Freedom Rice Bran Oil reinforces the need to consume food cooked in rice bran oil to stay healthy.”
