Gemini™ Rice Bran Oil, the new extension of the logo Gemini™, has unveiled its first campaign. With a robust focus on innovating for the Indian marketplace, Cargill launched this product to satisfy the desires of discerning Indian clients. Aimed at better LDL cholesterol discount through its ‘cholesterol cutter’ proposition, the Gemini™ Rice Bran Oil campaign highlights the product blessings of 40% more Oryzanol compared to any regular rice bran oil, working to reduce horrific cholesterol within the body, higher efficaciously. This incorporated advertising campaign accommodates Print, OOH, Digital, and in-marketplace visibility initiatives.
The narrative of the marketing campaign pivots around speaking the emblem’s particular proposition as a “Cholesterol Cutter,” the usage of the faculty teacher as the protagonist, and showcasing a day in her existence. In her early 30s, the trainer believes in disciplining her college students in an approachable and friendly way and uses ‘marks’ as her trump card. Through various scenarios, for the day at school, she warns students that she will be able to ‘cut marks’ if they may be no longer behaving as in step with her expectations.
Finally, once school ends, and they are at domestic, in her kitchen, she recognizes that “Kuch cheese in kat ti hai to bura lagta hai, par Cholesterol kat ta hai to acha lagta hai,” thereby introducing “Gemini™ Rice Bran Oil, Aapke Family ka Cholesterol Cutter. Aptly translated, that is based totally on the perception that when things get cut, one feels terrible, but while LDL cholesterol is reduced, one feels correct. By drawing this parallel, the campaign effectively communicates the emblem promise of better LDL cholesterol discount.
Speaking about the new campaign, Subin Sivan, Marketing Head, Cargill’s oils business in India, stated, “Studies indicate that 80% of clients are worried about their coronary heart health and LDL cholesterol. In a pass to gasoline Indian kitchens with more healthy options, we released Gemini™ Rice Bran Oil with a more potent LDL cholesterol discount declares supported via the presence of 40% greater oryzanol compared to any conventional rice bran oil. The ‘ldl cholesterol cutter’ campaign objectives to establish this product superiority and construct extra resonance among purchasers concerning the benefit of selecting Gemini™ Rice Bran Oil, as their desired cooking medium.”
Commenting on the marketing campaign, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas, said, “When you have got sharp product transport, the onus is at the concept to deliver a hook that well grasps the consumer’s interest – and so the ‘Cholesterol Cutter’ was born. In the marketing campaign, a bittersweet tale talks approximately how it hurts while marks get reduced, but now not in terms of cholesterol. A playful track song holds the whole thing in region memorably. Though LDL cholesterol is a miles-repeated speakme factor, we created a signature fashion and tone for Gemini with ‘Cholesterol Cutter’ to make a distinction in the verbal exchange.”