Cholesterol Cutter Posted on | Brand Equity


Gemini Rice Bran Oil on Wednesday unveiled its first campaign, today. This integrated marketing campaign comprising Television, Print, OOH, Digital, and in-market visibility initiatives.

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. By drawing this parallel, the campaign looks to effectively communicate the brand promise of better cholesterol reduction.

“When you have sharp product delivery, the onus is on the idea to deliver a hook that neatly grasps the consumer’s attention – and so the ‘Cholesterol Cutter’ was born. In the TVC, a bittersweet story talks about how it hurts when things like marks get cut, but not when it comes to cholesterol. A playful music track holds everything in place memorably. Though cholesterol is a much-repeated talking point, we created a signature style and tone for Gemini with ‘Cholesterol Cutter’ to make a difference in the conversation,” Janmenjoy Mohanty, regional creative officer, Lowe Lintas said.

As per Subin Sivan, marketing head, Cargill’s oils business in India the ‘cholesterol cutter’ campaign aims to establish the product’s superiority and build greater resonance amongst consumers regarding the benefit of choosing Gemini Rice Bran Oil.

This article was first published on brandequity.economictimes.indiatimes.com