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Tag: Subin Sivan

  • The ad is titled ‘Iss Saal har Ghar Pandal’

    Media agency Wavemaker creates film for Gemini Oil

    By A Correspondent

     

    To keep the spirits of festivity alive even during these challenging times, Gemini Oil has launched its new campaign ‘Iss Saal har Ghar Pandal’, conceived, designed and produced by Wavemaker Films, the creative production arm of Wavemaker India. Yes, you read it right: the creative production arm of Wavemaker India.

     

    The campaign aims at spreading awareness about celebrating Ganesh Chaturthi festival at home along with their loved ones, ensuring the safety norms are in place.  ‘Iss Saal har Ghar Pandal’, has been conceptualised in-house including the scripting to production, the entire campaign has been managed by Wavemaker Films.

     

    Speaking on this incredible campaign, Karthik Nagarajan, Chief Content Officer, Wavemaker India said: “Ganesh Chaturthi is an indelible part of the Maharashtrian culture and as the pandemic threatens the festivities this year, Gemini wanted to reassure its audience that the real spirit of the festival is safe in our hearts and homes. Conceiving, writing and producing a TVC during the lockdown is an arduous task but the idea was so powerful that we were able to overcome all else”.

     

    Commenting on the campaign, Subin Sivan, Head of Marketing, Cargill’s Oils, said: “Ganapati is one of the most popular festivals in Maharashtra. As a brand that is rooted in Maharashtrian culture, Gemini has integrated itself with the Ganpati festival over the years. While a lot has changed this year due to the pandemic, we believe the festive cheer and energy during the Ganpati Chaturthi should not change. Our campaign ‘Iss Saal Har Ghar Pandal’ encourages our consumers to celebrate the festival at home keeping the original festive spirit intact”.

     

     

  • … this Ganesh Chaturthi with ‘Iss Saal Har Ghar Pandal’ campaign

    Gemini Sunflower looks to spread festive cheer…

    By A Correspondent

     

    With Ganesh Chaturthi coming up, Gemini® Sunflower Oil, the flagship brand of Cargill’s oils business in India, is celebrating the ‘Iss Saal har Ghar Pandal’ campaign.

     

    Speaking on the campaign Subin Sivan, Marketing Head, Cargill’s oils business in India said, “Ganapati is one of the most popular festivals in Maharashtra. As a brand that is rooted in Maharashtrian culture, Gemini has integrated itself with the Ganapati festival over the years. While a lot has changed this year due to the pandemic, we believe the festive cheer and energy during Ganesh Chaturthi should not change. Our campaign ‘Iss Saal Har Ghar Pandal’ encourages our consumers to celebrate the festival at home keeping the original festive spirit intact.”

     

    Said Karthik Nagarajan, Chief Content Officer, Wavemaker: “Ganesh Chaturthi is an indelible part of Maharashtrian culture and as the pandemic threatens the festivities this year, Gemini wanted to reassure its audience that the real spirit of the festival is safe in our hearts and homes. Hence, we came up with the idea of ‘Iss Saal Har Ghar Pandal’, which captures the current sentiments of the region beautifully. The film is a great testament to the spirit of Ganesh Chaturti, which is more than a religious festival in the region and also the long-standing cultural linkage of the brand to this market. We are deeply thankful to our wonderful client who inspired us to deliver this emotional film”

     

     

  • Highlights the product proposition of 15 per cent lower oil absorption

    Sonakshi Sinha relaunches NatureFresh oil via new ad

    By A Correspondent

     

    Cargill has announced the relaunch of its refined oil brand, NatureFresh® Acti-Lite. The brand has been relaunched with a new campaign that features celebrities Sonakshi Sinha and Neil Bhoopalam. With this re-launch, the brand intends to make a difference in the lives of its consumers by bringing to them, a product that delivers on the promise of lower oil absorption.

     

    Speaking on the launch, Subin Sivan, Marketing Head, Cargill’s oils business in India said: “Lighter food is the number one category driver for refined oils in India and our consumers are increasingly gravitating towards eating lesser oily food.  As a brand NatureFresh Acti Lite seeks to enable its consumers to pursue a healthier life with the benefit of 15% lower oil absorption. We are excited to release our new campaign featuring Sonakshi Sinha, whose appeal and popularity is high with our target group.”

     

    Commenting on the campaign, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas added: “Some ideas come from simple life observations. Just like the one we found for Nature Fresh, that tissues had an important place on every health-conscious person’s plate of fried food. Enter Nature Fresh Acti-Lite, and tissues can do what they were always meant to do, and not pull extra oil out of food. We feel this brings out the product’s uniqueness very well, aided by a well-crafted execution and some great performances from Neil and Sonakshi.”

     

     

  • The campaign looks to encourage consumers to adhere to their New Year resolution

    NatureFresh flags off #StartAHeartResolution initiative

    By A Correspondent

     

    NatureFresh Acti Heart, a new offering from Cargill, has launched a digital campaign #StartAHeartResolution. The campaign looks to encourage consumers to adhere to their New Year resolution by picking one which is easy to stick to – that is to take care of their heart.

     

    Speaking on the launch of the digital campaign, Subin Sivan, Marketing Head, Cargill’s oils business in India said: “December and January are the months where a lot of conversation happens around New Year resolutions. Considering how digital ecosystem thrives on topical content, this posed as a perfect opportunity for the brand to engage with the consumers in a relevant manner. We all know that sticking to your resolution is not quite as easy as making one. This forms the basis for the new ActiHeart campaign, which captures micro-moments in our lives when we struggle with our resolutions. In order to encourage consumers to stick to their resolutions, the campaign encourages them to start easy with a heart resolution in 2020 by switching to a better heart oil, #StartAHeartResolution with Nature Fresh ActiHeart.”

     

    Commenting on the campaign, Karthik Nagarajan, CCO, Wavemaker added: “This Nature Fresh campaign for New Year came as a welcome challenge to us, as not many clients take the plunge to stay culturally relevant to the audience. The ask was to showcase the brand fit in the consumer’s daily life and build brand awareness so that the campaign has a high recall value. Instead of going the broader way of keeping health or fitness resolutions, we narrowed it down by inviting them to take an easy resolution to #StartAHeartResolution with NatureFresh® Acti Heart™. The colloquial phrase ‘Kal se pakka’ used by the protagonists in the films certainly resonates with the people. Co-curating such interesting pieces of work at Cargill helps push the envelope to achieve greater milestones.”

     

     

  • Showcases the product benefit of 40 per cent more Oryzanol that helps in reduction of bad cholesterol

    Gemini highlights product advantages via ‘Cholesterol Cutter’ campaign

    By A Correspondent

     

    Gemini Rice Bran Oil has unveiled its first national campaign. Aimed at better cholesterol reduction through its cholesterol cutter proposition, the Gemini Rice Bran Oil campaign highlights the product benefits of 40 per cent more Oryzanol as compared to any regular rice bran oil, working to reduce bad cholesterol in the body, more effectively.

     

    Speaking about the new campaign, Subin Sivan, Marketing Head, Cargill’s oils business in India said: “Studies indicate that 80 per cent 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 per cent 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.”

     

    Added Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas: “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.”

     

     

  • Highlights the five warriors which makes it the ideal oil for complete heart care

    NatureFresh gets consumers to think beyond cholesterol

    By A Correspondent

     

    Nature Fresh Acti Heart has unveiled its first ad campaign, #PooraKhayaal. Speaking on the launch of the new campaign, Subin Sivan, Marketing Head, Cargill’s oils business in India said: “Cardiovascular problems are increasingly becoming a significant area of concern among urban households today. In India specifically, the problem is salient among a younger population. Unfortunately, a lot of the information and awareness around heart problems are limited to cholesterol reduction. NatureFresh Acti Heart’s campaign #PooraKhayaal aims to shift the narrative from cholesterol reduction to complete heart care. Our goal to is enable consumers to question their current choice of cooking oils that only addresses cholesterol.”

     

    Added Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas: “At Lowe Lintas, we nurture brands to become strong partners to consumers. NatureFresh Acti-Heart is one such brand. Heart health is a big concern today, even among the youth, due to the chaotic, always-on lives we lead. The current perception among consumers is that if cholesterol is in control, they and their family will be free from heart ailments. Through #PooraKhayaal, the intent is to bust this myth through impactful stories and encourage consumers to question their choice of cooking oil.”