Cargill Foods’ Gemini Cooking oil in its new campaign ‘Apna Parivaar Apni Gemini’ highlights the long-lasting relation between the brand and its consumers across generations. Along with healthy food, the cooking oil also serves legacy and family heritage to its consumers. Being a preferred brand in Maharashtra, it brings together the traditional roots and modern contemporary lifestyle with its latest campaign conceptualised by Lowe Lintas.
In the campaign, Gemini traces its three-decade long journey, the role it has been playing in the hearts and kitchens of millions of Maharashtrian consumers. The preparation of any meal in India starts with the pouring of oil into pan with the trust that the outcome will be as per the taste preferences and health benefits of everyone in the family.
Set against a melodious soundtrack created by Samiruddin and penned by lyricist Swanand Kirkire, the commercial depicts Gemini’s three decades of heritage – serving up trust, togetherness and health across different generations of consumers. Whenever the cooking oil is added into food preparation, there is a sound – a sizzle, a woosh, a bubbling, and this sound is one of fun, togetherness, taste and health. For so many homes, this sound and its association is linked inextricably with Gemini. The brand celebrates this fact with ‘Apna Parivaar Apni Gemini’ this festive season while further re-establishing the brand’s essence of trust and tradition to millions of households.
Neelima Burra, Chief Marketing Officer and Business Head, Health & Wellness, Cargill Foods India, said, “For generations Gemini has stood as the foundation of healthy families. With the new campaign, we are furthering the brand promise of goodness of health with Nutri-V i.e. Vitamins A, D & E and reassurance of generations. Our continuous effort to keep pace with the changing consumer needs has made it the No. 1 choice of our consumers with 25% market share in Maharashtra in the sunflower oil category. In the coming months, there will be an anticipated portfolio extension for our brand Gemini to continue to serve our consumers as well as enhance our relevance with the next generation of health-conscious consumers.”
Speaking on behalf of Lowe Lintas, Naveen Gaur, Chief Operating Officer, Lowe Lintas, said, “Dealing with heritage brands is always a challenge as one has to maintain that fine balance of not alienating your core base but at the same time factoring in the emerging trends. Gemini has been a part of the traditional Maharashtrian kitchen for over three decades. The current campaign beautifully celebrates this association with the evolving Maharashtrian consumers.”
Creative Agency: Lowe Lintas, Gurgaon
Director: Shekhar Kamble
Lyricist: Swanand Kirkire
Creative Head: Janmenjoy Mohanty
Production House: Coconut Films