Freedom Healthy Cooking Oils, a brand under Gemini Edibles & Fats India Ltd, has launched a campaign centred on the theme of connecting people through traditional food. The initiative aims to highlight how Freedom Groundnut Oil maintains the authenticity of Telugu flavours while catering to changing tastes, emphasising the role of food in building and strengthening relationships.
The campaign includes three short stories that focus on relationships across different settings, all connected by traditional dishes prepared with Freedom Groundnut Oil. One narrative features a mother-in-law and her NRI daughter-in-law bonding over mirchi bajji. Despite cultural differences, the shared experience becomes a point of connection.
Another story portrays a grandmother and her grandson sharing vankaya curry, illustrating generational ties sustained through familiar recipes. A third scenario takes place in a workplace, where a lunch break is transformed by the aroma of gongura pachadi, bringing a moment of cultural familiarity to a routine day.
According to Mr. P Chandrashekhara Reddy, Sr. Vice President, Sales and Marketing, Gemini Edibles & Fats India Ltd, “At Freedom Healthy Cooking Oils, we always cherish the Indian family values and the way they bond Indian society. Through this innovative campaign, we tried to highlight the pivotal role played by food cooked with traditional recipes in healthy cooking oil in bridging the differences and bonding the family together.”
Commenting on the campaign, Mr. Chetan Pimpalkhute, GM – Marketing, Gemini Edibles & Fats India Ltd, said, “These three videos portray different relationships—a mother-in-law and daughter-in-law in one, a grandmother and grandson in another, and in the last, a workplace bond between two colleagues. Despite the varied contexts, they all carry the same underlying emotion: how food becomes a bridge between generations and cultures. In these narratives, Freedom Groundnut Oil plays a pivotal role in bringing people together through traditional yet timeless recipes. This shared sentiment is beautifully summed up in the line repeated across the ads: ‘Freedom verushanegatho chesina vantalu mee notiki isthayi asaluu sisalina Telugu ruchulu.’”
The campaign reinforces the brand’s message that Freedom Groundnut Oil supports the continuity of traditional cooking practices while reflecting changing social dynamics.
