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Ghodawat Consumer Limited, part of the rapidly growing Sanjay Ghodawat Group, has launched an evocative campaign for STAR Refined Oil, featuring renowned actress Raveena Tandon. Titled "Barso Ka Bharosa - Ab Nayi Pehchan Ke Sath," the campaign aims to connect with consumers and underscore the brand's commitment to quality during the festive season.
For over two decades, STAR Refined Oil has been a trusted choice for cooking oil, particularly in key markets such as Maharashtra, Karnataka, and Goa. The campaign introduces a refreshed brand identity, including a new logo and packaging design that enhances its premium appeal. The product line comprises sunflower, soybean, and cottonseed oils, available in sizes of 1 litre, 5 litres, and 15 litres to meet various culinary needs. STAR Refined Oil has established a robust presence in regions including Kolhapur, Sangli, Ichalkaranji, Ratnagiri, Sindhudurg, Satara, Belgaum, Hubballi, Dharwad, Nashik, Pune, and Mumbai.
Salloni Ghodawat, Director of Ghodawat Consumer, emphasised the campaign's objectives, stating, “With our refreshed identity, we aim to connect deeply with families across India. STAR Refined Oil is not just a product; it’s a trusted partner in every kitchen, ensuring delicious and pure meals. We are focused on making STAR a Regional Champion in the next five years.”
Raveena Tandon, a respected actress and Padma Shri awardee, brings a powerful emotional connection to consumers, making her an ideal ambassador for the brand. Shubham Shukla, Marketing Head at Ghodawat Consumer, outlined the campaign's strategic approach: “Our overall strategy allocates 20% of our marketing budget for creative production and 80% for platform distribution. Out of that, 60% will be dedicated to brand-building initiatives to foster long-term consumer relationships, while 40% will focus on sales promotions. Partnering with Raveena brings a fresh perspective to STAR Refined Oil, and her authenticity will strengthen our brand equity.”
The STAR Refined Oil campaign employs a comprehensive multi-channel strategy to maximise reach and engagement across various platforms. Engaging commercials featuring Raveena’s cooking experiences will air on TV and YouTube, while social media platforms like Instagram and Facebook will host interactive content, including live cooking sessions and user-generated contests to enhance community engagement. Targeted ads in regional magazines and strategic hoardings in high-traffic areas will further bolster brand visibility. In-store displays and promotional deals will also encourage shoppers to try STAR Refined Oil, showcasing its quality.
As the festive season approaches, Ghodawat Consumer is confident that STAR Refined Oil will continue to be a preferred choice for families across India. With Raveena Tandon's star power and Shubham Shukla's innovative marketing vision, the brand is well-positioned for significant growth and market expansion.
