Communications agency Grapes Worldwide has developed a new advertising campaign for Vibhor Oils titled ‘Kuch Bhi’, drawing on a common kitchen phrase to reflect everyday dynamics within Indian households.
The campaign centres on the typical question, “What should I cook?” and the familiar response, “Kuch bhi” (anything). Rather than portraying this reply as a sign of indifference, the campaign presents it as an expression of trust in the person preparing the meal.
The films explore the unacknowledged expectations and mental load that often accompany such exchanges, particularly for women who make cooking decisions on a daily basis. Vibhor Oils is positioned in the campaign as a consistent support in that routine.
Television actor Rupali Ganguly leads the campaign, portraying characters that navigate domestic cooking decisions. The stories are told through short films based on everyday situations: a mother responding to a son’s shifting demands, a daughter-in-law dealing with a mother-in-law’s changing preferences, and a husband questioning a meal after offering no clear input. Each film highlights the role of the woman in balancing taste, timing and emotions.
“At Grapes Worldwide, we believe the strongest ideas often come from everyday truths. ‘Kuch Bhi’ is not just a phrase. It reflects a deep emotional contract within Indian homes. This campaign gave us the opportunity to turn a casual remark into a story of trust, responsibility and choice. Vibhor’s belief in insight led storytelling made it possible to bring that emotion to life in a way that is both authentic and memorable,” said Shradha Agarwal, Co-founder & CEO at Grapes Worldwide.
The campaign concludes with the line “Mera Vishwas Vibhor Ke Saath”, intended to reflect the trust placed in the brand within the context of daily kitchen life.
The campaign is part of Grapes Worldwide’s broader work in the FMCG sector, focusing on culturally rooted storytelling.
