Gokul Agro Resources Limited’s (GARL) consumer-facing edible oil brand VitaLife has launched its new brand campaign, ‘Swaad Swaad Mein Sehat’, built around the idea that making more conscious everyday food choices does not have to come at the cost of taste.
The campaign stems from changing food habits among consumers, particularly the growing familiarity of eating outside the home. While outside food offers convenience and taste, consumers may have limited visibility into the quality and choice of cooking oil used in its preparation. Through ‘Swaad Swaad Mein Sehat’, VitaLife brings the conversation back to home-cooked food, where consumers have greater control over the ingredients and cooking choices that go into their everyday meals.
The campaign will feature three films centred on three generations and three relatable food occasions, with each film showcasing one of VitaLife’s key edible oils — Sunflower Oil, Soyabean Oil and Mustard Oil.
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The first film is built around a child asking his mother for his favourite frankie. The creative reimagines the familiar food-delivery experience within the home, using visual cues of online food ordering and delivery tracking to create anticipation around an outside order, before revealing that the frankie is actually being prepared in the home kitchen.
The film reinforces the thought behind ‘Swaad Swaad Mein Sehat’ that choosing to cook at home does not have to come at the cost of taste or enjoyment. The mother uses VitaLife Refined Soyabean Oil while preparing the frankie, with the V3+ proposition brought into the narrative and linked to the larger campaign thought.
Speaking about the campaign, Arun Harne, Chief Business Officer, Gokul Agro Resources, said, “At VitaLife, our focus has always been on bringing together taste, everyday nutrition and quality for Indian households. ‘Swaad Swaad Mein Sehat’ is an extension of that belief and reflects the way families think about food today. They want to enjoy the food they love while also being mindful of what goes into it.Through this campaign, we wanted to bring that thought to life through simple, relatable family moments. The stories are not about asking consumers to compromise on taste, but about showing how everyday cooking choices can help families bring taste and nutritional considerations together. With VitaLife’s V3+ proposition and our range of edible oils, we aim to be a trusted part of these everyday food choices.”
Pankaj Gupta, Category Head, Gokul Agro Resources, said, “The thought behind ‘Swaad Swaad Mein Sehat’ comes from a very familiar change in the way we eat today. Outside food has become a regular part of our lives because it is convenient and enjoyable, but at home, consumers have greater visibility into the ingredients and choices that go into their food. We wanted to communicate this thought without making it feel instructional or preachy. That is why the campaign is built around three generations and everyday food occasions that families can recognise. The mother making a frankie for her child is one such moment. She does not take away what her child wants but chooses to prepare it at home. Through VitaLife, we want to encourage consumers to look at everyday food choices differently and see that taste and nutritional considerations can be part of the same meal.”
The campaign has been credited to Geetanjali Bhattacharji, Co-founder, Glassbox.
