Brands
Be-Rite Sunflower Oil launches new Tamil Nadu campaign
MUMBAI: Time to lighten up the kitchen. Be-Rite Sunflower Oil, in partnership with Dentsu Creative Webchutney, has rolled out its latest Tamil Nadu campaign, Rite’ah Yosinga, Be-Rite Vaangunga (think rite, buy Be-Rite), encouraging consumers to make thoughtful choices while cooking with less oil absorption.
The campaign, featuring National Award-winning actor M.S. Bhaskar, blends humour and everyday family moments to show how Be-Rite keeps meals light, letting families enjoy second servings without guilt. Set in a Tamil household, the film captures the relatable struggle of resisting favourite dishes and positions Be-Rite as the perfect solution for mindful cooking.
Commenting on the creative approach, Dentsu Creative Webchutney CEO Indrajeet Mookherjee said, “Our task was to go beyond functional benefits and create a campaign that positions Be-Rite within everyday conversations. By integrating the brand’s unique value proposition of lightness into the familiar family moments that every Tamil household can relate to, we believe we have constructed a narrative that is not only memorable but also emotionally resonant.”
GEF India senior vice president sales & marketing Chandra Shekhara Reddy added, “With this campaign we wanted to enforce a simple and powerful truth – that at the end of the day, food is about joy. And choosing the right oil can let families enjoy more of what they love, without the guilt.”
GEF India head of marketing Chetan Pimpalkhute said, “In every Tamil household, there’s always space for one more serving. But often, people hold back for fear of overeating. That’s the insight we tapped into for this film, where Be-Rite oil empowers our consumers to cook more with less oil, without worrying about extra calories. We were confident that this simple, yet powerful thought would strike a chord with our audience.”
The campaign is live across television, digital, social media, newspapers, and radio, combining a high-impact festive burst with sustained engagement to strengthen Be-Rite’s presence and category share in Tamil Nadu.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
