Gemini highlights product advantages via ‘Cholesterol Cutter’ campaign

09 Aug,2019

By A Correspondent


Gemini Rice Bran Oil has unveiled its first national campaign. Aimed at better cholesterol reduction through its cholesterol cutter proposition, the Gemini Rice Bran Oil campaign highlights the product benefits of 40 per cent more Oryzanol as compared to any regular rice bran oil, working to reduce bad cholesterol in the body, more effectively.


Speaking about the new campaign, Subin Sivan, Marketing Head, Cargill’s oils business in India said: “Studies indicate that 80 per cent of consumers are concerned about their heart health and cholesterol. In a move to fuel Indian kitchens with healthier alternatives, we launched Gemini™ Rice Bran Oil with a stronger cholesterol reduction claim supported by the presence of 40 per cent more oryzanol as compared to any regular rice bran oil. The cholesterol cutter campaign aims to establish this product superiority and build greater resonance amongst consumers regarding the benefit of choosing Gemini Rice Bran Oil, as their preferred cooking medium.”


Added Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas: “When you have sharp product delivery, the onus is on the idea to deliver a hook that neatly grasps the consumer’s attention – and so the ‘Cholesterol Cutter’ was born. In the TVC, a bittersweet story talks about how it hurts when things like marks get cut, but not when it comes to cholesterol. A playful music track holds everything in place memorably. Though cholesterol is a much-repeated talking point, we created a signature style and tone for Gemini with ‘Cholesterol Cutter’ to make a difference in the conversation.”



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