Mumbai: Ghodawat Consumer, an FMCG wing of the conglomerate in India, Sanjay Ghodawat Group, has officially launched an evocative new campaign for STAR Refined Oil, starring acclaimed actress Raveena Tandon, perfectly timed for the festive season. The campaign, titled "Barso Ka Bharosa - Ab Nayi Pehchan Ke Sath" aims to connect with consumers and reinforce the brand’s dedication to quality.
For more than two decades, STAR Refined Oil has been a reliable option for cooking oil, maintaining a firm position in key markets such as Maharashtra, Karnataka, and Goa. The campaign features a brand refresh with a new logo and packaging design that enhances its premium appeal. The product line includes sunflower, soybean, and cottonseed oils in convenient packaging sizes of 1 litre, 5 litres, and 15 litres that cater to a variety of culinary demands. STAR Refined Oil has established a solid presence in key regions, including Kolhapur, Sangli, Ichalkaranji, Ratnagiri, Sindhudurg, Satara, Belgaum, Hubballi, Dharwad, Nashik, Pune, and Mumbai.
Ghodawat Consumer director Salloni Ghodawat emphasised the campaign's goal by 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 is one of the most respected actresses and a Padma Shri awardee. Ever-green as the 'Queen of Bollywood' from the 90s creates a powerful emotional connection with consumers, making her an ideal brand ambassador. Shubham Shukla, marketing head at Ghodawat Consumer outlined the campaign's strategic approach; “Our overall strategy allocates 20per cent of our marketing budget for creative production and 80per cent for platform distribution. Out of that, 60per cent will be dedicated to brand-building initiatives to foster long-term consumer relationships, while 40per cent will focus on sales promotions. Partnering with Raveena brings a fresh perspective to STAR Refined Oil, and her authenticity will strengthen our brand equity.”
STAR Refined Oil campaign incorporates a comprehensive multi-channel approach aimed at maximizing reach and engagement across various platforms. Engaging commercials featuring Raveena’s personal cooking experiences will air on TV and YouTube, while social media platforms like Instagram and Facebook will showcase interactive content, including live cooking sessions and user-generated contests to enhance community engagement. Targeted ads in regional magazines, alongside strategic hoardings in high-traffic areas, will further boost brand visibility. In-store displays and promotional deals are also set to encourage shoppers to try STAR Refined Oil, highlighting its quality.
As the festive season approaches, Ghodawat Consumer is confident that STAR Refined Oil will remain a preferred choice for families across India. With Raveena Tandon's star power and Shubham Shukla's innovative marketing vision, the brand is poised for significant growth and market expansion.
