Tirupati Edible Oils has rolled out a campaign, ‘Har Tyohar, Healthy Tyohar’ (every festival is a healthy festival), featuring actor Kareena Kapoor Khan, which showcases the importance of health as an essential component of happiness, especially during the festive season.

Conceptualised by VML, the campaign, which consists of an ad film captures the essence of festive celebrations, highlighting the joy of gathering with loved ones, indulging in delicious meals, and creating cherished memories. Khan reflects on how each household celebrates festivals differently, but the one common thread is the importance of good food. At the core of the campaign is the message that choosing the right edible oil can contribute to holistic well-being. Khan illustrates this by emphasising the care she takes in selecting the best oil for her family's health, reinforcing the idea that true happiness goes hand in hand with good health. The narrative underscores the importance of small, mindful decisions such as using the right oil in everyday cooking that can have a lasting impact on one's health and overall well-being.

What we think about it: Khan shines through the ad film with vibrant visuals and relatable messaging for health-conscious consumers. The colourful celebration of food, family, and well-being captures the essence of festivals while subtly promoting mindful choices like using the right oil. Khan’s presence adds authenticity, making the campaign both engaging and impactful for audiences prioritising health this season.

Priyam Patel, managing director, NK Proteins, said, “This campaign is poised to target key markets in Gujarat and priority markets in western and northern India like Rajasthan, Madhya Pradesh, Maharashtra, and Delhi NCR. We expect it to drive significant growth for the brand in FY 2024-25. At Tirupati, we have always been dedicated to highlighting the health benefits of our edible oils. With this vibrant new campaign, we aim to extend the goodness of Tirupati Edible Oils to even more homes.”

Bhavna Shah, deputy CEO, NK Proteins, said, “This campaign is a testament to our commitment to inspiring healthier lifestyles. As a brand, we understand the role that good nutrition plays in enhancing the quality of life. By promoting the concept of ‘Healthy Wali Happiness,’ we aim to make our consumers feel empowered to make better choices that lead to healthier, happier lives. Our goal is to be a part of every family's journey towards well-being during this festive season and beyond."

Sameet Soni, executive creative director, VML India, said “We look forward to festivals, meeting friends, family and celebrations. However, if you’re a foodie, you look forward to all the good food that’s served during these festivals. We wanted to celebrate the foodie in each of us with Kareena as brand ambassador.”

Abhay Godbole, vice president, VML India, added “Tirupati Edible Oils has been a trusted name in the region, and with this campaign, we’re ready to elevate the brand to new heights in the competitive edible oil market. This campaign is more than just a celebration of colors, food, and festivals; it’s a celebration of the health and happiness that Tirupati Edible Oils brings to every meal. This festive season, Tirupati Edible Oils is not just part of the kitchen—it’s the heart of ‘Healthy Wali Happiness’ in every home.”