GRB Dairy Foods has launched a new multilingual campaign aimed at explaining the science behind ghee purity, bringing laboratory testing methods into consumer communication to build greater awareness around food quality and authenticity.
The campaign takes consumers behind the scenes of GRB’s quality assurance process and highlights the scientific testing used by the company to validate the purity and authenticity of its ghee. It is being rolled out across digital and social media platforms in Tamil, Telugu, Kannada, Malayalam, Marathi, Hindi, Odia and Bengali.
At the centre of the campaign is Gas Chromatography (GC), a high-precision analytical technique widely used in food science to examine the chemical composition of products.
In the case of ghee, Gas Chromatography can help analyse its composition and create what the company describes as a unique “molecular fingerprint”. This allows the product to be assessed against established parameters and helps GRB ensure that its ghee meets the company’s quality standards.
Through its campaign film and accompanying digital content, GRB is attempting to simplify this otherwise technical laboratory process and make it understandable to ordinary consumers. The campaign demonstrates how scientific testing, technology and technical expertise are used behind the scenes to maintain product purity and consistency.
Balakarthik Balasubramaniam, director, GRB Dairy Foods, said that advances in food science have created sophisticated methods of assessing product quality, but consumers rarely get an opportunity to understand what happens inside laboratories and manufacturing facilities.
“Food science has made remarkable advances over the years, but much of that knowledge remains confined to laboratories and manufacturing facilities. We saw an opportunity to bridge that gap by introducing consumers to Gas Chromatography which is an advanced analytical technique used globally to evaluate the purity and composition of ghee,” he said.
“While the science behind it is sophisticated, the objective is simple: helping consumers better understand the rigorous processes that support the products they bring into their homes. We believe that greater awareness leads to greater confidence, and this campaign is a step towards making the science of quality more accessible to consumers in India and across our international markets,” Balasubramaniam added.
By placing laboratory science at the centre of its consumer communication, GRB is seeking to move the conversation around ghee beyond traditional claims of taste and purity and towards greater understanding of how product quality is scientifically evaluated.
The campaign also reflects the company’s broader focus on transparency and consumer trust by making technical aspects of its quality assurance process more accessible to the public.