Gokul Agro Resources has launched a new national campaign for its edible oil brand Vitalife, built around the proposition ‘Swaad Swaad Mein Sehat’ and aimed at encouraging consumers to choose home-cooked meals more often.
The campaign shifts the focus from competition within the edible oil category to changing eating habits. It addresses the growing influence of food delivery, eating out and convenience-led choices on everyday meals.
The campaign comprises three films in Hindi, Gujarati and Bengali. The films feature foods that consumers commonly order from outside and bring the idea into the home kitchen, positioning home cooking as an alternative to convenience-led eating.
“We want to encourage families to choose home-cooked food more often. For us, if Vitalife can play a small part in bringing more wholesome, home-cooked meals to the table, we’ve done our job,” said Arun Harne, chief business officer, Gokul Agro Resources.
The initiative includes the Home-Cooked Food Index, an annual study designed to examine how many meals Indian families prepare at home. Vitalife is also rolling out a creator programme across Gujarat, Punjab, Bengal and Maharashtra.
The media campaign will run across Meta, YouTube, OTT and connected TV platforms, targeting consumers across key Indian markets.
Anil Nair, co-founder, Glassbox, said the campaign was designed as a broader platform rather than a standalone advertising exercise, bringing together the films, consumer index, creator programme and retail presence.
Geetanjali Bhattacharji, co-founder, Glassbox, said the campaign focuses on consumer behaviour rather than competing brands, with convenience increasingly influencing how people eat.
The campaign also seeks to broaden the conversation around edible oils, traditionally centred on product features and functional benefits.
Pankaj Gupta, category manager, Gokul Agro Resources, said Vitalife was using ‘Swaad Swaad Mein Sehat’ to connect taste and health with everyday food choices.
Vitalife’s portfolio includes refined sunflower oil, kachi ghani mustard oil and refined soyabean oil, fortified with vitamins A, D and E. The products are sold through marketplaces and general trade.