Freedom Healthy Cooking Oils has launched its new consumer awareness campaign, ‘Freedom Dil Ki Baat’, featuring former Indian cricketer Rahul Dravid. The campaign focuses on cholesterol and heart health, while encouraging families to pay greater attention to the everyday choices they make for their parents and loved ones.
The campaign uses a simple, relatable conversation to bring the subject of heart health into the household, with cooking oil positioned as one of the everyday choices consumers can reconsider.
According to the brand, the campaign is built around growing concerns around cholesterol in India. It cites the ICMR-INDIAB National Study, which reported that nine out of 10 Indians have abnormal cholesterol levels, while the Indian Heart Association has reported that 50% of heart attacks among Indian men occur before the age of 50.
Featuring Rahul Dravid, the campaign draws attention to the role of bad cholesterol, which can build up in the arteries without obvious symptoms. It also brings the conversation into the context of family health, asking consumers to be more mindful of their parents’ wellbeing and the everyday choices made for them.
The campaign highlights Freedom Rice Bran Oil, which contains 10,000+ PPM Natural Oryzanol, a natural antioxidant that the brand says supports healthy cholesterol levels and heart health.
The communication also points to rice bran oil’s versatility across Indian cooking methods and its neutral taste, allowing the flavour of the food to remain prominent.
At the heart of the campaign is a simple proposition: while changing someone’s heart is impossible, changing the cooking oil is an easy everyday choice. The brand encourages this alongside a balanced diet and regular exercise as part of a heart-conscious lifestyle.
The association with Dravid gives the campaign a familiar face while keeping the communication centred on preventive health and everyday behaviour.
“With this advertisement, we appeal to change the cooking oil, as by just changing cooking oil, good cholesterol level will increase and no one will notice the change except their heart. Freedom Rice Bran Oil, with 10,000+ PPM Natural Oryzanol, gives consumers an option to consider as part of their everyday cooking. The message is simple: listen to your heart, make informed choices and choose what’s better for your family, as it is not easy to replace ‘Dil (Heart)’ of your loved ones, however it is easier to change to ‘Freedom Rice Bran Oil’.” he said.
Speaking on the campaign, Mr. P Chandra Shekhara Reddy, Senior Vice-President of Sales & Marketing, Gemini Edibles & Fats India Ltd, said, “Heart health is something every family should pay attention to, especially when concerns such as high cholesterol can often remain unnoticed. It is equally important to be mindful of our parents’ health and wellness and the everyday choices that can support their heart health.”
“Through Freedom Dil Ki Baat, we want to make this conversation simple and relatable for consumers. The campaign encourages families to look at the small choices they make every day and take meaningful steps towards a heart smart lifestyle. Our association with Rahul Dravid helps us take this important message to households in a manner that is engaging and easy to understand.”
According to Mr. Chetan Pimpalkhute, Head Marketing, Gemini Edibles & Fats India Ltd, “At Freedom, we believe that better health begins with everyday choices. With Freedom Dil Ki Baat, we wanted to bring the conversation around cholesterol and heart health closer to families in a simple and relatable manner. Parents resist changing oil in kitchen.”
