Hyderabad, Oct 01: Freedom Healthy Cooking Oils, one of India’s edible oil brands, has launched its new ‘Freedom Dil Ki Baat’ campaign featuring former Indian cricketer Rahul Dravid, aimed at creating awareness about cholesterol and encouraging consumers to make informed choices for their heart health. Through a simple and relatable conversation, the campaign highlights the importance of paying attention to heart health and making small changes in everyday cooking habits. Cholesterol is a growing health concern in India, with 9 out of 10 Indians reported to have abnormal cholesterol levels, according to the ICMR-INDIAB National Study. Alarmingly, 50% of heart attacks among Indian men occur before the age of 50, according to the Indian Heart Association, highlighting the need for greater awareness and preventive action.
Featuring Rahul Dravid, the campaign draws attention to bad cholesterol, which can silently build up in the arteries, and encourages families to think about the heart health of their parents. Taking care of parents’ health and wellness is also an important part of the campaign, encouraging families to be more mindful of the everyday choices they make for their parents. The campaign highlights Freedom Rice Bran Oil, which contains 10,000+ PPM Natural Oryzanol, a natural antioxidant known to support healthy cholesterol levels and heart health. RBO proves to be the perfect ally in the kitchen, seamlessly adapting to a wide range of Indian cooking methods while offering a neutral taste that lets the authentic flavors of every dish shine through. It encourages consumers to complement mindful cooking choices with a balanced diet and regular exercise as part of a heart smart lifestyle.
The central message of the campaign is simple: while replacing the heart is not easy, replacing the cooking oil is an easy everyday choice. Through this thought, Freedom aims to encourage consumers to take a closer look at the choices they make for themselves and their families.
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. 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’.”
The campaign will be amplified across TV, digital and social media platforms, with Rahul Dravid encouraging consumers to become more aware of cholesterol and make heart conscious choices in their everyday lives.
Listen to your heart. Choose what’s better for your family. Choose Freedom.