Doctors’ Choice, the edible oil brand from Budge Budge Refineries Limited (BBRL), has signed Bengali actress Sandipta Sen for a year-long festive campaign. Instead of a single-season push, the brand is building a full calendar of cultural moments around family meals and traditional cooking.
A festival calendar, not a festival ad
The campaign is built around a series of planned photoshoots with Sen across occasions including Durga Puja, Diwali, Saraswati Puja, Chhath Puja, Karva Chauth, Poila Boishakh, New Year and Sindoor Khela. The creative positions Doctors’ Choice as part of the dishes, family gatherings and traditions that mark each celebration.
Shivam Agarwal, Head – Marketing & Strategy at Doctors’ Choice, said festivals in India are deeply connected with food, family and tradition, and the campaign is designed to create a “strong visual and emotional connection” with consumers.
Colour does the product work
The most useful device is visual: Sen wears a blue saree for Soyabean Oil, a red saree for Mustard Oil and a bright yellow saree for Sesame Oil. For festive moments she appears in a traditional Bengali red saree, linking celebration with the brand’s regional identity.
This gives each SKU a distinct wardrobe cue. Instead of explaining the oil type in every ad, the colour carries the variant. For a low-involvement purchase where shoppers habitually reach for a familiar pack, that kind of repeated cue can make the brand easier to recognise.
Why a year-long play matters
Regional food brands often concentrate media weight around the biggest festival windows. A year-long ambassador programme spreads presence across smaller, community-specific occasions such as Poila Boishakh and Sindoor Khela, and keeps the master brand active between major seasons.
Edible oil is a high-frequency, low-involvement category; buyers rarely compare every option in the aisle. A festival-linked campaign can improve mental availability because it attaches the brand to specific dishes and moments where the product is actually used.
The plan is to run the creative as a 360-degree push across online and offline channels, aimed first at Bengal and beyond. Sen described the campaign as a celebration of traditions, regional identities and the joy of preparing food for loved ones. The campaign has been conceptualised and designed by Catalyst, with Somnath Roy as Director of Photography.
What marketers can borrow
- Map the full regional festival calendar before writing the big-day ad.
- Give each product variant its own consistent colour code and visual grammar.
- Use one ambassador across online and offline touchpoints to build recognition.
- Extend the same festive storytelling to smaller, community-specific occasions.
For food brands, festivals are a recurring buying context for oil, sweets and staples. A clear visual system makes that context memorable.
Source: MediaNews4U
