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Gemini Edibles to spend Rs 18 cr on ads & campaigns

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BANGALURU: Singapore based Golden Agri Resources Indian subsidiary Gemini Edibles & Fats India Private Limited (Gemini Edibles, GEF India) plans to spend Rs 18 crore towards mass media communications and brand building. Of these Rs 6 crore will be spent in the Karnataka market by the end of this fiscal revealed GEF India’s VP of sales and marketing P Chandra Sekhara Reddy. The company’s flagship brand ‘Freedom Refined Sunflower Oil’ is available in Andhra Pradesh, Telangana, Orissa and Tamil Nadu.

The brand’s creative and media buying duties are handled by R K Swamy BBDO.

GEF India managing director Pradeep Chowdhry and Reddy were at Bengaluru for the launch of GEF India’s 2-litre SKU of Freedom Refined Sunflower oil for the Karnataka market. The new 2 litre pack was launched by Sandalwood and Tollywood diva Pranitha Subhash.

Freedom brand oil contributed Rs 1,200 crore to GEF India’s Rs 3,300 crore revenue last fiscal. “We are targeting Rs 1,500 crore turnover for the brand,” revealed Reddy.

“Last fiscal we spent about Rs 1 crore per month on mass media communications. This fiscal our marketing spends will go up. Our TVCs’ are present on the top three regional channels in each of these states,” informed Reddy. “We are present on billboard’s, at point of sales, etc., In Andhra Pradesh and Telangana we also have over 100 BTL events every year,” he said further.

GEF India says that sunflower oil is the most preferred edible oil in Karnataka with a consumption of 25000 metric tonnes out of 80,000 metric tonnes of packed edible oils amounting to around 35 percent of total sales in Karnataka.

GEF India wants to increase its share of the sunflower edible oil market from the current four percent to a leadership in market share position in Karnataka. Reddy claims that the company’s products are now available in 90-95 of the 100 largest cities and towns in the state. In the three other states where its products, are sold the company claims a market share of over 35 percent and a pole position in each.

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