Manju Warrier joins hands with GRB Ghee to celebrate Kerala's rich culinary heritage
, a name synonymous with purity and authenticity, has unveiled its latest integrated brand campaign featuring the icon of
Malayalam cinema
,
Manju Warrier
.
The collaboration is not just an endorsement but a heartfelt celebration of the deep-rooted food values cherished by Malayalees.
The creative narrative draws on this emotional connection Malayalees have with ghee—seen in moments like the aroma of a grandmother's dosa, festive biryanis,
Onam feasts
brimming with flavour, and the joy of sharing a meal with loved ones.
The film featuring Warrier taps into this insight, showing how GRB Ghee evokes the feeling of home and authenticity across generations.
Bala Karthik, director at GRB said, 'Malayalee consumers don't just buy products—they embrace experiences that reflect their
cultural identity
. The state is home to evolved, discerning consumers who value authenticity, purity, and quality. This campaign featuring Manju Warrier is our sincere tribute to the refined culinary sensibilities of Kerala.'
The campaign underscores GRB's continued commitment to delivering culturally relevant and market-specific messaging, while fostering a deeper emotional connection with consumers across India.
Warrier said, 'I'm proud to associate with a brand that understands the emotions behind everyday meals and the cultural significance of food in Kerala.'
The campaign has been rolled out across television, digital platforms and social media—reaching homes across Kerala and resonating with consumers who value authenticity and emotional depth in their food choices.
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