Mumbai: Cargill has appointed BBDO India to manage the brand strategy and creative for their portfolio of edible oil brands.

Cargill has been striving in India since 1987, providing products such as edible oils, grains, and other verticals. Despite a competitive market fuelled by India’s high oil consumption, Cargill has managed to maintain a steady hold on its audience by offering products relevant to a variety of demographics and regions.

In recognition of BBDO India’s great work on the Gemini 2021 campaign, which challenged the age-old habit of women limiting themselves to the kitchen and never finding time to explore their full potential, Cargill made BBDO India their AOR for their edible oil brand portfolio. Now that Indian consumers are becoming more aware of their consumption habits, Cargill and BBDO will work together to identify contexts and insights that can further help make a positive impact on consumers' lives.

Asked about the partnership, BBDO India GM and chief growth officer Nikhil Mahajan said, "The relationship between us has been built on great conversations, insightful work, and the desire to do something more than just an ad. With a unified vision and a common goal, I am certain that this partnership will lead to some great pieces of work that will always find ways to stir up a conversation with our consumers."

BBDO India (Delhi) chief creative officer Krishna Mani added, "We are really looking forward to working with our partners at Cargill to write meaningful and impactful narratives for various brands in their portfolio."