TLDR: Grapes Worldwide has launched a new advertising campaign for Vibhor Oils, featuring actress Rupali Ganguly. The campaign, titled ‘Kuch Bhi’, highlights the unspoken trust and emotional labor involved in daily cooking decisions within Indian households, positioning Vibhor Oils as a trusted kitchen companion.
Grapes Worldwide, an established and globally integrated communications agency, has conceptualised and executed a new campaign for Vibhor Oils that brings to life a nuanced cultural insight familiar to Indian households. At its core is the everyday kitchen question, “what should I cook?” and the casual, often automatic response, “Kuch bhi” (anything). This campaign reframes the phrase not as indifference but as a quiet form of trust.
The narrative recognises that “kuch bhi” is not a lack of opinion but a reflection of the confidence placed in the person who cooks. It carries an unspoken expectation that the meal will meet everyone’s tastes, moods and health preferences. Beneath this lies the often overlooked mental load of homecooks, particularly women, who must make the right choice day after day. Vibhor positions itself as an ally in that daily responsibility.
Rupali Ganguly, one of the most recognised faces on Indian television, leads the campaign and brings authenticity to the role. Through her, the brand pays tribute to the everyday decision-making that happens in Indian kitchens. The stories are told through slice-of-life films that highlight not just culinary choices but also the emotional labour that goes into them.
The first film explores a typical mother-son interaction, where a seemingly simple “kuch bhi” spirals into changing demands and last-minute tantrums. The second portrays the dynamic between a woman and her mother-in-law, who alters her food preferences after the meal is already made. The third captures a husband questioning the outcome of his own vague response, unaware of the effort behind it. Across all three, the common thread is a woman balancing taste, timing and emotion with quiet resilience.
With this campaign, Vibhor reinforces its place in Indian homes as a trusted cooking companion. The line “Mera Vishwas Vibhor Ke Saath” becomes more than a slogan. It becomes a reflection of the everyday confidence with which women navigate the unspoken responsibilities of their kitchens.
