Reframing a casual phrase into a story of trust, responsibility, and everyday resilience.
Integrated communications agency Grapes Worldwide has launched a new campaign for Vibhor Oils titled ‘Kuch Bhi’, built around a familiar phrase heard in Indian kitchens. The campaign explores how the casual response “Kuch bhi” (meaning “anything”) is less about indifference and more a quiet expression of trust in the cook.
The films capture everyday moments where this phrase plays out-often placing the emotional burden on home cooks, especially women, who juggle taste, health, and changing moods. Vibhor Oils is positioned as a trusted ally in these daily decisions.
Actress Rupali Ganguly leads the campaign, bringing relatability and warmth to three slice-of-life narratives:
- A mother navigates her son’s changing meal requests.
- A woman adjusts to her mother-in-law’s last-minute preference shifts.
- A wife deals with her husband’s vague answer, masking the effort she invests.
Each story underscores the emotional labour behind cooking, often unseen but deeply felt.
Shradha Agarwal, Co-founder & CEO of Grapes Worldwide, said,
“’Kuch Bhi’ reflects an emotional contract in Indian homes. We wanted to turn this phrase into a story of trust and choice. Vibhor’s support for insight-driven storytelling made that possible.”
With the tagline “Mera Vishwas Vibhor Ke Saath”, the campaign reinforces Vibhor Oils as a reliable kitchen companion, blending taste with empathy.
‘Kuch Bhi’ marks another impactful addition to Grapes Worldwide’s growing FMCG portfolio, showcasing its strength in emotionally intelligent and culturally rooted storytelling.
