The campaign celebrates the joy of festive indulgence – made lighter, healthier, and happier.
VML India, WPP’s marketing transformation company, has unveiled a new festive campaign for Tirupati Edible Oils by NK Proteins, bringing back the magic of ‘Breathless’ – the iconic track by Shankar Mahadevan – in a reimagined rendition sung by his son, Siddharth Mahadevan.
As the festive season sweeps across India, food takes centre stage – from endless rounds of snacks and sweets to grand family feasts. Yet, indulgence often comes with a side of guilt. Tirupati Edible Oils aims to change that narrative with its promise of healthy, happy celebrations. Fortified with essential vitamins and nutrients, the brand positions its range as the perfect way to enjoy festive favourites – without compromise.
VML’s campaign brings this promise to life through an energetic, high-tempo film featuring the reinterpreted ‘Breathless’track. The music, reimagined as a non-stop culinary anthem, captures the rhythm and joy of festive indulgence – made lighter and guilt-free with Tirupati Edible Oils.
Shaileen Patel, General Manager – Business Development & Marcom, NK Proteins, said:
“Festivals offer a powerful opportunity to connect with families when they’re most emotionally engaged, and this campaign captures that spirit beautifully. By reimagining ‘Breathless’, we’re celebrating the joy of non-stop festive feasting – made healthier with Tirupati. After all, Har Tyohar Healthy Happy, Jab Tel Ho Tirupati. This film brings that promise alive with emotion, energy, and authenticity.”
Babita Baruah, CEO, VML India, added:
“At VML, we value partnerships rooted in trust and shared purpose. Our collaboration with NK Proteins is a perfect example. Together, we’ve crafted a story that celebrates family, food, and wellbeing – a creative idea that’s emotional, relatable, and inspiring.”
The film has been launched to mark the beginning of the festive season. Through its vibrant storytelling and cultural insight, the campaign reinforces Tirupati Edible Oils as not just a cooking essential, but a trusted partner in creating healthy, happy, and endless celebrations.
Film Credits:
Client – NK Proteins Pvt. Ltd.
Brand – Tirupati Edible Oils
Agency – VML India
Production House – Hogarth Worldwide
Managing Director, NK Proteins – Priyam Patel
General Manager, Business Development & Marcom – Shaileen Patel
Brand Team – Umedsinh Solanki, Vivek Bhatt
Agency Leadership – Vijay Jacob Parakkal
National Creative Director – Arjun Mukherjee
Creative Team – Moeinuk Sengupta, Kaushik Roy, Sumit Das, Pritha Ghosh, Anirban Sengupta, Ananyo Banerjee, Bodhisattwa Banerjee
Account Management – Soumya Chattopadhyay, Arko Majumdar, Arighna Goswami, Araghni Banerjee
Account Planning – Ayan Banik, Antara Dey
Director – Alok Kulkarni
Singer – Siddharth Mahadevan
Music Director – Aman Pant
Producers – Meherzad Contractor, Ashish Nandal, Riddho Roy
