Reliance Consumer Products unveils campaign for 'Independence' brand, tapping into deep-rooted culinary traditions

In Indian households, food is more than mere sustenance - it is an expression of love, heritage, and generational wisdom. Recognizing this cultural sentiment, Reliance Consumer Products has launched a new campaign for its daily essentials brand, Independence, with the tagline: "Khaaney Mein Samjhauta Nahi, Achaa Khaana Shuruaat Sahi" - which translates to "No Compromise in Food, Good Food Starts Right."

The campaign directed by filmmaker Shoojit Sircar, highlights the notion that food is not merely nourishment but a conduit of tradition and well-being. A centerpiece television commercial, supplemented by three additional product-focused films, emphasizes the importance of honoring cultural values while addressing modern dietary needs.

At the core of the campaign lies a sharp industry insight: India’s staples market remains highly fragmented. While numerous brands operate across different categories, no single entity commands dominance across the spectrum. “Despite the competition, no one brand has emerged as the leading name for all staple goods,” a Reliance Consumer Products spokesperson said. “With Independence, we seek to fill this gap by offering a comprehensive portfolio—including edible oils, flours, rice, pulses, sugar, ghee, spices, and salt - under one trusted brand.”

To establish Independence as a household name, Reliance Consumer Products is deploying a high-impact, multi-platform marketing strategy that blends traditional, digital, and emerging media channels. The campaign’s key elements include extensive television advertising, designed to capture broad audience engagement, alongside a robust digital initiative leveraging social media and content marketing. Partnerships with influencers will further reinforce the brand’s credibility and create meaningful resonance with target consumers.

Beyond television and digital outreach, Independence will make its presence known through strategic out-of-home branding, internal and external launch events, and collaborative partnerships. A strong focus on content-driven storytelling and user-generated content aims to cultivate enduring consumer engagement and brand loyalty.

Data plays a central role in shaping the campaign’s execution. Reliance Consumer Products has employed consumer insights and market research to support the brand’s foundational ethos of "Never Compromise."

“As a new entrant, we are committed to measuring the effectiveness of our campaign through the AIDA framework - tracking awareness, interest, desire, and action,” the spokesperson added. “Post-campaign assessments will help us evaluate brand recall, consumer engagement, purchase intent, and conversions, ensuring that we continuously refine our approach.”

The campaign’s primary target audience is homemakers, a demographic deeply invested in ensuring the highest quality food for their families. These consumers prioritize authenticity, reliability, and nutritional value in their purchasing decisions. The campaign will initially focus on key markets including Maharashtra, Uttar Pradesh, Delhi NCR, Punjab, West Bengal, and Madhya Pradesh-Chhattisgarh.

In a bid to maximize impact, Reliance Consumer Products has integrated digital, traditional, and emerging media strategies. Social media platforms such as Facebook, Instagram, and LinkedIn will serve as key engagement channels, employing video, carousel, and story-based advertisements. Digital marketing campaigns will drive online visibility, while high-profile television placements, billboards, and outdoor advertising will broaden reach. Additionally, on-ground events and content-driven marketing initiatives will strengthen consumer relationships and foster brand loyalty.