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Freedom Sunflower oil launches ‘Coaching the Coach’ campaign with Rahul Dravid, urges consumers to review pack quantity before purchase
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Monday, 24 November, 2025, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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In a strong push for consumer awareness, Freedom Sunflower Oil has unveiled its latest campaign, Coaching the Coach, featuring cricket legend Rahul Dravid. Using a clever analogy between cricket’s Decision Review System (DRS) and the brand’s newly coined Pack Review System (PRS), the campaign encourages consumers to carefully check the net quantity of edible oil in pouches before buying.
Backed by guidelines from the Ministry of Consumer Affairs, every 1-litre pouch of sunflower oil must legally contain 910 grams of oil. However, many brands sell pouches that look like 1-litre packs but contain only 800–870 grams, misleading consumers who rely solely on appearance. The standard gross weight oil plus packaging should be around 918 grams, depending on pouch film thickness.
Dravid, known for his discipline and accuracy on the field, emphasizes the importance of applying the same scrutiny while shopping. Just as DRS helps teams make the right decision, PRS encourages buyers to flip the pack and verify the quantity printed on the label. This simple act, the brand says, prevents consumers from being short-changed and ensures they get the full measure for the price they pay.
The campaign also reinforces Freedom Sunflower Oil’s own assurance — every 1-litre pouch contains the mandated 910 grams of refined sunflower oil. The brand highlights its 101 quality checks and advanced refining process, ensuring the product remains pure, light, and efficient for cooking.
P. Chandra Shekhara Reddy, senior vice-president, sales & marketing at Gemini Edibles & Fats India Ltd., said the initiative stems from the company’s commitment to empowering consumers. “It is important for consumers to check the quantity of edible oil in the pouch before buying any brand. We want buyers to be informed, aware, and protected from misleading practices.”
Adding to this, Chetan Pimpalkhute, head of marketing, reiterated the brand’s long-standing philosophy: “Oil should be less in the food, never in the pack.” He stressed that visual appearances can mislead shoppers, making it crucial to read the label and confirm the net weight.
With deceptive packaging becoming a growing concern, the Coaching the Coach campaign aims to create nationwide awareness, helping families make informed choices and ensuring they receive honest value — every single time.
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