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A Star Advocate for Smarter Kitchens: Keerthy Suresh Ignites Fiona’s Choose Better Movement Across South India

Swarnadwip Nath Published Aug 02, 2025, 12:15 AM Updated Sep 17, 2026, 08:27 PM

Fiona Refined Sunflower Oil, a homegrown brand from Bunge India, has launched its new ‘Choose Better. Eat Better’ campaign, led by acclaimed actress Keerthy Suresh, urging South Indian families to rethink their everyday cooking oil choices. With an innovative blend of star power, nutritional focus, and regional relevance, the campaign aims to influence how health-conscious homemakers make decisions in their kitchens as of August 1, 2025.

Introducing the Movement

National-award-winning actress Keerthy Suresh headlines Fiona’s new effort designed to elevate both health and taste in home cooking. Tapping into the concern that simply being health-conscious without evaluating the kind of oil used is only “half the job done,” Keerthy introduces Fiona Refined Sunflower Oil as the smarter solution for families balancing tradition, taste, and nutrition.

Key Highlights

The campaign revolves around the core message: Choose Better. Eat Better, aimed at families looking for smarter ways to incorporate nutrition in daily cooking.
Keerthy’s involvement is positioned to build instant trust and credibility, reflecting her thoughtful, health-centric choices both on and off screen.
The TV commercial opens inside a warm South Indian kitchen. Keerthy observes a friend cooking healthy, organic food using regular oil and points out the overlooked importance of oil choice. She recommends becoming oil-conscious for maximum health benefits.

Why This Matters

The campaign spotlights the VitoProtect formula in Fiona Refined Sunflower Oil, which enables up to 50 percent more vitamin transfer from oil to food compared to standard sunflower oils. This innovation is marketed as elevating the nutritional value of home-cooked meals, not just their flavor.

Bunge India’s leadership emphasizes the lasting impact of everyday kitchen decisions on long-term family health, stating the company’s vision is to empower homemakers to make informed choices that don’t compromise on taste or tradition.

Deep Regional Focus

Fiona’s message is crafted specifically for Kannada and Telugu-speaking audiences across Karnataka, Andhra Pradesh, and Telangana.

Amplification plans include extensive visibility via top regional TV channels, digital platforms, and standout in-store displays to keep the message “Choose Better, Eat Better” top-of-mind during daily grocery purchases.

Real Voices Behind the Campaign

Sandeep Singh, vice president, sales, and CEO of Bunge India, noted that everyday nutritional decisions start at home, expressing delight in Keerthy Suresh leading this movement due to her mass appeal and authenticity.

Keerthy Suresh said her association with Fiona’s ‘Choose Better’ campaign resonates deeply, as food and health remain central to family life. She emphasized that even small changes—like switching your cooking oil—can inspire broader, healthier habits.

Creative Credits

The television commercial was produced by Ashwathram Films, with creative direction from S.V. Ashwathram and cinematography by Sylvester Fonseca.

The agency behind the campaign, Lowe Lintas, designed the movement for maximum regional relatability and emotional connection.

What’s Next?

Beyond traditional and digital outreach, Fiona’s campaign will seek high ground-visibility at retail points, ensuring both homemakers and families are repeatedly reminded to rethink what goes into their kitchens.

The movement’s success will be closely watched as an example of how health, regional identity, and celebrity advocacy can shape household habits at scale in modern India.

Stay tuned for continued updates as Fiona’s campaign rolls out and inspires kitchens across South India to choose better and eat better every day.

Source: Adgully.com, Brand Equity (ET), Medicircle, MediaBrief, MxMIndia, Food & Beverages Processing India.

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