Gulab, a legacy edible oil brand, unveils ‘The Good Side of Life,’ its new initiative fronted by actor Arjun Rampal. Led by Director & CEO Dishit Nathwani, this launch highlights Gulab’s dedication to connecting with consumers through relatable, everyday storytelling.
Presenting its wide range of cold-pressed oils, the film adopts a contemporary communication approach that reflects how consumers today are reassessing pace, priorities, and presence in their lives. It focuses on the idea of slowing down and being present in the moment, a theme that aligns with current consumer sentiment shaped by constant digital engagement and fast-paced routines.
Speaking on the launch, Dishit Nathwani, Director & CEO, Gulab, said, “The campaign reflects how consumer mindsets are changing. People today do not want brands to dictate choices. They respond better to communication that understands their realities and reflects them honestly. The Good Side of Life captures this by focusing on the importance of being present and appreciating everyday moments.”
Featuring Bollywood Actor Arjun Rampal, the film connects with contemporary audiences while maintaining a grounded presence. It adds familiarity and credibility, helping the brand engage a generation that values substance and authenticity.
Sharing his thoughts on the association, Arjun Rampal said, “The Good Side of Life resonated with me because it reflects something we all experience. Life moves quickly, and we often forget to live in the moment. This campaign captures that feeling simply and honestly, without overstating it.”
The film is available across the brand’s digital platforms. With The Good Side of Life, Gulab remains closely aligned with consumer sentiment, using storytelling that reflects how people aspire to live today: more aware and more present.
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