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Kohinoor stamps brand leadership with Basmati Meter campaign

The commercial, conceived by Crayons, features the celebrity mother-daughter duo of Sharmila Tagore and Soha

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Kohinoor stamps brand leadership with Basmati Meter campaign

Kohinoor stamps brand leadership with Basmati Meter campaign

The commercial, conceived by Crayons, features the celebrity mother-daughter duo of Sharmila Tagore and Soha

Pallavi Goorha Kashyup | Mumbai | September 23, 2011

publive-imageKohinoor Basmati rice has launched a new commercial where the brand prompts the consumer to give a thought to their rice – whether it is true basmati or not.  For a category where there is hardly any visual differentiation among various brands, the Kohinoor Basmati Meter concept is a revolutionary initiative to educate and help consumer to choose 'true basmati' rice.

The commercial stars the celebrity mother-daughter duo of Sharmila Tagore and Soha to address the concerns of new generation young women consumers coupled with the experience of the senior generation. Incidentally, Sharmila had first endorsed Kohinoor Basmati a decade ago and has developed a strong association with the brand.

The TVC was conceived by Crayons Advertising and produced by Venus Films.

Talking about the need for such a concept, Puneet Mahajan, Vice-President, Kohinoor Speciality Foods India, said, “One of the peculiarities of this category is that the consumer has plenty of options but he/she is unable to distinguish between them. You can get a basmati rice brand from Rs 50 to Rs 150 per kg, but will not be able to figure out the difference unless it is too obvious. Hence, there was need to reinforce brand leadership and the brand's promise of serving authenticity with a strong reason to believe.”

Mahajan added, “The Basmati meter, a handheld device, is not just a promotional item. We firmly believe it will increase awareness in the category where the purchase is more out of habit than choice.”

Ranjan  Bargotra, President, Crayons Advertising, said, “Breaking the clutter and getting noticed yet keeping the relevance intact was a very important factor which played on our minds, and the basmati meter afforded us just that. We just had to put more weight behind it through royal celebrity endorsement. It became the differentiating factor, reinforced leadership status and induced curiosity. We felt segregating the king from the pawns in this category was simply the need of the hour.”

Bargotra added that it is also the first time that the same TVC concept has also been shot in Tamil using the southern film star Trisha and her mother. This was done to ensure a better connect to the audience in the South by leveraging regional celebrities.

The campaign is on air across the country on national as well as regional channels and is being supported by print and outdoor medium.

Pallavi.Goorha@BestMediaInfo.com

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