Kohinoor seeks to convert loose rice buyers to 'Everyday Basmati'

Conceptualised by Scarecrow, Delhi, the TVC deviates from the usual food commercials which are a series of glorified eating shots and focuses on a housewife's grocery shopping behaviour

BestMediaInfo Bureau | Delhi | September 13, 2013

Click on the image to watch the TVC.

Kohinoor Foods is back on air after two years. The television commercial for Kohinoor's 'Everyday Basmati' brand, conceptualised by Scarecrow Communications, Delhi, deviates from the usual food commercials which are a series of glorified eating shots.

The ad film addresses some key strategic problems. Most people buy loose basmati for price reasons. But they believe that the sack of loose basmati grain is adulterated with inferior grain. So the film is born out of exact observations of consumer behaviour. With Everyday Basmati, they can buy great quality basmati at a price that's within their budget.

The film shows a woman walking into a kirana shop to buy basmati rice. What follows is a series of funny situations. The housewife selects one grain from a sack of loose basmati, after smelling it. Then she selects a couple of more grains from the next sack, after checking its texture. And a few more grains from the third after seeing how many of them are split. It's almost like one would choose fruits or vegetables.

The rest of the people in the store watch her curiously. Finally, when the shopkeeper can't take it anymore, he asks her the reason for behaving like this. The housewife replies saying she's selecting the right basmati grains. To which the shopkeeper responds by saying that with 'Everyday Basmati' rice, she doesn't have to sift for perfect grains any more.

Anindya Banerjee, Branch Head and Executive Creative Director, Scarecrow Delhi, said, “Most food commercials are a series of glorified eating shots. We wanted to portray the situation before the eating shots – the effort that an exacting housewife goes through to buy the best for her family and eventually reach that beautiful eating shot.”

Anuj Mehtani, VP, Scarecrow Delhi, added, “Kohinoor Basmati is a brand with the longest heritage in its category. On one hand there was a need to balance its 'expensive' imagery and on the other, this new sub-brand was intended to convert loose basmati buyers into Kohinoor's Everyday fold.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Scarecrow Communications, Delhi

Creative: Raghu Bhatt, Anindya Banerjee, Satyen Parab

Servicing: Arunava Sengupta, Anuj Mehtani, Kushagra Nigam

Production: Opus Communications

Producer: Indrani Mukherjee

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