Eastern Condiments explores the diversity of Karnataka
The campaign, conceptualised by FCB Ulka, highlights that Eastern Masala is an integral part of the fabric of the Southern state
BestMediaInfo Bureau | Mumbai | March 4, 2015
Eastern Condiments, one of India's oldest and premier spice processing companies, has released its new TVC. The campaign has been conceptualised by FCB Ulka to highlight that Eastern Masala is an integral part of the fabric of Karnataka. The TVC will be aired on Kannada channels comprising general entertainment, music, movie and news channels.
The 35-second film is a journey through the vastly different geographies and topographies of one of the largest states in India – Karnataka, where people are asking a naturally welcoming question, 'Have you eaten?' in the varied local dialects of Kannada. This journey tells us about the diversity of Karnataka and Eastern's Puliogare Masala's universal acceptance across the state.
Commenting on the campaign, Robby Mathew, Chief Creative Officer, FCB Ulka, said, “The film aims to present Eastern Puliogare as the unanimous choice of people across Karnataka. Interesting use of dialects, costumes and locations helps weave the brand in the fabric of Karnataka. The TVC achieves this with simplicity and makes for a pleasant viewing.”
Shailesh Gupte, Vice-President, FCB Ulka, added here, “With Karnataka being so diverse, the challenge was to show the wholehearted acceptance of Eastern Puliogare. We also wanted to be competitive, though in a subtle manner. The film captures various dialects of Karnataka in a heart-warming way.”
Firoz Meeran, Managing Director, Eastern Condiments, said, “Our products are increasingly an integral part of the food habits of families across India. It fills me with joy to see Eastern Puliogare Masala being used by so many families in Karnataka.”
The TVC:
Credits:
Creative Agency: FCB Ulka
Chief Creative Officer: Robby Mathew
Associate Creative Director: R Sridhar
Account Management: Shailesh Gupte, Manisha Harit, Shruti Bhatt
Agency Producers: Alpa Jobalia, Ashish Barot
Production House: Mashmady Productions
Director: Prasanth Verma