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Suhana celebrates India’s ‘unified diversity’

Suhana’s first ever brand TVC, devised by Setu Advertising, defines the spice brand’s positioning strategy of ‘Tastemakers of India’

BestMediaInfo Bureau | Delhi | June 16, 2015

Suhana-TVC Click on the image to watch the TVC.

Suhana, the spice brand from Pravin Masalewale, emphasises their positioning as the ‘Tastemakers of India’ in their latest brand TVC. The concept of the TVC, devised by Setu Advertising, focuses on a simple message – that Suhana is a brand that knows and understands local flavours and empowers people from all over India to recreate these flavours in their own kitchens.

“Diversity is India’s greatest characteristic. It is also an advertiser’s biggest challenge, because every 100-200 km tastes, preferences and cultural nuances keep changing. And when it comes to food, this ‘change’ is even more distinct. For a brand like Suhana, which is so closely associated with food, this was the barrier that needed to be breached,” explained Rugwed Deshpande, Director, Setu Advertising.

The TVC features four families, one each from the North, East, West and South of India. Each family is composed to allow the expression of different relationships – mother and daughter, newlyweds, an expectant couple, and a father, mother and son. Food and exploring new flavours is the central theme that binds all these families together. And the narrative further draws us in, ending with the strategic thought process summed up in one line – ‘Aab Jab Chahe, Jo Chahe, Banayega India. Dil Khush Kar Dala Kahega India’.

“The demographic crafting of the characters was very strategically done to make it relevant to a varied set of audiences. These strategic characters were then laced with emotions through the story-telling to draw the audiences in,” said Abhijit Nikalje, Account Planner, Setu Advertising.

The TVC is crafted by production house Paper Plane Productions and directed by Saurabh Ghosh, while Amar Mangrulkar adds to the experience with his musical expertise.

Nasir Shaikh, Creative Head, Setu Advertising, added here, “The team that was put together for this TVC consisted of the absolute best in the business. Their craft helped elevate our vision to an even higher level.”

The TVC is currently being aired across primetime slots of several popular GECs such as Star Plus, Colors, Sony and a few news channels as well.

The TVC:



Client: Pravin Masalewale

Brand: Suhana

Creative agency: Setu Advertising

Production house: Paper Plane Production

Director: Saurabh Ghosh

Director of Photography: Anil Mehta

Music: Amar Mangrulkar

Editor: NileshVirbhar

Online Editor: Sanjay Chavan

Still Photography: Bharat Pawar

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