Conceptualised by Sideways, the campaign promotes tableware with the insight ‘Khane ko banaye khaas’
BestMediaInfo Bureau | Mumbai | September 16, 2016
Dining at a five-star or an upscale restaurant is an aspiration for most of us. Not all can afford the luxury but one doesn’t mind experiencing it once.
The latest campaign conceptualised by Sideways for Borosil’s Larah shows a similar scenario of a common man at an upscale restaurant.
The campaign opens with a man trying to order something from the ‘fancy’ menu. As he goes through the menu, a butler comes and asks him what he can get for him. The man reads from the menu, ‘delicately crisp fried wrap with rare….’ While he fumbles to pronounce the word, the butler completes ‘..savoury filling.’ The butler asks him if he would like it with some organic tamarind sauce to which the man says yes.
The butler proceeds to the kitchen to place the order but enters a door that opens to a crowded market and yells at a man for samosa and some chutney while asks for free coriander from another. He takes the order and is back in the sophistication of the restaurant as he serves the guest with his order. The man is surprised to see two small samosas with three drops of tamarind sauce and a fresh leaf of coriander neatly placed on the plate. He praises the chef and insists on meeting him. The butler falls in an awkward situation as a voice in the background says, ‘Khane ko banaye khaas’ (makes food special), as it introduces Larah by Borosil.
Abhijit Avasthi, Founder, Sideways, said, “When something is served to us in a beautiful elegant way, we enjoy it so much more. The tableware and the way the food is plated enhance the experience a great deal. Khaney ko banaye khaas captures this insight for Larah by Borosil.”
The campaign is currently only on ‘Corcoise’s’ Facebook page and will soon be promoted on television and other media.
Creative agency: Sideways
Agency creative team: Abhijit Avasthi, Nivedita Agashe
Agency servicing team: Sonali Sehgal, Shruti Bhandari
Production house: Corcoise Films
Director: Prasoon Pandey
Exec producer: Cyrus Pagdiwala