What brings the family together as a single unit every single day? The answer would invariably be food. This activity is not just constrained to a culture-driven nation like India; a similar pattern could be observed across other countries as well where spending quality family time, especially during a meal, takes precedence over everything else.
Now imagine being assisted by an able support system to make meal time even more healthy, convenient and hassle-free. Thatâ€™s the communication objective being undertaken by Rotimatic, a hi-tech and fully-automated flatbread making robot from a Singapore-based company, Zimplistic.
The company has rolled out its first-ever global integrated campaign that seeks to build awareness and relevance of Rotimatic and make it a household name for the Indian diaspora across the world. The campaign has been conceptualised and executed by the Mumbai office of Law & Kenneth Saatchi & Saatchi and is targeted towards global Indians staying across different corners of the world. L&K Saatchi & Saatchi has won the global communications mandate of Rotimatic.
The integrated campaign would tap different platforms for different markets and would span the mediums of television, print, outdoor and digital. While the campaign has been launched on television in a few international markets; the media push will be higher in the United States.
Pranoti Nagarkar, Founder and Co-CEO, Zimplistic, said, "Brand Rotimatic has made rapid strides in the last two years. We now have a volume base of over 50,000 happy customers and this felt the perfect time to share our brand message through our first brand campaign. Roti invokes nostalgia among the Indian diaspora and brings families together at the dinner table. Our communication captures that. We're sure our customers and fans will relate to the core message of fresh healthy garma-garam rotis."
The ad film is targeted towards working couples and parents, who constantly toggle between the world they are taught to live in and world they actually live in. It is directed towards expat Indians who sometimes miss having the main food from the Indian staple, rotis. With food being an ultimate unifier of the family, the film captures the everyday life of an Indian household on foreign soil and their need for consuming some steaming rotis. The film captures how the family drops whatever they are doing and comes together for a hot meal, courtesy of the automatic roti-making robot â€” Rotimatic.
Anil Nair, CEO, L&K Saatchi & Saatchi, said, â€œWe're thrilled to team up with Rotimatic on this exciting journey. The words 'garma garam' invoke a delicious memory in the minds of Indians across the globe and that's why it is the centre-piece of the campaign. We are sure this communication will resonate who many Indians staying in different corners of the world and who desire to have healthy homemade and garma garam rotis."
Zimplistic is a Singapore-based company and within two years of its launch in the market, it has expanded its reach to more than 20 countries. Rotimatic is a platform designed and engineered to cater to wide varieties of the flatbread spectrum, as per user preferences.
Founder and Co-CEO: Pranoti Nagarkar
CEO and Co-founder: Rishi Israni
Sr. Vice-President of Business: Manoj Namboodiri
Product Marketing Manager: Salomi Naik
Executive Vice-President: Sidheshwar Sharma
Brand Partner: Snehsikt Anand
Brand Services Director: Harish Shetty
Associate Brand Director: Manikya Shetty
Executive Director, Planning: Snehasis Bose
Manager, Planning: Priyadarshani GP
Creative Director, Copy: Ishan Mehta
Creative Director, Art: Chagas Ferdinando
Creative Supervisor, Copy: Delna Shroff
Jr. Copywriter: Dhaheem Habeeb
Senior Art Director: Akshay Pandit
Sr. Art Director: Sarang Kulkarni
Assistant Manager Social Media: Andrea Vaz
Sr. Social Media Executive: Priyanka Mathur
Agency Producer: Divyang Pandya
Production House: Offroad Films
Director: Rhea Lawyer
Executive Producer: Khalil Bachooali
Producer: Anirudh Sharma