Kitchen Treasure's Onam campaign featuring Manju Warrier celebrates togetherness

Kitchen Treasure launched its latest TV campaign featuring its brand ambassador Manju Warrier.

Launched around the festival of Onam, the campaign focuses on “Purity begins in the kitchen” and celebrating small moments while cooking. The new TV campaign delves deep into the significance of a kitchen in the house.

The ad narrates a simple story on how family members bond with each other, during festivals, and how the kitchen plays a key role as the pivot of all the celebrations.

The campaign has been conceptualised and executed by Thought Blurb Communications.

The film is directed by filmmaker Martin Prakkat.

Ashok Mani

Ashok Mani, Marketing Director & CEO, Intergrow Brands Pvt Ltd (Kitchen Treasures), said, “The new positioning ensures a clear distinction from the other brands in this segment. The strategy neatly dovetails into the consumer’s deepest emotional ties and leverages their pre-disposition towards the brand.”

He said, “The kitchen is at the heart of the home for most families. Mothers and housewives take pride in the sustenance and happiness they provide. Kitchens across the state define the family and meals are where everyone gathers and engages with other members. No mother or housewife would be willing to compromise on the food that comes out of her kitchen.”

Vinod Kunj

Vinod Kunj, Founder and Chief Creative Officer, Thought Blurb Communications, said, “We found the idea quite in sync with the aspirations of the brand and the realities in the marketplace. We also found the opportunity to build on a relatable everyday insight that springs from the consumer’s own journey with the brand. Extending this thought into a creative expression, we devised a strategy that stated, ‘Wholesome purity starts in the kitchen.’ This translated into ‘Parishudhiyudeaarambham kitchen-il ninnu’ in Malayalam, which drives home the promise at the end of the film.

TVC campaign film:

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