Laljee Godhoo's new film explores diversity of eating styles

Brand Harvest, a brand strategy and design company, has collaborated with Carbon Black Films to propel LG's brand campaign.

Riddhi Merchant, Partner at LG, emphasised, "Living up to this legacy is the single most important drive for the leadership team. When the idea of extending the portfolio came up, the most critical question was the ability to deliver the same level of quality the consumers of our Hing has been used to and more importantly the brand narrative has to carry the LG legacy forward. The company has literally evolved alongside Indian kitchens across generations."

The new lineup includes five pure spices – coriander, cumin, red chilli, Kashmiri chilli, and turmeric, alongside six blended spices – Garam Masala, Biryani Masala, Chicken Masala, Mutton Masala, Rasam Masala, and Sambhar Masala.

LG collaborated with Brand Harvest Consultancy for consumer research, strategy, and brand design.

According to Ram Gudipati, the founder of the agency, “It’s important that the expansion does not dilute the core attributes but rather strengthens the associations. To achieve this, a strategic communication has been planned for the launch. The story of India’s unique love for food, it’s mannerisms and expressions have been captured to bring alive the brand’s lasting cultural and culinary associations”

As per John Francis, Director, Carbon Black films, “It was important to capture the emotions we choose to showcase a montage film capturing the essence of people relishing tasty food and that is akin to what LG stands for.”

Partner Hina Bimal, representing LG, said, “LG always looks for high quality, raw materials sourcing, blending, processes, taste, and aroma. We are leaving no stone unturned to ensure that this new range of spices finds its place in the homes and hearts of India.”

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