MxMIndia

Tag: Best Rice

  • Behind every great commercial is super strategy. Every week, MxMIndia brings you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Best Rice, The Perfect Match

    Ajay Gahlaut, ECD, Ogilvy Delhi

     

    Name of the campaign/ad

    Best Rice: The Perfect Match

     

    Brief

    Reposition rice from an uninvolved product for the consumer to a desirable brand. Best rice needs to be in everyone’s mouth and the brand name on everyone’s lips.

     

    Research insights

    India is a country that believes in forgiving and forgetting. They are all the more hasty when it comes to advertising of products they hardly want to waste time thinking about. And even more when it’s about everyday consumption happening within the confines of their homes. Nobody walks in to ask what brand of flour one is using. Or, what mustard oil brand you love. The same has been the case with rice, even when India is known to be a country of rice eaters.

     

    With the advent of brands into flour and mustard oil, how could rice companies be left behind? Many of them braved this uncertain market about 10 years ago. They introduced packaged rice, of course with a premium. Thus began a flurry of advertising campaigns trying to sell the white grain. They cited a better product than the unbranded, open rice that one gets at the friendly neighbourhood grocer. The claim worked and the packaged rice market started to grow at a rate of 35 percent every year. But it came with a problem. The consumer would pick any rice brand, with the thinking that any brand is better than unbranded rice. The result, in the long run, was a total absence of brand loyalty.

     

    The thought process behind the creative

    Rice is never the main dish in the menu. We cook rajma, dal, fish curry, chicken curry, sambar and take rice for granted. But if rice is not cooked well, even the perfect rajma will not taste good. Thus, we arrived at a very simple insight – that rice is never eaten in isolation. Voila! The idea: Best – The Perfect Match. In brief, rice complements the food it’s eaten with in the same way that a perfect couple complements each other.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=6TMkAjn4Z3c[/youtube]

    Media vehicles chosen

    While it was principally led by television, print has been used interestingly as a reminder medium.

     

    Key issues kept in mind while executing the ad

    While all three ads were in three different languages, they were to be universally understood and enjoyed. To personify rice and the accompanying dish that belongs to a particular region, the ads had to look authentic.

     

    Does the treatment do justice to the brief?

    There are various ways of bringing the thought of “The Perfect Match” alive and several were tried. But experience shows that consumers always warm up to human stories. Specially love stories, which is where we hit upon the idea of using different couples to make our idea talk.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=ifEWu_4EnVg[/youtube]

    What is the differentiating factor about the ad?

    These couples in the commercials, and the chemistry they shared with their partners, brought charm to the commercials while effortlessly communicating the brand benefit. They were definitely clutter-breaking, and the stories made people smile.

     

    Market and client feedback

    In the last few weeks, these little white grains have become the talk of the town. There was a 30 percent hike in sales in Delhi/NCR within the first week. All in all the campaign managed to fulfil its quintessence, by helping the brand capture the consumer’s eye in an age of utmost competition. We might well say that men, too, are now interested in knowing the brand of rice used in the house.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=QkEJzotfgM4[/youtube]

    Credits

    Company: Best Foods Ltd

    Product: Best Rice

    Agency: Ogilvy, Gurgaon

    Creative Director: Ajay Gahlaut, Nitin Srivastava

    Writer: Umesh Grover

    Art: Jonathan George

    Client servicing team: Sharmista Dev, Vineet Kindra, Shivani Sharma, Lagun Sehgal

    Production House: Chrome Pictures

    Director: Amit Sharma

     

  • Ogilvy Delhi has created a new 'talkative' TVC for Best Rice

    Simply talking rice with Ogilvy Delhi

    By A Correspondent

     

    How often does one talk about rice? Mostly during lunch, one would guess. In the last few weeks, though, the little white grains have become the talk of the town. Thanks to the “talkative” commercials that are currently on air for Best Foods International. In consumer-speak, they are a treat to watch. But what has gone behind cooking up these tasteful advertisements is another story.

     

    It all started when Dinesh Gupta, Managing Director, Best Foods Ltd decided to rope in Ogilvy & Mather, New Delhi to design its corporate brand identity. Complete, from stationery to new packaging design. The new pack was an instant rage in the market because of its fresh and ethnic Indian look. It was a sweet start to a new relationship and somewhere in this was hidden a big idea for the commercials.

     

    Best wanted their rice to be in everyone’s mouth and their brand name on everyone’s lips. In came the requirement to create TV commercials. Dr Aayushman Gupta, Business Director, Best Foods Ltd says, “We had an interesting challenge to reposition rice from an uninvolved product for the consumer to a desirable brand. The positioning and communication had to be out-of-the-box, clear, uncluttered and keeping with the times through its cues and presentation. The entire team at Ogilvy Delhi thought wonderfully to help us plan and execute the same.”

     

    Ajay Gahlaut, Executive Creative Director, Ogilvy, New Delhi elaborates on the idea, “There are various ways of bringing the thought of “The Perfect Match” alive and several were tried. But experience shows that consumers always warm up to human stories. Specially love stories, which is where we hit upon the idea of using different couples to make our idea talk. The chemistry between the couples brings charm to the commercials while effortlessly communicating the brand benefit.”

     

    Three scripts were devised for three strategic markets. Each commercial weaved a story about a perfect couple. Nitin Srivastava, Senior Creative Director, Ogilvy New Delhi recalls, “Cracking the idea was the hard part but fleshing it out was immense fun. We enjoyed writing stories after stories before we finally rested at three. Here, I would like to specially mention the efforts of Umesh Grover and Jonathan George who behaved like the perfect match on this project.”

     

    Amit Sharma of Chrome was a wise choice to shoot these scripts. His adept handling of emotions and dialogues comes out in full glory in the series. The films showed how couples from different age groups, mindsets and geographies have something in common – the flavour. Chrome Films did thorough planning and research for two months before finalising the casting. All films were shot in a single take to bring out natural reactions from the couples.

     

    Best Foods Ltd have already begun their plans for the coming year. Ogilvy, New Delhi is gearing up to lay out a brand new, sumptuous experience of films. The consumers too, are waiting eagerly for a fresh serving.

     

    Credits:

    Company: Best Foods Ltd.

    Product: Best Rice

    Production House- Chrome Pictures

    Director- Amit Sharma

    Creative team: Ajay Gahlaut, Nitin Srivastava, Umesh Grover & Jonathan George

    Client servicing team: Sharmista Dev, Vineet Kindra, Shivani Sharma & Lagun Sehgal