AdStrat: Best Rice, The Perfect Match

20 Feb,2012

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

 

Post a Comment 

One response to “AdStrat: Best Rice, The Perfect Match”

  1. Kpiyush Khanna809 says:

    HI,
    what is the price of your product “BEST RICE”

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