FCB creates TVC for Eastern Condiments

04 Mar,2015

By A Correspondent


Eastern Condiments has released a new TVC that showcases the company’s legacy and product offering across multiple countries. The company is one of India’s oldest and leading spice processing companies. It has eight factories across India and one in the Middle East, processing in excess of 40,000 tonnes of spices last fiscal, selling 12 lakh packets a day making it one of India’s largest spice enterprises.


While maintaining more than 70 per cent market share in Kerala, Eastern has shown strong growth in geographies like Karnataka, UP, AP, Telengana & Maharashtra where last fiscal the growth exceeded 50 per cent.


The Eastern Puliogare film is about Eastern’s flagship product for Karnataka, Eastern Puliogare Masala showing how people in Karnataka swear by its authentic taste. The film is a journey through the vastly different geographies and topographies of one of the largest states in India where people are asking a naturally welcoming question ‘Have you eaten?’ in the varied local dialects of Kannada. This journey tells us about the diversity of Karnataka and Eastern’s Puliogare Masala’s universal acceptance across the state of Karnataka.


The TVC will be aired on Kannada channels comprising of GEC, Music, Movie and News channels.


Commenting on the campaign, Biju Job, Head Marketing said, “My brief to FCB was to ensure the campaign communicates that Eastern Masala is an integral part of the fabric of Karnataka and its people and I am happy that this campaign has accomplished that.”


Firoz Meeran, Managing Director, Eastern Condiments said, “Our products are increasingly an integral part of the food habits of families across India. It fills me with joy to see Eastern Puliogare Masala’s used by so many families in Karnataka.”


Robby Mathew

Robby Mathew, Chief Creative Officer, FCB Ulka said, “The film aims to present Eastern Puliogare as the unanimous choice of people across Karnataka. Interesting use of dialects, costumes and locations helps weave the brand in the fabric of Karnataka. The TVC achieves this with simplicity and is makes for a pleasant viewing.”


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