India – Food and beverage company Adani Wilmar has unveiled the comeback of Kohinoor Basmati Rice in their latest campaign aimed to revive the passion for dining and meals within consumers.
For this campaign, Adani Wilmar teamed up with advertising agency DDB Tribal and ad-filmmaker Prakash Varma for a 40-second film titled ‘Khushboo Kuchh Khaas’, which helps viewers visualise the aroma of Basmati.
In the film, the diners are all minding their own business until the server comes with biryani made with Kohinoor Basmati rice, exuding an aroma that distracts everyone’s attention in a quirky fashion.
Commenting on the campaign, Vineeth Viswambharan, associate vice-president of marketing & sales at Adani Wilmar, said, “Our campaign for Kohinoor Rice aims to forge a deep emotional connection with consumers by highlighting its captivating aroma and lineage.Setting a new benchmark for creative storytelling, the film has no dialogue,voice overs, or text, yet it communicates in a universal language of music & visualisation which is instinctively understood across the country, while powerfully communicating brand USPs.”
Meanwhile, Iraj Fraz, Creative Head of DDB Tribal, also mentioned, “Kohinoor Basmati is the most exquisite aromatic rice, and aroma isn’t an experience that’s easy to explain. It has notes, a harmony, an intro, and an encore. Perhaps this is why we can describe an aroma as a symphony. Just as an orchestra needs a master conductor, we had Prakash Varma tell the story, in his signature style.”
