Tilda Rice
As a key creative leader of the creative team, I secured this prestigious Indian basmati rice brand from the UK in 2008. The product promise – Basmati rice, cultivated and tended by hand at the Himalayan foothills, reminiscent of centuries-old traditions.
A print campaign that won us the pitch –
The background: Tilda, a brand of Traditional Indian basmati wanted to appeal to Indians in the UK and non-Indians who like traditional Indian cuisine.
The idea: To create pride in the tradition of ‘eating with hands’, with a bit of irreverence and zing in the flavour.
A film that beautifully encapsulated the rice’s journey from the Himalayan foothills to the plate.
And another film on stringent quality control, crafted with distinctly Indian flavour.