Emperor Akbar Cardamom have released a series of social media films & reels created by their communications agency, Water Communications and produced by Earth Films.
The series captures the power of aroma as something that can evoke a range of emotions and memories in human beings. The films are based on the fact that aroma is often directly linked to a certain memory, event or emotion.
Vandana Sethhi, Founder and CEO, Water Communications, expanded upon this thought: “The smell of the earth after the first rains is distinctive and triggers specific memories. As does the smell of a new book, or a bouquet of flowers. The perfume worn by a loved one even in the distant past can bring back immediate memories of that person or occasion. That’s the central idea behind these films. Of course, ultimately linked to the aroma of Emperor Akbar Cardamom which is distinctive, powerful, delicious and even therapeutic.”
Hemen Ruparel, MD, Emperor Akbar Cardamom said, “We like that the situations and emotions captured in these films are universally relatable. It enables the viewer to immediately associate with the protagonists and their memorable moments. In the end, our product, cardamom, is all about aroma and flavor. Without aroma, cardamom loses its potency and utility. It’s why we spent lots of time and energy researching and developing this pioneering packaging technology that helps retain the aroma, flavor and freshness of our cardamom, long after the pack reaches the end-user’s kitchen. We are delighted that this series of films instantly tells the story of our product through powerful association.”
Salil Jason Fernandez, Film Director, Earth Films added, “We wanted to deliver maximum impact in minimum time. Reels can be very challenging. How do you tell an entire story and sell a brand in say 20 seconds. We deliberately kept things simple, so as to focus the viewer’s attention on the central thought – that aromas spark emotions and memories. And then directly linked it with the aroma of cardamom.”
