Adani Wilmar has launched an ad film for its basmati rice brand Kohinoor conceptualised by DDB Tribal and directed by Prakash Varma, themed ‘Khushboo kuch khaas’. The film highlights the irresistible aroma of the brand and is part of a 360-degree campaign.
In a regal setting, guests are drawn uncontrollably to a rice dish carried by a waiter into the dining hall. They are lured by the aroma of the rice wafting through the air and gravitate towards the dish. The accompanying soundtrack, an operatic symphony, reaches peak tempo before pausing as he covers the dish. As the aroma is hemmed, the spell is broken for the guests in their finery. The waiter opens the dish again, and the guests are drawn dramatically to it with the music kicking in again, re-establishing the aromatic attraction. Brand Kohinoor signs off as a spoon of the rice is served and the soundtrack signs off with a flourish. A piece of cashew falls off as the serving happens, perhaps signifying that the rice is more sought after than the dry fruits that embellish the dish.
Kohinoor Basmati’s captivating aroma lures guests at opulent feast
A statement on the campaign informs that it features 48 actors and dance performers from 12 different Indian cities, guided by a choreographer from London, set to an original composition.
Vineeth Viswambharan, AVP – Marketing & Sales, 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 is sans dialogues or voice overs or texts and yet it communicates in a universal language of music and visualisation which is instinctively understood across the country, while powerfully communicating brand USPs.”
Prakash Varma, Director, Nirvana Films, said, “As a director it’s rare to get an opportunity where you can creatively explore this kind of theme in an ad film. It was fun to collaborate with Fraz and the agency team along with the clients who gave me the freedom to explore my craft. I was entrusted with a lot of room to play and have fun with the style. The film is operatic, theatrical and dramatic which is quite clutter breaking. Of course it always helps to have a single focused idea, in this case ‘aroma’, to drive home the point effectively. My team of assistants, DOP, production designer, costume designer, food stylist, artists, casting director, choreographer, music director, editor and support team were thrilled to be able to work on this project because the process was quite magical.”
Facebook, Instagram, YouTube and the Google Display Network will be the key channels to drive the campaign’s communication, the statement added.
Adani Wilmar acquired the Kohinoor brand for the India region in 2022 from McCormick Switzerland GMBH.
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