Tilda Basmati Rice has launched its Diwali campaign, highlighting the mix of old and new traditions in our festivities. The campaign has been conceptualised by LS Digital. The film has been executed by We The People Films and Directed by Pratap Dhulap.
The brand film explores the blend of the old and the new, where wishes are sent by whatsapp and bargaining for gifts has given way to online shopping and deals. What’s not changed, however, is the traditions, the food and togetherness. The film captures the spirit of Diwali, highlighting the central role of food, especially rice, in bringing families together during this festive season.
Puneet Kapoor, Head of Marketing, Ebro India, said, “We are thrilled to unveil our Diwali campaign film, a heartfelt tribute to the rich tapestry of traditions that define our cultural heritage, even in the face of modernisation. At Tilda India, we understand the importance of embracing our roots while embracing progress. This film beautifully captures the essence of Diwali, showcasing how cherished our family moments are and no matter what few things can never change. Through this captivating story, we invite you to join us in celebrating the spirit of Diwali, where the glow of family bonding harmoniously coexists with the brilliance of modernisation”.
Graham Carter, Managing Director, Ebro India, said, “I am immensely proud to present our Diwali campaign film which is the third film in our series of festive campaigns #TheSecretIngredient. The film is a testament to the enduring significance of traditions in the face of rapid modernisation.”
Manesh Swamy, CCO and Senior VP, Creative, Social and Design at LS Digital, said, “Technology has taken over our lives, and it has also impacted the way we celebrate our festivals, and our traditions, we wanted to show though we literally live on the internet and our life revolves around it yet certain aspects of festival celebrations can’t be changed at all, one such thing is the food made by the loved ones for their families. Diwali cannot be visualised without great food, and Tilda rice is the Secret ingredient of all our festive celebrations. we are sure after seeing this ad you rush to your loved ones and ask for your favorite kheer or make one for your family and friends.”
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