Saath Badehga, Swaad Badhega: Aged for 2 Years Campaign

India Gate Basmati Rice

India Gate Basmati Rice (IGBR) is one of the leading manufacturers of Basmati Rice in India and is one of the world’s most favoured Basmati brand. Being a rich and remarkable mix of tradition and royalty, it optimized the spirit of India in every possible way.

Basmati rice was normally bought based on a few functional benefits such as aroma, length of the grain, taste etc. In order to bring about a product differentiation, we came up with a very interesting strategy. Popular beliefs (in India) suggest that just like wine, older the rice, the better it is. Most women (being primary buyers of rice), prefered older rice to new rice. The Inventory Management study revealed that India Gate at any given point of time had 2.5 years worth of inventory. The rice was just sitting there, waiting to be christened Aged Rice. This was a game changer and created a differentiation like never before in the entire category. With this one message, India Gate was unstoppable.

This simple yet powerful step won us the Effie for Effective Strategy. Below is our award-winning case study.

 

Role

Art Direction, Branding, Campaign, Social

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