We looked at this brand as an old world charm and Romance of the Raj product.
Having explored many routes, we created an oil painting which would evoke feeling of the Raj Era with a wealthy man on elephant riding through the bazaar with India Gate in the background. Use of Gold, Sepia tone were used to give it an old world look yet a premium feel to the packaging. In the Rice Industry aged rice is considered better, as it cooks well.
The product shot on the pack is essential to establish the product category
We worked at the target audiences as successful people who are in gratitude.
INTERPRETATION 1
Where an individual thanks Almighty for all the success in his life and wants to go and pay respects at the Darbar Sahab. A testimonial route with a headline
"RAB DA SHUKR".
INTERPRETATION 2
A timeshare membership for 27 years. We worked at this as a boon for 3 Generations. Creatively we saw this as an opportunity to address the whole family which benefits from membership.
Headline "Blessings for Generations" with visual depicting the whole family praying. Client approved both ideas and the campaign would run in 2 phases.
It would have been easy to fall in to a trap and create a picture of industry with happy people. We looked at it more as an investment for future. Children are the future. We decide to use children as brand ambassadors. Idea was to tell small factory owners to think BIG and move to Modern Industrial Park with all amenities.
think BIG in Punjabi is "WADDI SOCH". The catch line instantly resonated with all and the successful campaign was designed with children telling parents to think BIG.
A first of sorts to use children for an Industrial Project advertising.
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