The rice industry in India takes pride in supplying premium quality Basmati to nations across the globe, as this superior variety of rice is traditionally cultivated only in India and Pakistan. As a result, every major player in the rice market has been aggressively promoting the superior characteristics of Basmati rice, i.e. its taste, aroma, color and length, for more than two decades now. So much so, that these features have begun to lose their original appeal as key decision making factors in the minds of the consumers.
India Gate, the flagship brand of KRBL Limited, is one of the largest selling Basmati Rice throughout the world. The company has a rich legacy of over 120 years and is one of the pioneers of the Indian rice industry.
The aim of our communication was to spread awareness about the fact that India Gate Basmati Rice are indeed better, both in terms of quality and taste, while in concordance with the company’s wider brand message – Saath Badhega, Swaad Badhega.
The challenge ahead of us was that even though India Gate is a well-known brand among the masses, it lacked a clear differentiating factor from other brands. More importantly, our customers were largely unaware of one of our crucial value enhancing steps – the “2 Year Ageing” process. For these reasons, the company lacked a strong brand equity in consumers’ minds. To penetrate this concentrated market, something completely unique and clutter-breaking was needed, which offered the masses a higher value proposition and thus set the India Gate brand apart.
Our solution to the above challenge was purely strategic.
We reached out to the masses through television commercials that, in a short and crisp manner, got the message across, while ensuring brand retention. Our commercials took the examples of vintage objects like typewriters and gramophones that have now become obsolete, and compared them with our product. Our core message highlighted that, over time, some things lose their value, while India Gate Basmati Rice gets more enhanced because of the crucial “2 Year Ageing” process. The entire communication was brought under the umbrella campaign of “2 Saal Ka Kamaal”.