Mumbai: Kitchen Treasure, one of the leading brands in spices and masala, has launched its latest TV campaign featuring Manju Warrier, the brand ambassador. Launched around the festival of Onam, the campaign focuses on “Purity begins in the kitchen” and celebrates small moments while cooking.
The ad narrates a simple story on how family members bond with each other, during festivals, and how the kitchen plays a key role as the pivot of all the celebrations. The brand has always been positioned on purity, and this new proposition builds on the logical progression of that idea.
The launch of their New Recipe Sambar powder was just in time. With the upcoming Onam celebrations, Thought Blurb Communications saw this as an opportunity to build a deeper emotional connection with their customers, without losing focus on the purity factor. The idea sprouted from a consumer insight that came up in research. The brand endeared itself to the consumers and in local parlance, the brand name has been contracted to ‘Kitchen Masalas’.
Indiantelevision.com caught up with Intergrow Brands Pvt Ltd CEO & marketing director Ashok Mani to know more about the significance of this campaign.
Edited excerpts
On the campaign fitting into the overall brand journey of Kitchen Treasures
With the launch of the New recipe Sambar powder, we are taking a subtle shift in the messaging to make it more customer-centric in proposition. Kitchen Treasures is well known for its quality and our customers associate the brand with ‘Purity’. It’s a legacy we carry forward from our parent company, Synthite. With our new TVC, we are attempting to take the brand’s association with Purity, beyond our products to a larger standpoint, that “Goodness (of thoughts, deeds or emotions) originates from Kitchen”.
On measuring the campaign's success, beyond traditional metrics like viewership and engagement
Kitchen treasures has always been successful in launching impactful campaigns, so much that the brand enjoys strong associations with words like purity and goodness. This is also by virtue of the quality of our products. We also measure the effectiveness of campaigns via qualitative research and see if we are successful in achieving what we have set out for.
On consumer insights or research which influenced the decision to release this campaign during the festive season of Onam
Kitchen Treasures delves deep into the emotional significance of a kitchen in the home. The brand has always positioned itself on purity, and this new proposition builds up into a logical progression of this aspect. The idea sprouted from a consumer insight that came up in research. The brand has endeared itself to the consumers and in local parlance, the brand name has been contracted to ‘Kitchen’ Masalas. This was a happy advantage that we picked up on. Extending this thought into a creative expression, we devised a strategy that stated, ‘Wholesome purity starts from kitchen.’
This translated into ‘Parishudhiyudeaarambham kitchen-il ninnu’ in Malayalam.
On leveraging social media to amplify the reach and impact of this campaign
Beyond Meta and Google we are also working with influencers, OTT platforms and experimenting with a few emerging experimental platforms.
On your expectations for the brand with the launch of this campaign, in terms of brand positioning and recall factor
The new positioning ensures a clear distinction for Kitchen Treasures from the other brands in this segment. With this, we take a step away from being a product-centric brand to being a customer-centric brand. Onam is just the right occasion to launch the first film in this campaign and the New Recipe Sambar powder carries all the weight of the brand to bring alive the idea. Manju Warrier brings her unique factor into the ad. Being one of Kerala’s most celebrated film personalities it gives the brand a good recall factor among our target audience.
