01
MUMBAI: With growing inclination towards healthier food, LT Foods decided to do a promotion around its healthier product Daawat Brown Rice and communicate its benefits. Targeted specifically at corporate consumers, Vibgyor Brand Services, India?s leading experiential marketing agency, was roped in for this activity. The aim of the activity was not only to educate people about the healthy goodness of brown rice, but also tell them about its taste, appearance and quick cooking time. The main thrust of the campaign was that despite being perceived as healthy rice, most people don?t associate brown rice with taste. The campaign aimed at busting this myth.
Conceptualized and executed by Vibgyor Brand Services, the campaign carried out at several corporate offices across Gurgaon was designed to give people a taste of Daawat Brown Rice, through various interesting rice dishes.
Several dishes using exotic ingredients like bell peppers, capsicums and GrapeOla(Grape Oil) with Daawat Brown Rice were cooked and served. To add a little excitement to the activity, promoters dressed as chefs invited people to taste brown rice dishes. The activity convinced many people to switch to brown rice as they were left astonished with taste of these dishes. A separate counter was also set up to demonstrate the unique 15 minute cooking attribute of Daawat Brown Rice, India?s Only Quick Cooking Brown Rice. Rice was cooked in front of people in just 15 minutes, which was nothing short of a surprise for people. Speaking on the success of the activity, Kamal Kant Kanaujia of LT Foods said, ?All in all, the campaign positioned Daawat brown rice as the perfect rice to complement the fast paced health conscious urbanites. At Daawat we?re committed to encouraging people to eat healthy and stay healthy. We had called a qualified dietician who gave out customized daily diet plans along with 15 tips of staying healthy to people. I am happy with the response to the campaign and look forward to taking it further.?
To encourage people to buy the rice, special offers on 1Kg packs were offered to people coming at the corporate and tasting the rice. Commenting on the activity, Ankur Gauri of Vibgyor Brand Services said, ?Over this two day activity, more than 2,500 people sampled the rice and were encouraged to switch to a healthier lifestyle. Since the campaign took off from corporate parks we have started with the perfect target group and hope to take this promotional activity across the country.?
