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New Daawat campaign explains the language of love with Amitabh Bachchan

30-November-2013
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New Daawat campaign explains the language of love with Amitabh Bachchan

LT Foods, one of the leading processors and exporters of packaged basmati rice and an upcoming FMCG company, has unveiled a new television commercial with Amitabh Bachchan for their flagship brand, Daawat.

In a fast growing and competitive category, where consumers are bombarded with messages on product superiority and attributes, this campaign is a refreshing attempt to connect to the heart of consumers and make them experience the fulfillment that comes from cooking, serving and eating the finest basmati rice.

The TVC brings to life the unique Indian way of expressing our love through the food we serve and eat and how this expression is incomplete without Daawat basmati rice. Developed by Lowe Lintas, the TVC titled ‘Pyaar ki Special Bhasha’, encapsulates vignettes from day-to-day life created into an emotional story of relationships narrated by Bachchan in a poignant manner.

Watch the TVC here…

Speaking about the TVC, Vivek Chandra, CEO, LT Foods said, “Daawat Basmati Rice understands the importance of rice in a family’s meal. Daawat Basmati has taken a step further and created a unique range of basmati rice for different dishes and cuisines. These grains are specifically picked, processed and packed, so that consumers can bring out the subtle wonder of each dish they prepare. This TVC strengthens the brand ethos by talking about the role a great dish plays in our life and how it helps us to express love.”

Sharing his views on the commercial, R Balki, Chief Creative Officer & Chairman, Lowe Lintas said, “We Indians though a little shy and a little introvertish, express our love uniquely through food. Rice being at the centre of our food, shoulders the responsibility of this expression of love. Daawat is the finest vehicle for this expression. Thus, the concept of ‘Pyaar ki special bhasha’, and who better than Amitabh Bachchan to remind us about our expression of love through food, which he does with his inimitable touch of humour.”

The TVC has been directed by award winning director Shoojit Sircar.
 

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