2011
Kohinoor - True Basmati Rice
Elevating authentic heritage through multimedia blitz
FMCG
Brief
The objective was to disrupt a crowded commodity market by repositioning Kohinoor from a traditional pantry staple to a premium lifestyle brand. We were tasked with defining the "True Basmati" identity through a multi-channel ecosystem that balanced mass-market awareness with niche trade credibility to drive immediate sales velocity.
Strategy
Our approach integrated high-frequency TV and Radio spots to capture domestic attention, while simultaneously dominating the B2B sector through aggressive trade marketing and cover-page features. By securing exclusive entertainment sponsorships and deploying bold creative content across outdoor supersides, we ensured the brand was inescapable at every consumer touchpoint.
Results
The campaign delivered unprecedented commercial growth and solidified Kohinoor’s status as a market leader, achieving the following milestones:
74%
increase in total year-on-year value
No.1
rank for growth in the rice category
12.5M
impressions via TV and Radio ads.
2-for-£10
offer drove record-breaking trade volume
More Works
(MRA — 02)
©2024
2011
Kohinoor - True Basmati Rice
Elevating authentic heritage through multimedia blitz
FMCG
Brief
The objective was to disrupt a crowded commodity market by repositioning Kohinoor from a traditional pantry staple to a premium lifestyle brand. We were tasked with defining the "True Basmati" identity through a multi-channel ecosystem that balanced mass-market awareness with niche trade credibility to drive immediate sales velocity.
Strategy
Our approach integrated high-frequency TV and Radio spots to capture domestic attention, while simultaneously dominating the B2B sector through aggressive trade marketing and cover-page features. By securing exclusive entertainment sponsorships and deploying bold creative content across outdoor supersides, we ensured the brand was inescapable at every consumer touchpoint.
Results
The campaign delivered unprecedented commercial growth and solidified Kohinoor’s status as a market leader, achieving the following milestones:
74%
increase in total year-on-year value
No.1
rank for growth in the rice category
12.5M
impressions via TV and Radio ads.
2-for-£10
offer drove record-breaking trade volume
More Works
(MRA — 02)
©2024
2011
Kohinoor - True Basmati Rice
Elevating authentic heritage through multimedia blitz
FMCG
Brief
The objective was to disrupt a crowded commodity market by repositioning Kohinoor from a traditional pantry staple to a premium lifestyle brand. We were tasked with defining the "True Basmati" identity through a multi-channel ecosystem that balanced mass-market awareness with niche trade credibility to drive immediate sales velocity.
Strategy
Our approach integrated high-frequency TV and Radio spots to capture domestic attention, while simultaneously dominating the B2B sector through aggressive trade marketing and cover-page features. By securing exclusive entertainment sponsorships and deploying bold creative content across outdoor supersides, we ensured the brand was inescapable at every consumer touchpoint.
Results
The campaign delivered unprecedented commercial growth and solidified Kohinoor’s status as a market leader, achieving the following milestones:
74%
increase in total year-on-year value
No.1
rank for growth in the rice category
12.5M
impressions via TV and Radio ads.
2-for-£10
offer drove record-breaking trade volume
More Works
©2024