2011
Kohinoor - True Basmati Rice
Elevating authentic heritage through multimedia blitz
FMCG
Brief
The objective was to reposition Kohinoor from a commodity pantry staple into a premium lifestyle brand, establishing its "True Basmati" identity through a multi-channel strategy that paired mass-market awareness with trade credibility to drive sales.
Strategy
Our approach paired high-frequency TV and Radio with aggressive trade marketing and cover-page features to dominate the B2B sector. Exclusive entertainment sponsorships and bold outdoor creative made the brand inescapable at every touchpoint.
Results
The campaign delivered unprecedented commercial growth and solidified Kohinoor’s status as a market leader, achieving the following milestones:
10.5M
impressions via TV and Radio ads
22%
Sales uplift during cultural moments
2M+
Digital impressions, across multicultural social, video and ethnic publisher networks
35K+
Organic & social engagements across festive content and community shares
More Works
(MRA — 02)
©2024
2011
Kohinoor - True Basmati Rice
Elevating authentic heritage through multimedia blitz
FMCG
Brief
The objective was to reposition Kohinoor from a commodity pantry staple into a premium lifestyle brand, establishing its "True Basmati" identity through a multi-channel strategy that paired mass-market awareness with trade credibility to drive sales.
Strategy
Our approach paired high-frequency TV and Radio with aggressive trade marketing and cover-page features to dominate the B2B sector. Exclusive entertainment sponsorships and bold outdoor creative made the brand inescapable at every touchpoint.
Results
The campaign delivered unprecedented commercial growth and solidified Kohinoor’s status as a market leader, achieving the following milestones:
10.5M
impressions via TV and Radio ads
22%
Sales uplift during cultural moments
2M+
Digital impressions, across multicultural social, video and ethnic publisher networks
35K+
Organic & social engagements across festive content and community shares
More Works
(MRA — 02)
©2024
2011
Kohinoor - True Basmati Rice
Elevating authentic heritage through multimedia blitz
FMCG
Brief
The objective was to reposition Kohinoor from a commodity pantry staple into a premium lifestyle brand, establishing its "True Basmati" identity through a multi-channel strategy that paired mass-market awareness with trade credibility to drive sales.
Strategy
Our approach paired high-frequency TV and Radio with aggressive trade marketing and cover-page features to dominate the B2B sector. Exclusive entertainment sponsorships and bold outdoor creative made the brand inescapable at every touchpoint.
Results
The campaign delivered unprecedented commercial growth and solidified Kohinoor’s status as a market leader, achieving the following milestones:
10.5M
impressions via TV and Radio ads
22%
Sales uplift during cultural moments
2M+
Digital impressions, across multicultural social, video and ethnic publisher networks
35K+
Organic & social engagements across festive content and community shares
More Works
©2024