Campaign India Team
Aug 25, 2021

Paresh Rawal and Hussain Dalal grow their love for Daawat’s Basmati rice

Watch the film conceptualised by McCann Worldgroup here

LT Foods’ brand Daawat, has launched a campaign to showcase the steps that go into making its Basmati rice, before it reaches the user. Positioned as ‘Banega Toh Farq Dikhega’ (the difference will be seen once made), the film is conceptualised by McCann Worldgroup and features actors Paresh Rawal and Hussain Dalal of Toofan fame. 
 
The film opens to a scene at the paddy factory, which showcases the banter between Rawal - a seasoned Daawat food inspector, and Dalal, who plays Rawal’s immature protégé. Rawal explains to Dalal how each product of Daawat’s Basmati rice is made. He tells him about the four steps - chunkar, bachakar, sambhaalkar and sajaakar, (finely picked, carefully gatheres, aged, and neatly presented), the packets go through, before it reaches the consumer. 
 
Ashwani Kumar Arora, managing director and CEO, LT Foods, said, “Consumers today exhibit a high degree of discernibility and consciousness in their consumption choices. The new campaign of Daawat by LT Foods not only extends the proposition of ‘Banega Toh Farq Dikhega', but also showcases the special care and effort the Company takes through a four stage curation process.”
 
Ritesh Arora, CEO, India and Far East Business, said, “The brand communication over the years has evolved keeping pace with the changing consumer aspirations and tastes. The extension of ‘Banega Toh Farq Dikhega’ campaign demonstrates the consistent effort taken by the Company to curate the best in category product.”
 
 
CREDITS:
Creative agency: McCann Worldgroup
Director: Kamlesh Soni
Production house:  Conversation Films
Planning: McCann Worldgroup
 
Source:
Campaign India

Related Articles

Just Published

2 hours ago

Safety concerns rise as MDH and Everest spices face ...

The FSSAI will soon be initiating an inquiry after Hong Kong and Singapore banned the two spice brands for allegedly containing carcinogens.

2 hours ago

Times of India launches 'My City, My Art' challenge ...

Participants are encouraged to unleash their creativity by reimagining their cities through artistic expression.

4 hours ago

Goafest unveils 'age of adaptability' theme for 2024

A chameleon has been selected as the 2024 event mascot, symbolising the industry's need to continuously evolve in response to changing environments.

5 hours ago

Google delays cookie deprecation again: APAC adtech ...

Google will now phase out cookies entirely in 2025 after being told the concerns around Privacy Sandbox still need to be addressed.