Adani Wilmar helps viewers visualise the aroma of basmati rice

Adani Wilmar (AWL) has unveiled a 360-degree campaign that helps viewers visualise the aroma of basmati rice. The film, ‘khushboo kuchh khaas’ has been conceptualised by DDB Tribal.

The film’s cinematography and music take viewers along on an orchestral symphony that aims to evoke a longing for the brand’s basmati rice. The video highlights the distinctive aroma of Kohinoor by humorously showcasing the extravagant, hypnotic effect it has on a roomful of people when an usher enters bringing in a plateful of piping hot, appetising basmati rice.

Vineeth Viswambharan, associate vice-president of marketing and sales, Adani Wilmar said, "Our campaign for Kohinoor Rice aims to forge a deep emotional connection with consumers by highlighting its captivating aroma and lineage. Setting a new benchmark for creative storytelling, the film is sans dialogues or voiceovers or texts and yet it communicates in a universal language of music & visualization which is instinctively understood across the country, while powerfully communicating brand USPs.”

Iraj Fraz, creative head, DDB Tribal shared his thoughts, “Kohinoor Basmati is the most exquisite aromatic rice, and aroma isn't an experience that's easy to explain. It has notes, a harmony, an intro, and an encore. Perhaps this is why we can describe an aroma as a symphony. Just as an orchestra needs a master conductor, we had Prakash Varma tell the story, in his signature style."

The film featuring 48 actors and dance performers from 12 different Indian cities, and guided by a choreographer from London, is set to an original composition.

CREDITS:

Client: Adani Wilmar
Creative agency: Tribal DDB
Director: Prakash Varma