We started with consumer insights and tapped into our insight generation tool EthniHub.  The main takeaway? South Indians living in USA were very career-oriented and often identified more as American than Indian. However, irrespective of their tenure in the USA, there was still a strong sense of pride and cultural identity with regards to food – specifically “mom’s rice” or the quality of “home cooking.” Our creative strategy tapped into this with elements that reminded the audience of their home country – and mom’s cooking.