With growing competition in the rice category, how could we differentiate the Sona Masoori Rice?

Solution and Results

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.

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