Kohinoor ‘India on a Plate’

Kohinoor was entering a new category with entrenched brands such as Patak’s, Sharwood’s, Gits and Ashoka on one hand, and trailblazer Spice Tailor on the other. It needed a differentiated narrative to create its own space.

The TV commercial and print & OOH adverts that followed brought the idea to life in every frame, every illustration. Rocket Science Labs, our production partners, designed and printed over 700 plates and shot them in stop-motion - one for every frame of the film.

 

Results:  Kohinoor is one of only two brands (the other being Spice Tailor) that have driven category growth in the last year. Digital engagement went through the roof, increasing Facebook page likes by almost 200% during the campaign period.

 

The campaign has been featured in the highly selective Stashmedia, and has also won the award for use of animation at the Telly Awards 2018. 

We defined Kohinoor’s brand purpose that would both be distinct from competition as well as offer a true north for the brand to live by: to bring India to the world through the incredible diversity & multiplicity of its food. This allowed us to approach ‘food as travel’ and steer clear of clichéd spaces of mother’s cooking, tradition, nostalgia and even the M&S/Lurpak driven ‘food porn’.

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