Best Foods, one of the leading rice companies in India has announced its association with the upcoming Bollywood movie Happy New Year. The idea is to establish the core proposition “Perfect Match” with the synergy between lead actors of the movie . There is a perfect match for everyone but for your favorite dish nothing but the best rice.
To leverage the Perfect Match proposition of the brand and has recently launched a Co branded TVC featuring ‘Shahrukh Khan’and ‘Deepika Padukone’. The TVC is a rendition of scenes from the movie ‘Happy New Year’ and connects beautifully to ‘Best Rice’.
Speaking on the association, Dr. Aayushman Gupta, CEO, Best Foods Ltd. said,”We had an interesting challenge to reposition rice from an uninvolved product for the consumer to a desirable brand. The positioning and communication had to be out-of-the-box, clear, uncluttered and keeping with the times through its cues and presentation.We wanted to establish Best Rice the Perfect Match of every up market household and in that sense Bollywood stars have emerged as a single unifying catalyst. Brands cannot be forced down the people’s perception.
They can be guided seamlessly into psyches by patient, constant and subliminal effort. Hence when you have such kind of subtle brand integration with Blockbuster movies they stay there. Nowadays, the in-film branding has amplified and gained far more acceptance by both production houses and corporates as a marketing tool. If such an integration becomes a success story for us we will surely evaluate more such associations that are deemed a good fit for the brand”.
