BANGALORE: This is one marketer which has
aggressive ambitions for the humble grain of rice. Karnataka-based
Embee Agro Foods recently introduced basic rice under the brand name
Embee. Hitherto, not many have dared to brand basic low end rice;
they have preferred to focus on premium varieties such as basmati.
And
Embee Agro is sparing no expense to get its brand name recognised
by the denizens of Karnataka. The company has earmarked an initial
spend of Rs 500,000 for airing ads on ETV Kannada and Udaya TV starting
Ugadi, the Kannada New Year on 9 April. The effort is to focus on
the retail housewife in Karnataka.
The 15-second Kannada ad features Embee brand Ambassador
Shama Sanjay, a renowned Bharatanatyam dancer and actress, in the
role of a housewife in a departmental store. In the ad, she prefers
buying an Embee branded rice pack to an unbranded packet of rice offered
to her by the store manager.
The ad has been created by a local agency - Chandra
Advertising Agency, which is also the campaign manager for the brand.
Approximately, Rs 2,25,000 have been spent by Embee towards the making
of 10, 15 and 30 second clips on the same housewife theme, of which
only the 15 second clip is being aired at present.
And
Embee Agro is sparing no expense to get its brand name recognised
by the denizens of Karnataka. The company has earmarked an initial
spend of Rs 500,000 for airing ads on ETV Kannada and Udaya TV starting
Ugadi, the Kannada New Year on 9 April. The effort is to focus on
the retail housewife in Karnataka.