MUMBAI: LT Foods, a processor and exporter of packaged basmati rice and an upcoming FMCG company, has unveiled a new television commercial with actor Amitabh Bachchan for its flagship brand, Daawat.

The new campaign is conceputalised by Lowe Lintas. The TVC titled “Pyaar ki Special Bhasha” brings to life the unique Indian way of expressing the love through the food we serve and eat and how this expression is incomplete without the finest basmati rice, Daawat.

On the commercial, Lowe Lintas chief creative officer and chairman R Balki says, “Rice being at the centre of our food shoulders the responsibility of this expression of love. Daawat is the finest Basmati...the finest vehicle for this expression. Thus, the concept of ‘pyaar ki special bhasha’ and who better than Amitabh Bachchan to remind us about our expression of love through food which he does with his inimitable touch of humor.”

In  a  fast growing and competitive category, where consumers are bombarded with messages on product superiority and attributes, brief was to develop a campaign  which  connects  to  the  heart  of  the  consumers and make them experience  the fulfillment that comes from cooking, serving and eating the finest basmati rice.

Speaking about the TVC, LT Foods CEO Vivek Chandra says, “Daawat Basmati Rice understands the importance of rice in a family’s meal. Daawat Basmati has taken a step further and created a unique range of basmati rice for different dishes and cuisines. These grains are specifically picked, processed and packed, so that consumers can bring out the subtle wonder of each dish they prepare. This TVC strengthens the brand ethos by talking about the role a great dish plays in our life and how it helps us to express love.”

The TVC is director by Shoojit Sircar and is a pan India campaign. “We will be taking leading TV channels across multiple genres like GECs, movie channels etc. to promote the campaign. A 360 approach will be developed to communicate to our target audience through relevant media vehicles that they are exposed to,” informs Chandra.