MUMBAI: Ogilvy & Mather has conceptualised the latest TVC for Best Foods’ rice brand based on the concept of ‘the perfect match’.

The TVC is an effort towards establishing the brand’s corporate identity and is produced by Chrome Pictures.

The agency started by designing things like the stationery and new packaging design. The new pack was an instant rage in the market because of its fresh and ethnic Indian look.

Best Foods Ltd business director Aayushman Gupta 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. The entire team at Ogilvy Delhi thought wonderfully to help us plan and execute the same.”

Ogilvy Delhi deduced an insight that rice is never eaten in isolation and came up with the idea of ‘The Perfect Match.’ Three scripts were devised for three strategic markets. Each commercial weaved a story about a perfect couple.

Ogilvy New Delhi executive creative director Ajay Gahlaut said, “There are various ways of bringing the thought of ‘The Perfect Match’ alive and several were tried. But experience shows that consumers always warm up to human stories. Specially love stories, which is where we hit upon the idea of using different couples to make our idea talk. The chemistry between the couples brings charm to the commercials while effortlessly communicating the brand benefit.”