Reem Ka Steam: Penetrating the branded rice industry of Pakistan

Nida Aslam Khan, Jami Moiz, Qashif Effendi

Rice brand Reem Ka Steam used digital and social media to launch its products into the local consumer market in Pakistan.

Campaign details

Brand: Reem ka SteamBrand owner: Reem Rice Mills (Pvt) LtdLead agency: OgilvyCountry: PakistanIndustries: Sauces, seasonings, condimentsMedia channels: Content marketing, Games & competitions, Online video, Packaging & design, Public relations, Sales promotion, Social media, Websites & microsites, Word of mouth, advocacyBudget: Up to 500k

Executive summary

Pakistan is one of the main producers of basmati rice – a special type of long-grain rice that produces dishes that are not only delicious, but also pleasing to the eye. Basmati rice is especially used in rice-oriented dishes across the...

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