Daawat: Making People Think of Daawat Without a Daawat (Feast)

Basmati rice brand Daawat spurred consumer interaction in India through a multi-strand campaign that boosted brand affinity and salience during the challenging lockdown period.

Campaign details

Brand: DaawatBrand owner: LT FoodsEntrant company: McCann - IndiaIdea creation: McCann GurugramMarket: AsiaSector: FoodMedia channels: Competitions & contests, Social media, Word of mouth, Influencers, KOLsBudget: Up to 500k

Executive summary

Basmati rice is a premium rice category in India. Being a premium category, basmati rice is associated with festivals and special occasions. Basmati rice brand Daawat (meaning feast), one of the top players in the category, has built its positioning around celebrations and occasions. Since the narrative was built around people coming over,...

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