Why Daawat chose to uninvite people this festive season

Gunjan Godwani, Jitender Dabas

A strong message of responsibility that commanded respect in the Indian market saw basmati rice brand Daawat succeed in growing both sales and brand affinity.

Campaign details

Brand: DaawatBrand owner: LT FoodsEntrant company: McCann - IndiaIdea creation: McCann GurugramMarket: AsiaSector: FoodMedia channels: Social mediaBudget: 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 festivals and celebrations. Lockdowns due to the pandemic were challenging for the brand because there were no celebrations happening.

Rakshabandhan,...

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