Best Foods ties up with Dilwale for Multimedia campaign

Best Foods, considered as amongst the most innovative and leading rice brands in India and known for its unique and clutter breaking consumer reach strategies and communications, has embarked on a multimedia campaign with Dilwale, an upcoming and much awaited 2015 romantic comedy film. The film directed by Rohit Shetty, features Shah Rukh Khan, Kajol, Varun Dhawan and Kriti Sanon. The campaign is launched during the month of December along with the movie release across television and other key mediums, pan India to enable a consumer connect.

The objective is to amplify its consumer outreach resonating - the Perfect Match of Best Rice proposition with Kajol and SRK starrer, the Perfect Match in Bollywood.

Speaking on the occasion Dr Aayushman Gupta, CEO for Best Foods, said, "Our effort is to understand our partners and consumers and work on initiatives which connect with our relevant target group. Best rice over the last four years has garnered consumers across India and the product has been well accepted by consumers in target countries across the world. The key reasons we see are product quality, consistency and clutter free packaging with a communication which is direct. We make an effort towards directly talking about product benefits rather than distract or confuse the consumer with too much technicality. This campaign is another step towards establishing that Best Rice is the perfect match for consumer usage across price points."

Speaking about the association, Mr Navin Khemka, Managing Partner, Maxus India, says, "This tie-up with Dilwale is a part of our strategic initiative for Best Foods to bring alive their Perfect Match proposition through blockbuster movies over the last 2-3 years. I am sure this continued effort will gain audience confidence and increase our marketshare."

The results are visible as the brand has become the fastest growing Consumer Brand of rice in India. In 2014, A C Nielsen has identified 31 FMCG brands for Business Innovation Winners and Best packaged rice is the only packaged rice brand figured in the list. After which last year end, the endorsement by ICF (Indian Culinary Forum - The Top Chef Fraternity in India) for Best Rice as amongst the most suitable rice for all occasions, and now the Dilwale association is further strengthening the product endorsement and association with the best across industries.