LT Foods ropes in Amitabh Bachchan for its Daawat Campaign

LT Foods, one of the leading processors and exporters of packaged basmati rice and an upcoming FMCG company, today unveiled a new television commercial with Mr. Amitabh Bachchan for their flagship brand, DAAWAT. In a fast growing and competitive category, where consumers are bombarded with messages on product superiority and attributes, this campaign is a refreshing attempt to connect to the heart of consumers and make them experience the fulfillment that comes from cooking, serving and eating the finest basmati rice.

The TVC brings to life the unique Indian way of expressing our love through the food we serve and eat and how this expression is incomplete without the finest basmati rice, DAAWAT. Developed by Lowe Lintas, the television commercial titled “Pyaar ki Special Bhasha” encapsulates vignettes from day-to-day life created into a lovely emotional story of relationships narrated by Mr. Bachchan in a poignant manner.

Speaking about the TVC, Vivek Chandra, CEO, LT Foods, said, “Daawat Basmati Rice understands the importance of rice in a family’s meal. Daawat Basmati has taken a step further and created a unique range of basmati rice for different dishes and cuisines. These grains are specifically picked, processed and packed, so that consumers can bring out the subtle wonder of each dish they prepare. This TVC strengthens the brand ethos by talking about the role a great dish plays in our life and how it helps us to express love.”

R. Balki, Chief Creative Officer & Chairman, Lowe Lintas shared his views on the commercial, “We Indians though a little shy, a little introvertish, express our love uniquely through food. Rice being at the centre of our food shoulders the responsibility of this expression of love. Daawat is the finest Basmati...the finest vehicle for this expression. Thus the concept of ‘pyaar ki special bhasha’ and who better than ‘Amitabh Bachchan’ to remind us about our expression of love through food which he does with his inimitable touch of humor”

The TVC has been directed by the much acclaimed and award winning Director, Shoojit Sircar.