Tilda Basmati Rice & LS Digital embark on a journey through time

As the festive lights twinkle and homes resonate with joyous laughter, Tilda Basmati Rice & LS Digital embark on a heartfelt Diwali campaign. Over the years, the way we celebrate Diwali has evolved, but amidst the changes, certain traditions have stood the test of time, creating a beautiful thread that connects generations.

The film explores the beautiful blend of the old and the new, showcasing how Diwali celebrations have been modernized yet the heartwarming traditions around food, family, and togetherness remain intact. The film artfully captures the spirit of Diwali, highlighting the central role of food, especially rice, in bringing families together during this festive season.

One such long-lasting tradition is the joy of preparing and sharing traditional Diwali delicacies with our loved ones. Tilda Basmati Rice takes pride in being a part of these cherished moments, providing high-quality rice that forms the heart of these delightful Diwali feasts.

Puneet Kapoor, Head of Marketing, Ebro India – “We are thrilled to unveil our Diwali campaign film, a heartfelt tribute to the rich tapestry of traditions that define our cultural heritage, even in the face of modernization. At Tilda India, we understand the importance of embracing our roots while embracing progress. This film beautifully captures the essence of Diwali, showcasing how cherished our family moments are & no matter what few things can never change. Through this captivating story, we invite you to join us in celebrating the spirit of Diwali, where the glow of family bonding harmoniously coexists with the brilliance of modernization”.

Graham Carter, Managing Director, Ebro India – “I am immensely proud to present our Diwali campaign film which is the 3rd film in our series of festive campaigns #TheSecretIngredient. The film is a testament to the enduring significance of traditions in the face of rapid modernization. Diwali, the festival of lights, holds a special place in our hearts, reminding us of the importance of preserving cultural heritage amidst changing times. At Tilda India, we believe in honoring our roots while embracing progress, and this film exemplifies our commitment to this belief. Through this powerful narrative, we invite you to join us in celebrating Diwali, not just as a festival, but as a symbol of our collective resilience and the harmonious coexistence of tradition and modernity".

Manesh Swamy, CCO & Senior VP, Creative, Social & Design at LS Digital, expressed “Technology has taken over our lives, and it has also impacted the way we celebrate our festivals, and our traditions, we wanted to show though we literally live on the internet and our life revolves around it yet certain aspects of festival celebrations can’t be changed at all, one such thing is the food made by the loved ones for their families. Diwali cannot be visualized without great food, and Tilda rice is the Secret ingredient of all our festive celebrations. we are sure after seeing this ad you rush to your loved ones and ask for your favorite kheer or make one for your family and friends.” 

Tilda Basmati Rice & LS Digital invites everyone to celebrate Diwali with the same spirit of togetherness and unity that has defined this beautiful festival for centuries. Let us embrace the old while welcoming the new, honoring the traditions that have shaped our heritage and continue to bring us closer.

This is the third film as a part of their festive campaign #TheSecretIngredient. The film has been executed by We The People Films and Directed by Pratap Dhulap. By adopting a 1+minuter approach, the film is live on all digital platforms across 4 languages.