Challenge

With growing competition in the rice category, how could we differentiate the Sona Masoori Rice?

Solution and Results

We started with consumer insights and tapped into our insight generation tool EthniHub.  The main takeaway? South Indians living in USA were very career-oriented and often identified more as American than Indian. However, irrespective of their tenure in the USA, there was still a strong sense of pride and cultural identity with regards to food – specifically “mom’s rice” or the quality of “home cooking.” Our creative strategy tapped into this with elements that reminded the audience of their home county – and mom’s cooking.

Important notice to our valued clients, partners and vendors

As of March 23, 2020 our corporate office is closed in accordance with the government of Ontario shutdowns.

All AVC employees are safe, healthy, accounted for and happily working from home (okay, some more than others)! If you’re trying to reach us by phone please try us by email first—or via our new virtual switchboard: hello@avcomm.ca.

As we go forward, we’ll be sure to keep you updated, and know that we always value your questions, ideas and feedback.

 

 

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