Premium rice brand Tilda has this week unveiled a new TV spot in time for this year’s Diwali celebrations, highlighting the importance of the product within a wide range of communities.
Created by independent agency Isobel, the 30-second hero spot likens the cultural impact of rice to a heartbeat transcending global communities and borders. Representing the various communities are the Persian Daf, Indian Tabla and Afro-Cuban Conga drums.
The ad marks Isobel’s first work for Tilda since securing its account earlier this year.
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“We’re really excited by the new advert. Music and Food are great ways to learn about new cultures and unite communities,” Tilda head of marketing, Anna Beheshti said.
“We wanted to create something new and unexpected, whilst still staying true to our style and continuing our comms journey celebrating different cultures – showing that with Tilda you can be sure to get the best tasting rice for your favourite family dishes. Working with isobel, we feel we’ve absolutely achieved this in our new TV ad.”
Isobel creative director, Ben Stump added: “Tilda is the vibrant, multi-cultural product that has the power to bring families and generations together. For many it is the beating drum of family life.”
