Mumbai: LS Digital, a new-age independent digital marketing transformation  group, has successfully created two widely-viewed short films for Tilda Basmati Rice, an Ebro Foods  brand, celebrating the occasion of Onam and Ganesh Chaturthi with videos likening its diverse range  of rice varieties with India’s rich multi-cultural heritage.  

LS Digital was instrumental in scripting both films and handled the social media mandate for Tilda as  well. The company adopted the 1-minute approach for both films. The short videos, which went live  on Instagram and YouTube, have received a lot of attention and positive comments. The Happy Onam  clip crossed 2 million views while the Ganesh Chaturthi video has already been watched more than 1  million times.  

Ebro India head of marketing Puneet Kapoor shared, “Our Onam and Ganesh Chaturthi films are  a heart-warming celebration of love, family, and the joy of giving. They beautifully capture the spirit  of festivities, reminding us that even the simplest gestures can create unforgettable moments. We  always believe in celebrating diversity and Tilda Basmati Rice offers an array of rice that caters to each  region and is part of their every celebration. Join us in this cinematic journey that reaffirms the power  of love and instigate cultural diversity.”

The Happy Onam video presents a heart-warming short film that intertwines the magic of the festival  with a creative ‘Two States’ concept. The one-minute production is a vibrant depiction of culinary  passion and unity, bringing the significance of thoughtful gestures and gender diversity within  households to the fore. It introduces viewers to a couple and the efforts the husband takes in making  his wife’s Onam a memorable one. With a heart full of love and a dash of determination, the husband  embarks on a culinary journey—with Tilda Basmati Rice—to prepare the quintessential Payasam, a  traditional Onam delicacy.  

The film showcases the vibrant colours and tantalizing flavours of the Onam Sadhya, with each dish  meticulously recreated to reflect the authenticity of the traditional meal. From the vivid hues of the  Pookalam (floral carpet) to the delicious Payasam, the film captures the true essence of the festival.  The film invites audiences to immerse themselves in the enchanting world of Onam and experience  the journey of love, effort, and culinary passion. As the film hits the digital medium, families and  couples are encouraged to share in the beautiful message of the film – that love expressed through  thoughtful actions can truly make any moment special.

Advertisement

LS Digital design, ECD & AVP 2 Nishant Patil added, “Food and festivals bring people together and  that’s what we played on. Tilda being a rice brand was a perfect fit for this campaign. In the Onam  film, we took this opportunity to showcase today’s contemporary society where men are equally  inclined towards cooking as women have been. After all, why should only women do the cooking  always? Overall, the campaign not only promulgates the brand Tilda but also gives out a positive  message to society by changing stereotypes of home cooking. Now, with the Ganesh Chaturthi film,  we have showcased how Tilda beautifully strengthens the unique bond between a mother-in-law and  a daughter-in-law and brings them closer.”  

In the Ganesh Chaturthi film, Tilda Basmati Rice presents an endearing tale of tradition, love and  togetherness through the lens of a nurturing mother-in-law and a daughter-in-law who is dearly  missing her mother. Showcasing how the festival is a time where families come together and create

lasting memories, Tilda Basmati Rice takes the celebration a step further this year by bringing an  account of two generations—a caring mother-in-law and a homesick daughter-in-law—coming  together to forge new memories. The film captures the true emotions, coupled with Ukadiche  Modaks, the quintessential steamed, petal-shaped dumplings—made with Tilda Basmati Rice dough— acting as the common thread and a symbol of tradition, quality, and nourishment that has been passed  down through generations.  

LS Digital creative & social, ECD & AVP 2 Dipshika Ravi expressed, “A celebration without family  is always incomplete, and during any festive occasion, a traditional feast holds immense significance.  As a brand that emphasizes diversity through its range of rice varieties, it was essential for us to  construct a compelling narrative for these occasions. We drew a parallel between Tilda rice and  relationships, recognizing that a single secret ingredient — love — adds flavour to both food and  cherished connections. Tilda isn’t just about rice; it’s about fostering connections and enhancing  experiences, precisely the essence we aimed to capture in the films.”

The Tilda Basmati Rice films conquers hearts with its charming narrative. In both short films, Tilda  Basmati Rice is a unifying factor, connecting the past, present, and future of the family. It reminds  everyone about the beauty in celebrating traditions and unity amidst the evolving dynamics of  relationships. Through both films, Tilda Basmati Rice celebrates the love that finds its way to the heart  of every household, rekindling the spirit of festivities and inspiring everyone to embrace a future of  togetherness.

Advertisement

Ebro India managing director Graham Carter added, “As a proud purveyor of the finest quality  rice, our brand understands the integral role food plays in bringing people together. Our films  showcase the heart-warming journey of preparing a traditional Onam Sadhya and Modaks, reminding us of the cultural significance of rice in this magnificent feast. We’re thrilled to support these films as  they beautifully portray love, dedication, and the essential role of rice in making your festival  celebrations unforgettable.”  

The Happy Onam and Ganesh Chaturthi films were directed by Pratap Dhulap and executed by the  production house, We The People Films.