KOHINOOR print / ooh
BRINGING A LEADING LUXURY PROPERTY DEVELOPER INTO THE DIGITAL WORLD..
Kohinoor was entering a new category with entrenched brands such as Patak’s, Sharwood’s, Gits and Ashoka on one hand, and trailblazer Spice Tailor on the other. Kohinoor needed a differentiated narrative to create its own space
We defined Kohinoor’s brand purpose that would both be distinct from competition as well as offer a true north for the brand to live by: to bring India to the world through the incredible diversity & multiplicity of its food. This allowed us to approach food as ‘travel’ and steer clear of clichéd spaces of mother’s cooking, tradition, nostalgia and even the M&S/Lurpak driven ‘food porn’. The TV, print and OOH adverts that followed brought the idea to life in every frame, every illustration, so that people might spend a few moments looking at them, and each time discovering something new - about the dish, about where it comes from, and about Kohinoor. For the TV ad, over 700 plates were printed and shot in stop-motion - one for every frame of the film.
Result: Kohinoor and Spice Tailor are the two brands that have driven category growth in the last year. Digital engagement went through the roof, increasing Facebook likes for the Kohinoor page by almost 200% during the campaign period. The campaign has been featured in the highly selective Stash Media, and won for use of animation at the Telly Awards 2018