Packaging a cultural staple

Sri Varadaraja Food Exports had plans to launch a brand of rice called Abirami. The problem was that rice was so ingrained in the Indian culture that it was hard to wean customers away from popular brands – brands that had been in the market for decades. Our challenge was to figure out a way to set Abirami apart from the competition and connect the brand with customers on a visceral, emotional level. 

So, we took the traditional route. 

Forming a connection 

Our insights were based on the fact that different parts of India grow specific kinds of rice endemic to its place of origin. For example, Sona Masoori can be traced to Andhra Pradesh, Ponni Rice has its origins in Thanjavur and so forth. 

The creative leap came when we connected each place – and by extension each variety of rice – to art forms that were specific to that particular region. From the complex Pulli Kolam of Tamil Nadu to the intricate Chittira paintings of Karnataka, we tapped into a cultural truth with the help of an artistic vehicle. 

Rice like never before

The culturally relevant packaging juxtaposed rice with regional art forms, creating a strong brand identity that spoke about the roots of each product while differentiating them strongly.