L&K Saatchi & Saatchi wins global communications mandate of Rotimatic
Rotimatic releases global integrated campaign to target the Indian diaspora across the world
Rotimatic has rolled out its first-ever global integrated campaign that seeks to build awareness and relevance and make it a household name for the Indian diaspora across the world.
The campaign has been conceptualized and executed by the Mumbai office of Law & Kenneth Saatchi & Saatchi and is targeted towards global Indians staying across different corners of the world.
The integrated campaign would tap different platforms for different markets and cover the different mediums of television, print, outdoor and digital. While the campaign has been launched on television in a few international markets, the media push will be higher in the USA.
Commenting on the global launch, Pranoti Nagarkar - Founder and Co-CEO, Zimplistic said, "Brand Rotimatic has made rapid strides in the last two years. We now have a volume base of over 50,000 happy customers and this felt the perfect time to share our brand message through our first brand campaign. Roti invokes nostalgia among the Indian diaspora and brings families together at the dinner table. Our communication captures that. We're sure our customers and fans will relate to the core message of fresh healthy garma-garam rotis."
The ad film is targeted towards working couples and parents, who constantly toggle between the world they are taught to live in and world they actually live in. It is directed towards expat Indians who sometimes miss having rotis. The film captures the everyday life of an Indian household on foreign soil and their need for consuming some steaming rotis. The film shows how the family drops whatever they are doing and comes together for a hot meal, courtesy the automatic roti-making robot - Rotimatic.
Anil Nair, CEO - L&K Saatchi & Saatchi said, “We're thrilled to team up with Rotimatic on this exciting journey. The words 'garma garam' invoke a delicious memory in the minds of Indians across the globe and that's why it is the centre-piece of the campaign. We are sure this communication will resonate with many Indians staying in different corners of the world and who desire to have healthy homemade and garma garam rotis."
