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Rajah

Brand Strategy / TV Production

CHALLENGE

Rajah Spices, a leader in their product category,saw a decline in their market position. The brand realized the time had come to refresh their presence in the ethnic space and regain their position as the unrivalled expert in the spices category. In order to do this we had to identify the gap in this market’s brand communication and steer clear of clichés such as authenticity, provenance and Bollywood dance numbers.

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IDEA

First a workshop was held and attended by the client and the agency to understand the main objective of the business. Based on this we developed the brand positioning, along with a new look and communication platform. The idea was to reflect Rajah’s core values and traditions in all forms of communication. The ‘Taste of Home’ brand film was created keeping this in mind and was followed by three distinct product films which showed consumers how to recreate the authentic taste of home by using Rajah spices. The entire brand strategy was based on developing a consumer experience which was relatable, truly authentic and nostalgic, while highlighting Rajah as the market expert.

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RESULT

The brand communications was launched through the first ever roadblock exercise in UK’s ethnic TV advertising sector. The films were shown on all the major South Asian TV channels in 2014. Bespoke sponsorships, content savvy spot placement and special festive greeting tags helped create a ground breaking launch for the brand which continues to grow year on year.

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