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Tilda Project
The Brand
& The Brief
Tilda brings the finest of India’s rice to the world. Proudly grown on India’s soil and loved across global kitchens, the brand wanted the world to know where its roots truly lie.
At this stage, Tilda was looking for meaningful ways to speak to Indian expats, those travelling abroad to build new lives, careers, and futures, and to do so in a manner that felt authentic to the brand’s cultural heritage. The brief was simple: find an idea that could emotionally connect with Indians beyond borders, without reducing the conversation to product-led messaging.
Industry
FMCG
Services
Strategic and Creative Partner
Campaign Planning
Creative Assets
Copywriting
The Strategic Approach
To connect with expats we needed to understand what the brand could truly stand for in people’s lives.
At its heart, Tilda serves those who live away from India and long for familiarity in foreign lands. What connected them to India was not geography, but emotion.
In India, rice is far more than a meal. It is how love is expressed, blessings are given, and transitions are marked. From a child’s first solid food to weddings, homecomings, farewells, and even the afterlife, India speaks through rice. It is gratitude, prosperity, welcome, knowledge, peace — all quietly conveyed through a handful of grains.
So when Indians leave home, what they miss is not just people or places.
They miss these rituals. These feelings. This unspoken language.
If rice has always carried the emotional weight of home, then Tilda could become home itself. A symbol of belonging. A reminder of love. A familiar constant in unfamiliar places.
That led us to a simple, powerful truth:
When you choose Tilda, you choose home.
And from there, the idea wrote itself.
Feel Home with Tilda.
Creative Approach
We structured every piece of creative around one universal parting moment—moments where rice holds cultural and emotional significance in Indian life. For each visual, we highlighted what rice offers in that context, followed by a core message that gently ties back to the journey the viewer is about to take.
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