Brahmins, a part of Wipro Consumer Care and Lighting’s Food portfolio, has unveiled its first television commercial. The commercial captures the heart of the brand ‘Brahmins’ through a narrative set in a home kitchen. The new communication positions the brand as a facilitator that resolves friction within relationships, showcasing how a wife, striving to balance work and passion while managing her home, still provides her family with the taste of Brahmin Sambar, bringing them closer together.
“For over three decades, ‘Brahmins’ have remained the go-to choice for Sambar Masala, and this TVC stands as a testament to that enduring dedication. It emphasises our commitment to delivering the quality and authenticity that today’s new-age women, particularly millennial mothers, seek in their cooking endeavours. Understanding the modern millennial mom’s desire to balance work, passion, home life, and culinary excellence, Brahmins continues to provide the trusted taste they rely on, ensuring that every meal prepared is delicious,” Anil Chugh, president, Wipro Food Business, said.
The storyline features a scenario of a young couple navigating through the daily nuances of life, with Brahmins Sambar Powder playing a role in resolving a lighthearted argument. Fusion music and visuals showcase the preparation of Brahmin Sambar and the various ingredients that it is made with. The creative also emphasises the brand’s extensive range of spices, offering an array for every culinary need.
The TVC has been conceptualised by Maitri Advertising Works and directed by Rajiv Menon. Production for the same has been done by Rajiv Menon Productions.
“The film plays on a relatable situation – a father focused on work, ignoring family events, leaving his wife in a huff. What makes it work is the real insight that good food can instantly change the mood at home,” Venugopal R Nair, creative director, Maitri Advertising Works, said.