Here and Now 365 creates history through roadblock transmissions and Rajah Spices’ new TVC campaign
Here and Now 365 has once again proven its mettle as the leading diversity and multicultural media agency in the UK through the new Rajah – Taste of Home brand campaign. With an epic opening across South Asian TV channels with a roadblock entry on the 5th of September, the campaign is currently running across TV, press, OOH and in-store POS.
Here and Now 365 has been instrumental in bringing some key human insights to the fore through translating the new positioning “Taste of Home” into a slick TV commercial which brings to life the authenticity, expertise and tradition Rajah is renowned for in the spice category. Resonating with the brand ethos and the South Asian community, the 60 seconds TV commercial is touching the hearts of thousands of migrants in the UK by recreating the magic of home on the silver screen. Over months of rigorous work following substantial consumer and brand research in the category, Here and Now 365 partnered with Rajah to develop the creative and media strategy to create a landmark launch with a new TV advert, print and outdoor creatives.
Under the steerage of Account Director Preet Khanna and her creative team, the commercials were conceptualised after in-depth research into the consumer segments, product benefits and the origin of spices. Talking about this association and journey Preet Khanna said: “The face of ethnic marketing needs a facelift and it gives us immense pride that clients like Rajah have trusted us with their brand to drive this change. Days and nights of hard work, undying passion of the team and a million re-takes in pursuit of perfection has enabled us to share with our consumers and viewers something which is spectacular in scale and breathtaking in appeal”.
Along with the TV commercial, Here and Now 365 executed a media buying coup, by making sure the commercial premièred in all South Asian households in the most flamboyant way. For the first time in the history of media buying and planning in the UK, the TVC was scheduled across all the channels at 9pm on a Friday evening, thereby creating a roadblock and owning the television media space at the peak family viewing time for a complete 120 seconds. Here and Now 365 also designed print, outdoor and in-store posters for Rajah that have truly excited audiences across various touch-points bringing the beauty and expertise of Rajah’s spices to life visually.
Manish Tiwari, Managing Director at Here and Now 365 says: “As an ethnic media agency our endeavour is to create ground breaking campaigns that change the face of the South Asian marketing landscape. Through the Taste of Home campaign, we aim to blend the experience and expertise of South Asian heritage along with the aspirations of contemporary times. Through the Rajah TV commercial as a company we aim to make waves in the food sector by capturing the true essence of the brand and the feelings of the consumer in the most innovative way possible through media planning, buying and creatives.”