TCRS Spices That Make You Sing
2. Audio Kancils [2.5 Best use of Cultural Insights in Audio]
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Links:
Product/Service:
Ayam Pedas Bollywood
Client:
The Chicken Rice Shop
Brief:
During Deepavali, The Chicken Rice Shop launched a new limited-time Indian-inspired dish. They aim to increase footfall and get more customers to dine-in at their outlets.We needed to come out with a campaign that focuses on the festive season while creating buzz and talkability that resonates with the audiences.
Solution:
Malaysians often watch Bollywood movies as they are famous for their musicals, dance sequences and catchy sing-alongs.In certain Bollywood movies, there is always a significant melodic tune that transitions the drama into a full-on musical.So, to celebrate Deepavali, we named the dish Ayam Pedas Bollywood (Spicy Bollywood Chicken).We launched a radio jingle by repurposing the significant melodic tune to portray how the taste of Ayam Pedas Bollywood can also give our audience a similar Bollywood experience.
