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LT Foods’ Ganapathy Subramaniam on Storytelling, Celebrities & Global Expansion
In its latest brand initiative, LT Foods has launched a high-impact global campaign for DAAWAT Basmati rice, headlined by none other than the King of Bollywood, Shah Rukh Khan, alongside the legendary Zeenat Aman. Directed by acclaimed filmmaker Shoojit Sircar, the campaign titled "Bringing Out His Finest" celebrates the beauty of thoughtful gestures, underscoring the brand’s ethos of elevating everyday moments into something truly special.
In an exclusive interaction with Adgully, K Ganapathy Subramaniam, Chief Marketing Officer, LT Foods, delves into the creative and strategic underpinnings of this new campaign. He shares valuable insights on how DAAWAT® blends heritage with modernity to connect with diverse generations, the brand’s approach to localized yet globally consistent marketing, the evolving role of celebrity and influencer collaborations, and how LT Foods is continuously innovating to stay ahead in an increasingly competitive FMCG landscape.
LT Foods operates in a highly competitive FMCG space. What are the core pillars of your marketing strategy for Daawat that differentiate it from the market and make it a leading brand?
The FMCG market is indeed highly competitive, and for us, the fundamental principle of our marketing strategy revolves around making a meaningful difference in the consumer's life. We shifted our focus years ago from merely promoting a product to genuinely enhancing consumer experiences. While many brands speak about consumer-centricity, we take it a step further by ensuring our marketing efforts are deeply rooted in enriching the consumer's lifestyle. This core philosophy shapes our strategic decisions, the communication channels we use, and even the product innovations we introduce.
How do you balance heritage and modernity in Daawat’s brand storytelling to appeal to both traditional and millennial consumers, including Gen Z?
Food is timeless. The desire for good food and great culinary experiences has never gone out of fashion; it simply evolves with changing preferences and consumer expectations.
When it comes to appealing to different generations, we recognize that labeling consumers—such as calling them Gen Z—sometimes places undue pressure on them. Instead, we view them as individuals with unique tastes and evolving preferences. Our storytelling is designed to resonate with both traditional consumers who cherish heritage recipes and younger audiences who seek convenience and innovation.
For instance, our Daawat Jasmine Rice, which is sourced from Thailand and represents the highest grade of Jasmine rice, required consumer education on cooking techniques and usage. Similarly, when we launched Black Rice, we found that many consumers were unfamiliar with its unique taste and appearance, prompting us to tailor our communication and content strategy accordingly. Our goal is to always stay in tune with evolving consumer needs and preferences while maintaining the authenticity of our brand.
How do you localize marketing strategies while maintaining a consistent global brand identity for Daawat?
At the heart of our brand lies a strong core promise: "Daawat – Bring Out Your Finest." This philosophy transcends regions and cultures, allowing us to maintain a consistent global brand identity while adapting to local preferences.
“Bringing out your finest” is about celebrating the effort individuals put into their culinary experiences. It’s not just about the dish itself but the emotion and pride that come with preparing and sharing a meal. While this idea remains our central narrative, we allow it to manifest differently across regions. For example, in India, rice is deeply ingrained in daily cooking traditions, whereas in the Middle East, rice is often associated with celebratory dishes like Mandi. Our marketing adapts to these cultural nuances without compromising our core message.
We personalize our campaigns by identifying consumer cohorts and tailoring our messaging accordingly. Whether it's showcasing the aesthetic appeal of long-grain Basmati rice, emphasizing convenience for consumers unfamiliar with cooking rice, or introducing innovative formats like ready-to-cook options, we ensure that our products and communication resonate with diverse audiences.
Ultimately, our approach is not "one-size-fits-all." Instead, we craft region-specific and consumer-specific strategies that reinforce our brand ethos while staying relevant to local markets. As our global campaign expands, we anticipate consumers will engage with the "Bring Out Your Finest" message in their own unique ways, making it a powerful and universally relatable concept.
In your opinion, what makes a celebrity brand partnership truly successful? And how do you balance star power with authentic storytelling to ensure consumer relatability?
Celebrity selection or choosing the face of a brand is a very important decision. That decision is based on a fundamental factor: whether this individual can truly embody and stand for the core values that define the brand.
A celebrity partnership is successful when the person reflects the brand’s ethos, not just in words but in the way people perceive them. It’s about ensuring that the celebrity’s image aligns seamlessly with what the brand represents. Our choice of Shah Rukh Khan was a well-researched and thought-through decision driven by consumer insights. He embodies the values we want to associate with our brand, making the partnership a natural fit.
How has the role of celebrity endorsements evolved in the digital era, especially with the rise of influencer marketing?
Celebrity endorsements have always existed, but the landscape has evolved significantly. Earlier, endorsements were more traditional, but today, with influencer marketing, we see a more diversified approach.
Influencers have always been around in some form. Think about it—our grandmothers, mothers, or even shopkeepers were influencers in their own way, guiding our choices based on their experiences. What has changed today is the medium and scale. Technology allows influencers to reach wider audiences instantly. If I want to learn about snowboarding tomorrow, I can easily find an expert online who can guide me.
Celebrities and influencers complement each other. Influencers help with personalization and customization, making the brand’s messaging more relatable at an individual level. While celebrities bring star power, influencers amplify it by building deeper relationships within their communities.
So, do you see influencers as competing with celebrities, or do they work together?
I see a complementary and symbiotic relationship between brands, influencers, and celebrities. The time a celebrity can dedicate to a brand is finite due to their commitments. That’s where influencers play a crucial role in amplifying a brand’s message and making it more accessible.
For example, Ayurveda textbooks contain a wealth of knowledge, but it was often a grandmother who passed down home remedies. Similarly, celebrities create broad awareness, while influencers provide a more localized and personalized approach to brand communication.
Are there plans to explore partnerships beyond celebrity endorsements, such as collaborations with chefs, food bloggers, or cultural influencers?
Yes, absolutely. As we expand this campaign, you will see collaborations with various stakeholders, including chefs, household consumers, and cultural influencers. This is a global campaign, and different geographies will see customizations that reflect local preferences. Our goal is to continue amplifying this idea with the right partners over time.
Coming to the ‘Bring Out Your Finest’ campaign—what was the inspiration behind it? How did you envision Shah Rukh Khan and Zeenat Aman bringing this message to life?
Our brand has always stood for the finest. If you look at our logo, it has always said ‘The Finest’. We wanted to communicate that our brand enables individuals to bring out their finest, whether in their experiences, efforts, or ambitions. We help them go the extra mile, leaving no stone unturned in their pursuits.
Since this is a global campaign, we needed a clear, universal message. We sell in over 80 countries, and our identity had to resonate across cultures. We tested this idea extensively with consumers, including both existing customers and those familiar with the brand but not yet engaged. The response was overwhelmingly positive.
When it came to personifying this message, there was no better choice than Shah Rukh Khan. His journey, resilience, and pursuit of excellence embody everything our campaign stands for. The moment we presented this idea to consumers, it was clear that he was the perfect fit. His presence elevates the campaign and reinforces our brand’s core values in the most authentic way.
What was the process behind selecting Shah Rukh Khan and Zeenat Aman for this campaign?
When we developed the campaign concept, we sought input from consumers to identify a public figure who could best embody this philosophy. Shah Rukh Khan was the obvious choice—he has consistently demonstrated the values of going the extra mile and bringing out the best in every situation.
The campaign isn’t just about grand occasions; it’s about everyday moments that people put effort into making special. Acknowledging this everyday effort was a key part of our thought process. Who better to recognize and celebrate that than Mr Khan, a global icon?
As for Zeenat Aman, she emerged as the perfect complement to this campaign. She is a style icon, deeply relevant to today’s audience, and her acknowledgment of these everyday efforts added authenticity and gravitas to the campaign.
How did the creative execution come together?
This campaign was a collective effort, involving our agency partners at McCann, our internal marketing and leadership teams, and of course, the director, Shoojit Sircar. His vision brought the concept to life beautifully, and his contribution was invaluable. The entire process was a true labour of love, and the response from consumers has been phenomenal.
Finally, how does this campaign align with Dawat’s long-term brand positioning and marketing strategy? Has it met the expectations you set for it?
The campaign was launched just a week ago, and we have already seen a fantastic response. It has successfully met the early launch objectives, and based on our experience with previous campaigns and industry benchmarks, we are optimistic about its long-term success. We believe this will be one of our most impactful campaigns to date.
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