BRAND PRISM™ unearthed that housewives and mothers face a ‘time crunch’ of getting everybody ready for schools and offices and presented rusks as a solution of ‘no more breakfast calls’. The brand’s purpose was thus established. We Would Help Families Start A Great Morning Everyday. The communication aimed to show consumers the delicious crunch of tiffany’s rusks and to make it a part of every family’s breakfast table.

To differentiate tiffany rusks from its rival rusk brands, media idee believed it was important that the communication highlighted the unique freshness because of the three fresh pack process which translates into a better, more satisfying ‘crunch’ sound rather than the usual attributes of rusk -common selling points in the industry. taking the ownership of “crunch” which is one of the key attribute of rusks, we strongly communicated the natural ingredients by showing high speed beauty shots i.e. milk, wheat, flour, butter and cardamom.

shot from the perspective of a mother / housewife making breakfast for her family, the tvc emphasized on the idealogy that Rusk Promises A Nutritionally Rich & Tasty Morning Breakfast That Helps People Start A Wonderful Day a promise we communicated by showing that the rusks were so delicious that they called everyone to the table immediately. The communication consistently underscored the point that tiffany rusks were the perfect way for families to have breakfast together.

the communication was a super hit, boosting the brand’s Top of Mind recall and increased sales in a very short span of time.