January 21, 2019, India– Ask any household in India as to what brings the family together as a single unit every single day, and the answer would invariably be food. It’s an activity that witnesses the coming together of all members of the family, irrespective of the task they are occupied with, and sit together to consume a meal. This becomes even more momentous when they are served a staple food like roti, every single day. In fact, this activity is not just constrained to a culture-driven nation like India, a similar pattern could be observed across other countries as well where spending quality family time, especially during a meal, takes precedence over everything else.

Now imagine being assisted by an able support system to make meal time even more healthy, convenient and hassle-free. Wouldn’t that be just the perfect way to spend quality time with your family? That’s the communication objective being undertaken by Rotimatic, the hi-tech and fully-automated flatbread making robot from a Singapore based company, Zimplistic.

The company has rolled out its first-ever global integrated campaign that seeks to build awareness and relevance of Rotimatic and make it a household name for the Indian diaspora across the world. The campaign has been conceptualized and executed by the Mumbai office of Law & Kenneth Saatchi & Saatchi and is targeted towards global Indians staying across different corners of the world.

 

The integrated campaign would tap different platforms for different markets and would span the mediums of television, print, outdoor and digital. While the campaign has been launched on television in a few international markets; the media push will be higher in the United States of America.

 

 

(Zimplistic Founder and Co-CEO, Pranoti Nagarkar)

Commenting on the unique global launch, Pranoti Nagarkar – Founder and Co-CEO, Zimplistic said: “Brand Rotimatic has made rapid strides in the last two years. We now have a volume base of over 50,000 happy customers and this felt the perfect time to share our brand message through our first brand campaign. Roti invokes nostalgia among the Indian diaspora and brings families together at the dinner table. Our communication captures that. We’re sure our customers and fans will relate to the core message of fresh healthy garma-garam rotis.”

The ad film is targeted towards working couples and parents, who constantly toggle between the world they are taught to live in and world they actually live in. It is directed towards expat Indians who sometimes miss having the main food from the Indian staple, rotis. With food being an ultimate unifier of the family, the film captures the everyday life of an Indian household on foreign soil and their need for consuming some steaming rotis. The film captures how the family drops whatever they are doing and comes together for a hot meal, courtesy of the automatic roti-making robot – Rotimatic.

(CEO of L&K Saatchi & Saatchi, Anil Nair)

Sharing his views on the brand campaign, Anil Nair, CEO – L&K Saatchi & Saatchi said: “We’re thrilled to team up with Rotimatic on this exciting journey. The words ‘garma garam’ invoke a delicious memory in the minds of Indians across the globe and that’s why it is the centre-piece of the campaign. We are sure this communication will resonate who many Indians staying in different corners of the world and who desire to have healthy homemade and garma garam rotis.”

Zimplistic is a Singapore-based company that has been founded by tech-couple, Pranoti Nagarkar and Rishi Israni. Within 2 years of its launch in the market, Zimplistic has expanded its reach to more than 20 countries. Till date, Rotimatic has served 38.9 Mn+ rotis with 50,000+ users in over 20 countries and counting. Rotimatic is a platform designed and engineered to cater to wide varieties of the flatbread spectrum, as per user preferences. Early adopters jumped to the idea and bought into the product at the very first instance. After decades of no new innovation in the kitchen domain, Rotimatic is a very welcomed product.

Credits:

Client
Pranoti Nagarkar – Founder and Co-CEO
Rishi Israni – CEO and Co-founder
Manoj Namboodiri – Sr. Vice President of Business
Salomi Naik – Product Marketing Manager

Agency Team
Account Management:
Sidheshwar Sharma – Executive Vice President
Snehsikt Anand – Brand Partner
Harish Shetty – Brand Services Director
Manikya Shetty- Associate Brand Director

Planning:
Snehasis Bose – Executive Director, Planning
Priyadarshani GP – Manager, Planning

Creative:
Ishan Mehta – Creative Director, Copy
Chagas Ferdinando – Creative Director- Art
Delna Shroff – Creative Supervisor – Copy
Dhaheem Habeeb – Jr. Copywriter
Akshay Pandit – Senior Art Director
Sarang Kulkarni – Sr. Art Director
Andrea Vaz – Assistant Manager Social Media
Priyanka Mathur – Sr. Social Media Executive

Films:
Divyang Pandya – Agency Producer

Production House:
Production House – Offroad Films
Director – Rhea Lawyer
Executive Producer – Khalil Bachooali
Producer – Anirudh Sharma