Bringing Provenance to Life.

SunRice wanted to elevate its presence in the premium Basmati rice category by refreshing its Key Visual for Out-of-Home communication.

Challenge

The goal was to attract new Indian consumers, showcase the quality and provenance of rice grown and sourced directly from India, and drive “Curry Night” frequency. The challenge lay in balancing strong product storytelling with premium visual appeal, ensuring the new creative maximised distinctive brand assets while building emotional connection and appetite appeal around quality, authenticity and origin.

Solution 

B! Brand created an engaging Out-of-Home Key Visual that heroes the 5kg pack and celebrates the provenance of Indian-sourced Basmati. The creative highlights SunRice’s quality and trust while exploring fresh taglines and a new design language that integrates the brand’s distinctive pattern assets to build equity, appetite, and relevance.

Using our brand building blocks, we created a campaign that celebrates provenance while reinforcing SunRice’s leadership in premium rice:

B! Clear

We heroed the 5kg pack, showcasing key product benefits and provenance through confident, clean visual storytelling.

B! Relevant

We connected with Indian consumers through authentic cues of quality, origin, and the “Curry Night” meal occasion.

B! Consistent

We leveraged SunRice’s new pattern and refreshed distinctive brand assets to create strong brand recognition and premium visual continuity.