Pickle that makes food taste great

Insightful TVC for CavinKare Ruchi Pickle- Scripted and Shot by UDM

Objective:
Pickle, for a long time, has been an indispensable part of Tamilnadu’s eating culture. It's used as a side dish along with the main course and it is mostly preferred as it adds the zing and tangy taste and makes the main dish appetizing. The objective of the film was to communicate the message that with Ruchi pickle, anything tastes great. The film also targets first-time Gen Zs who are more attracted to fast food. It also covers a wide range of audiences of all age groups.

Thinking behind the idea:
There is a saying in colloquial Tamil: “Rusi Kanda naaku”, which means a tongue that prefers tasty good food and prefers to eat only tasty food. In other words, once a person gets accustomed to eating tasty food, prefers to eat only tasty food. Keeping this as the theme we came up with a line that resonated with the brand: ‘Rusi kanda naaku, Ruchi ya mattum dan varumbum’. Which means: a person who prefers tasty food prefers only Ruchi. The film shows a first-time user of Ruchi who falls in love with the taste instantly, thus perfectly matching the theme of the film.