Heartbeat of the family

Agency: Isobel


Premium rice brand Tilda has launched a new TV advert for this year’s Diwali campaign, highlighting the significance of premium quality rice within a wide range of communities and positioning Tilda as the heartbeat of family life.

The campaign, created by independent creative agency isobel, features a collection of drummers and drumbeats, all synched to Tilda’s variety of rice products and much-loved global rice dishes.

The drums featured include the Persian Daf, the Indian Tabla and the Afro-Cuban Conga, with rice dishes matching the music styles.

The ad was written by isobel’s Tom Dyson and Lance Boreham, and was directed by Josh Feeder, through Agile. The percussion only music was composed specially for the ad, by Mcasso.

This professional campaign titled 'Heartbeat of the family' was published in United Kingdom in October, 2022. It was created for the brand: Tilda, by ad agency: Isobel. This Film medium campaign is related to the Food industry and contains 1 media asset. It was submitted over 1 year ago by PR: Rosie Lumley of Tank Top PR.


Jean-Philippe Laborde – Managing Director
Anna Beheshti – Head of Marketing
Nikhil Deshpande – Brand Lead

Creative Director – Ben Stump
Creative Director - Simon Findlater
Art Director – Tom Dyson
Copywriter – Lance Boreham
Business Director – Lisa Roscoe
Account Director – Becky Devereux Pile
Agency Producer – Rachel Long
Head of Social Media – Zoheb Raza
Managing Partner – Jamie Williams

Media Agency: Here & Now 365

Production Company - Agile
Director – Josh Feeder
Producer – Emma Engelmann
Post Producer - Alizée Levrino
Editor – James Bradley

Music Production - Mcasso

Medisprof Cance...


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