Introduce two easy-to-make breakfast products, Appam and Idly/Dosa Batter to the expats in the UAE market and position it as the true taste of their homeland in their minds.

To position both the batters as easy-to-make, quick and tasty products, which would bring down their cooking time in their busy day-to-day schedule without compromising on the freshness and taste.

The products were launched in all supermarkets and hypermarkets across the UAE through a series of catchy, funny teaser campaign, portraying characters which all the expats could relate to. The teaser campaign, adapted both in print and in-store, was followed by a series of ads introducing the product to the target audience.

The teaser campaign succeeded in arousing curiosity in the minds of the people with catchy content and illustrations. The products received a wide publicity across the expats in the UAE and were well received by them.