Kashmir Cooking Oil & Banaspati’s New Mantra: Create Don’t Hesitate

Arts & Culture   October 5, 2019
Brace yourselves as the biggest awards show of the year, #KASHMIRHUMAWARDS is only a few hours away!

Hum Awards is the biggest award show of the Pakistani Drama Industry that celebrates and honors our local talent across various categories and it’s only a few hours away!

Last year the magical night of awards lit up Toronto and this year Kashmir is back again to give you the most memorable night of your life with Kashmir 7th Hum Awards in Houston.

How often do we come across communication from brands that aims to change the narrative and enable its consumers by developing a deeper connection through emotional relevance? Seldom happens.

For these category giants, numbers come first; which is only fair. What most of them want are beautifully shot, bleachy films with high-speed shots and a well-scripted product story that conveys the functional attributes of their brand comprehensively.  Very few go beyond execution and strive for the bigger purpose.

#REHEARSALS | Look who showed up at the grand rehearsal! Zaid Ali! And he is super excited for #KASHMIRHUMAWARDS😍 Are you?Booked your tickets? If not, book them now: www.ticketmaster.com#HUMTV brings Kashmir 7th HUM Awards, presented by Kashmir Cooking Oil and Banaspati, Digitally powered by #SingerPakistan.

Posted by HUM Awards on Friday, 4 October 2019

For a nation that loves to eat coupled with the warmest values when it comes to hospitality, Pakistanis don’t need a reason to come together, eat and celebrate. We make sure everything that we do, big or small, revolves around food.

We use ‘khaana as a bahana’ to create moments, memories and stories which mean the world to us. Not only this, the artist within us is constantly in search of the right platform to express and show the world what it is truly made of. All it needs is the right push and a support system that believes in its talent.

Kashmir Cooking Oil & Banaspati is not a new name in the category. Kashmir Cooking Oil & Banaspati has been ruling the hearts of generations for over 56 years now with its commitment to deliver quality products. In 2018, the brand took it upon themselves to not only revamp their corporate identity but also work towards how they can add greater value in the lives of their consumers.

#REHEARSALS | Our favourite Yumna Zaidi is at the grand rehearsal in #Houston with our Digital Host Uzair Hasan and she looks so lovely! Did you know she was such a foodie? How excited are you to see her in #KASHMIRHUMAWARDS?Booked your tickets? If not, book them now: www.ticketmaster.com#HUMTV brings Kashmir 7th HUM Awards, presented by Kashmir Cooking Oil and Banaspati, Digitally powered by #SingerPakistan.

Posted by HUM Awards on Friday, 4 October 2019

The brand made an effort to understand how the dynamics of the urban Pakistani household are changing with time. Millennial couples are more informed, living independently and have a greater share of voice when it comes to calling the shots. They look for excuses that will help them come together and create memories of a lifetime. In short, today’s consumer is looking for an enabler.

Based on the aforementioned behavioral insights, the brand came up with their current big idea Food is Your Canvas. Simply put, Kashmir volunteers as the enabler every artist is secretly looking for; an enabler which allows the artist to create, to express and provides them with a canvas.

The brand makes use of visual cues (read: smashables) such as the white plate (metaphor for an artist’s canvas) and table cloth (metaphor for the perfect setting to showcase one’s creation) as key components of the campaign. All of this has been knitted well under their current brand positioning Khaana Toh Bahana Hai.

These attempts from the brand has allowed for various ways to connect with their target audience. By doing so Kashmir has not only put itself at front as a trustworthy partner but also as a confidante for all aspiring cooks and creators to have faith in their talent. It is a form of encouragement and the much needed emotional push for these amateurs to come forward. Because all the world’s an empty canvas for you to decorate with the colors of your creations.

ARE YOU READY HOUSTON?