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.

It’s isobel’s first work for Tilda, since starting work with the brand earlier this year.

Anna Beheshti, head of marketing at Tilda states, “We’re really excited by the new advert. Music and Food are great ways to learn about new cultures and unite communities. We wanted to create something new and unexpected, whilst still staying true to our  style  and continuing our comms journey celebrating different cultures - showing that with Tilda you can be sure to get the best tasting rice for your favourite family dishes. Working with isobel, we feel we’ve absolutely achieved this in our new TV ad”. 

Ben Stump, creative director at isobel states, “Tilda is the vibrant, multi-cultural product that has the power to bring families and generations together. For many it is the beating drum of family life.”

The 30” TV ad landed on Thursday 6th October on Asian TV channels.