Following on from the success of its first phase of TV sponsorship, Surya Foods, owners of premium Basmati Rice brand Laila, is maintaining its marketing commitment to the fast growing rice brand, with a new sponsorship deal with Star Plus channel’s Junior Masterchef show.
The sponsorship deal means Laila Basmati Rice will continue to be seen by over 1 million south Asian consumers as the brand once again takes title sponsorship of a primetime show. Junior Masterchef is the Indian version of the popular British culinary show which pits contestants cooking skills against each other. The Indian version, which features renowned and highly-regarded celebrity chefs, Vikas Khanna, Kunal Kapoor and Chef Jolly – premiered in the UK in August. The series which is based on the successful cookery show competition, has already been hugely popular with viewers in India.
Laila Rice is a name that is now synonymous with quality and excellence. Producing the finest basmati rice harvested from the foothills of the Himalayas and delivering superior quality grains to the discerning customer, Laila has quickly established a firm foothold in this crowded market. Following a redesign of its packaging earlier this year, and having secured listings across all the major national and independent retailers, Surya Foods is continuing to invest significantly in the Laila brand’s portfolio of products which now also includes a new selection of pickles, pastes and a range of flours.
Harry Dulai, Commercial Director at Surya Rice comments on the plans: “Laila continues to be one of the top three brands in the UK, and we have been delighted to see a steady yet strong growth over the last three years. The success of our initial phase of sponsorship targeting our core audience of Asian consumers has not only led to a significant rise in sales for Laila Rice but has also drawn customers to the full range of Laila products, as customer satisfaction with quality and value for money has encouraged brand loyalty.”