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Tilda ‘Sorry Mum’

Agency: Ogilvy Advertising

Client: Tilda

A frustrated Indian Mum is the focus of a TV advertising campaign entitled ‘Sorry Mum’ to mark the introduction of a new microwaveable rice range from Tilda called Tilda Steamed Basmati.

Senior Brand Manager for Tilda, Kate Barnet, said, “This is Tilda’s first advert in four years and marks a departure from traditional product led advertising towards a character based execution.

“The advert encapsulates the mother and son relationship in a way that is inclusive and universally appealing.’

The advert is appearing on a cross section of channels from ITV Carlton and LWT, Channel 4, GMTV, E4.

It is being supported with print, online, POS and PR and experiential activity led by exposure later in the year.

The TV commercial, created by Ogilvy Advertising is directed by Tony Barry, one of Board Magazines best new directors in the world and winner of a gold and three silvers at the British Television Awards this year.

Emerging actress Sameena Zehra plays the starring role as the Mum.

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