Laila Basmati Rice goes into TV sponsorship

Posted on News Jul 2013 - by Tandoori Magazine

Surya Foods, owners of premium Basmati Rice brand Laila, has taken a new step in its commitment to marketing and supporting its fast growing rice brand, with its first foray into TV sponsorship.

Laila Basmati Ricewill now be seen by over 1 million south Asian consumers as the brand takes title sponsorship of the third series of leading cookery show, Curry On, starring Michelin starred celebrity chef Atul Kochhar broadcast on B4U Musicand community magazine programme, Starlite broadcast on the UK’s highest rated Asian TV channel Star Plus.

Following a redesign of its packaging, and having secured listing across all the major national and independent retailers, 2013 is a year of investment and growth in the brand’s portfolio.

Harry Dulai, Commercial Director at Surya Rice comments on the plans: “Laila is one of the top three brands in the UK, and we have been delighted to see an organic year on year growth. We are investing heavily in the brand this year, starting with our core audience of Asian consumers. TV is one of the best routes to market and associating the brand with both a cookery show and celebrities, hits right at the psyche of our customer and so will give us brand recognition and brand loyalty as we extend this relationship further into grass roots activity.”

Dulai continues: We have a lot of exciting plans for Laila Rice this year. We are a superior, high quality brand that is authentic from the core and we plan to take Laila and its heritage to the mainstream marketplace. This is going to be an exciting year for Laila Rice.”

Curry Onis broadcast on B4U Music (Sky 781 / Virgin Media 815) every Saturday at 12.00pm and repeated every Wednesday at 19.00pm

Starliteis broadcast on Star Plus (Sky 784 / Virgin Media 803) every Sunday at 19.30pm and repeated every Monday at 14.30pm and Friday at 23.30pm

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