The promotion kicks off at the end of this month and runs unitl 15 September on 5kg, 10kg and 20kg bags of Tilda Pure Basmati. Consumers will be able to redeem an on-pack coupon for a Bollywood DVD or CD.
Dilip Srinivasan, Tilda brand manager, said: “We wanted to launch a promotion which rewards our core users but also appealed to a new audience. Bollywood is very influential among British Asians and is increasingly growing with the mainstream UK.”
Support for the push includes TV, radio and print advertising. A2 posters and shelf talkers will flag up the promotion in supermarkets and Asian independents.
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