RMD Panmasala is one of the most premium brands in the industry, carving a niche for itself as the product of choice for those with a discerning taste. As brand custodians, we had the advantage of a deep demographic and psychographic insight of the product positioning. We broke the clutter with a slice of life route, rooted in the strategy of freshness. With pinpoint media planning we targeted a well-defined target audience with small but regular ads in vernacular languages.