Ogilvy Advertising has created a 30-second TV spot to promote Tilda Microwaveable Basmati Rice as an alternative to the home-cooked variety.
In the ad, a matriarchal Indian mother is shown sitting in her lounge explaining how her son has brought shame on their family for using Tilda's microwaveable rice. As she explains, "48 hours I was in labour with him, for this."
The ad ends with the Mother storming into her local supermarket, whereupon she knocks the Tilda range from the shelf. It ends with the line, "Perfect Basmati rice in two minutes. Sorry Mum."