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A challenger brand needs a killer creative idea to articulate its brand promise. Kitchen Treasures, a spice brand from the house of Synthite, was taking on well-entrenched players in the spices and masalas category. With the promise of purity fulfilled by stringent quality norms: 10,000 acres of own farmland and a unique multi-stage cleaning process, we set out to break the notion in the market that packaged spices are seldom pure.

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Enter the blindfold device: a creative idea to bring alive the fact that Kitchen Treasures are spices so pure that you can buy them blindfolded. It is your other senses - touch, taste and smell that will stand testament to its purity. Taken across Television, Print and Outdoor, this campaign established high degrees of saliency and firmly positioned the brand as a custodian of purity. Within a year of its launch Kitchen Treasures is the No 3 spice brand in Kerala.

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