How do we take the conversation for a cooking oil brand outside the kitchen? That was the challenge we had before us with Kamani Food's Riso Rice Bran Oil. We tweaked their existing brand promise of Live 100% to Live 100/100. And then extended it (not a mere adapt) beautiful across various touchpoints. A special mention goes to the film we developed with Voice Of Ram (VOR) for the same that took both the brand and its primary customer out of the kitchen, into a fresher, more exciting territory. Not surprisingly, it went seriously viral within a few hours.