L&K Saatchi & Saatchi creates launch campaign for Indian flatbread maker Rotimatic

L&K Saatchi & Saatchi India has launched the first commercial for instant roti [Indian flatbread] maker Rotimatic.

Created by the Singapore-based firm Zimplistic, Rotimatic is supposed to be the world’s “first fully automatic roti making machine.”

Aimed at the Indian diaspora worldwide, the campaign created by the Mumbai office of L&K Saatchi & Saatchi will cover television, print, outdoor and digital. The push will be strongest in the United States of America.

Speaking about the campaign, Zimplistic’s founder and co-CEO Pranoti Nagarkar said: “Rotimatic has made rapid strides in the last two years.

“With over 50,000 happy customers, it felt like the perfect time to share our brand message through our first campaign.

“Roti invokes nostalgia among the Indian diaspora and brings families together at the dinner table. Our communication captures that. We are sure our customers and fans will relate to the core message of fresh, healthy garma-garam [hot] rotis.”

L&K Saatchi & Saatchi CEO Anil Nair added: “We’re thrilled to team up with Rotimatic on this exciting journey.

“The words ‘garma garam’ invoke a delicious memory in the minds of Indians and that’s why it is the centrepiece of the campaign.”



Founder and co-CEO: Pranoti Nagarkar

CEO and co-founder: Rishi Israni

SVP of business: Manoj Namboodiri

Product marketing manager: Salomi Naik

L&K Saatchi and Saatchi

Executive vice president: Sidheshwar Sharma

Brand partner: Snehsikt Anand

Brand services director: Harish Shetty

Associate brand director: Manikya Shetty

Executive director – planning: Snehasis Bose

Manager – planning: Priyadarshani GP

Creative director of copy: Ishan Mehta

Creative director of art: Chagas Ferdinando

Creative supervisor of copy: Delna Shroff

Junior copywriter: Dhaheem Habeeb

Senior art director: Akshay Pandit

Senior art director: Sarang Kulkarni

Assistant manager social media: Andrea Vaz

Senior social media executive: Priyanka Mathur

Agency producer: Divyang Pandya

Production house: Offroad Films

Director: Rhea Lawyer

Executive producer: Khalil Bachooali

Producer: Anirudh Sharma


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