Abirami

Creative Agency: Rubecon CommunicationsArt: Alexander Zachariah & Diya Susan Pallikal Copy: Sajan Prathap Singh & Vishal Sudhir Brand Managers: K.Muralidaran & Maniti Adhia Photographer: Vivekanandan Parivallal Food Stylist: Sanjeeta kk Illustrators: K.Muralidharan & Narendar N. Artworker: Shivakumar Project Type: Produced, Commercial Work Client: Abirami (Sri Varadaraja Food Exports) Location: India Packaging Contents: Rice Packaging Substrate / Materials: Paper Printing Process: Roto-Gravure Printing

Rice holds a great spiritual and ritual significance as it is a staple of the Indian diet. Different regions grow specific kinds of rice that are endemic to its place of origin. Being culturally diverse and distinct, India has a variety of folk art forms that have evolved over the centuries. The complex Pulli Kolam from Tamil Nadu, the lyrically linear Kalamkari of Andhra Pradesh are a few examples of this. This culturally relevant packaging cleverly juxtaposes rice with the folk art form of that region. It makes for a strong brand identity that stays true to its roots, besides creating an interesting differential between each pack. It connects the consumer to the sacredness and purity of both the art form and the rice. It's like taking home a piece of India.