Priyom Sortex Rice

Love, Served Warm

Priyom Sortex Rice isn’t just about purity and quality—it’s about the emotions tied to every grain. Our campaign brought this to life through a gentle, heartfelt narrative set in a familiar higher secondary school backdrop, capturing the essence of a mother’s love with every packed lunch.

Client

Priyom

Year

2018

Industry

Food

Director

Tharun Moorthy

Project ChallEnge

The core challenge was to connect an everyday product—rice—to something deeper: maternal affection, care, and memory. We wanted to make the audience feel the emotional weight behind a simple tiffin box, without resorting to clichés. The school setting had to feel authentic, the storytelling universal, and the music soul-stirring.

Project Outcome

The advertisement struck an emotional chord across all age groups, especially families and students. With its soft cinematic style, minimalist dialogue, and moving background score, the film not only built brand connection but also reinforced Priyom Sortex Rice as a trusted household name. Viewership and engagement soared across platforms, with many praising its nostalgic tone.

About Project

Elephant Tales conceptualized a story-led advertisement for Priyom Sortex Rice, placing the narrative in a relatable school setting. A student’s moment of pause over a lunchbox unfolds into a heartfelt monologue of appreciation for his mother’s care—symbolized by the rice she trusts. The visuals, paired with a soothing original score, evoke warmth, simplicity, and sincerity. It’s not just an ad—it’s a reminder of home, brought to life through storytelling that, true to our promise, made an elephant-sized impact.

Team Behind

Director:	Tharun Moorthy
Production House:	Elephant Tales
Concept:	Elephant Tales
DOP:	Sanoop Balakrishnan
Editor:	Amar Sooraj
Lyrics & Music:	Unnikrishnan V
Costume Designer:	Revathy Roy

Creative Director:	Unni Fineday
Vocal:	Maria Davina
Sound Design:	Harry Correya
DI:	Gluestem Entertainments
Production Manager:	Joffin John
Art:	Roopesh Unni, Mohandath Kunjumon
Budget Analyst:	Jeffrin John