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From the 9th Annual Shorty Awards

Royal Basmati Social Media Content

Entered in Food & Beverage, Branded Content


When we began working with Royal Basmati Rice, they had no established online presence whatsoever. They also wanted us to stress focus on just one product – Basmati rice. Keeping these two challenges in mind, Social Control set out to create an aligned strategy that would engage and educate Royal's mainstream audience while still catering to their core, ethnic customer base. By adopting A/B testing through paid media, and gathering insights from analytic reports, we were able to increase engagement and brand loyalty for Royal. We established a unified voice of sage wisdom and upbeat positivity to connect Royal's ethnic and mainstream audiences through a commonality – the love of rice.

Strategy and Execution

Our entry for the Shorty Awards features simple, modern rice dishes that have been elevated to professional quality. We cooked each of these rice dishes by hand in our kitchen and styled them in a simple, elegant way that any home cook could easily achieve. Our goal has always been to showcase Royal Basmati Rice in a beautiful, attainable way that will inspire home cooks everywhere to incorporate more Basmati rice into their mealtimes. Social Control wants Royal's audiences to feel empowered to create these dishes on their own, but also feel inspired to elevate each dish by incorporating unique flavor profiles into the rice. Each image features original photography to draw the viewer into the picture, start a conversation, and inspire.


Our aim was to increase followers and engagement across all of Royal's social channels, and Social Control is pleased to say that by implementing a unique, original design strategy, we were successful. Royal's Facebook fan base was increased by 602% in 2016 while Instagram and Pinterest profiles also grew and doubled fan engagement over the past three months. We know Royal's followers and engagement will only grow over the next several months.


Video for Royal Basmati Social Media Content

Entrant Company / Organization Name

Social Control, Royal Basmati Rice

Entry Credits