A small family run business called Tilda Rice wanted to break into the UK microwaveable rice market with their new product - Tilda Steamed Basmati.Unfortunately this market was totally dominated by Uncle Bens, who had a 91% market share.The good news was that Tilda had a very competitive product: Pure basmati rice from the Himalayan foothills, compared to Uncle Bens factory -farmed product.The bad news was that Tilda had a tiny annual UK advertising budget:£1.6 million compared to Uncle Bens £9.5million.Tilda Steamed Basmati needed an unconventional campaign that would punch way above its weight.

A homemade video appeal was sent to rice buyers in every single supermarket chain in the UK, asking each of them - by name - to stop selling Tilda Steamed Basmati.Every video appeal was unique and tailor-made for each individual supermarket buyer.Each film was designed to look like it had been shot at home by an angry Indian mum.This angry Indian mum hated Tilda Steamed Basmati because she'd realised that if her grown-up son could cook his own perfect basmati rice in the microwave, he wouldn't have any reason to ever come home to his mother for dinner.

The 'Angry Indian Mum' DVD mailer achieved 100% positive response from targeted supermarket buyers.This DVD also helped Tilda Steamed Basmati secure more prominent shelf space in every major supermarket chain in the UK.Tilda Steamed Basmati has so far taken 19.4 market share points from Uncle Bens Express.