The idea behind this commercial is to communicate that with Tilda Steamed Basmati anyone can easily cook perfect Basmati rice in a microwave, in just 2 minutes. To provide the maximum impact we chose to look at this new product through the eyes of someone who actively hated it. The commercial took the form of a documentary-style interview with an outraged Indian mother. She explains that because of Tilda Steamed Basmati her son can cook his favourite rice himself, so now doesn't come home for his mum's cooking.