Premium rice brand Tilda has launched a new TV advert for this year’s Diwali campaign. Created by isobel, the ad highlights the significance of premium quality rice within a wide range of communities and positioning Tilda as the heartbeat of family life.

The campaign, created by independent creative agency isobel, features a collection of drummers and drumbeats, all synched to Tilda’s variety of rice products and much-loved global rice dishes.

The drums featured include the Persian Daf, the Indian Tabla and the Afro-Cuban Conga, with rice dishes matching the music styles.

The ad was written by isobel’s Tom Dyson and Lance Boreham, and was directed by Josh Feeder, through Agile. The percussion only music was composed specially for the ad, by Mcasso.

It’s isobel’s first work for Tilda, since starting work with the brand earlier this year.

Read more on isobel.