Gulfood's risqué rice display gets mixed reviews

Dubai A beautiful young woman lies on a red bed, smiling in a fitted red satin dress, caressing an abundant spread of rice.

This bizarre marketing gimmick is not for a beauty salon or a fashion line but stood in the midst of the Aeroplane Basmati rice stall at Gulfood.

Drew crowds

The display has irked feminists, amused men and certainly drew crowds to the Indian rice exporter again this year — an example of the success of unusual marketing techniques for food companies.

Although the use of female models in marketing campaigns is hardly a new concept, the provocative display was a striking choice for a rice company. Stall organisers, however, defended the concept.

"Rice is mainly dealt with by women in the kitchen and she has the main buying power. Basmati rice also has characteristics like a female: long grain, sharpness of features and aroma," said Rahul Suri, managing director of Aeroplane Basmati rice.

Attention

Conceding that women in revealing red dresses bear little resemblance to most women preparing dinners in the kitchen, he added: "We are trying to get the attention of people and make the brand stick in their minds."

The response has been overwhelmingly positive at the stand, with flashing cameras, email praise and many male customers inquiring about business, according to Suri.

Lara, one of the models, says she sits there from 11am and 7pm. "I did the same thing last year, I'm not uncomfortable. I'm promoting basmati rice," she said.

Something different

But what kind of message is she hoping to send out in this pose?

"I am telling them that this is the best rice," she said, adding that people react to her with surprise because "it is something different."

"Maybe some people don't like it, but many people are happy with the idea," she said, smiling through her bright-red lipstick.

As she spoke, a man passing by remembered her from last year and stopped to chat. He is Abdul Malek Abu Zaineh, a trader and regular visitor at Gulfood.

Asked if he found the display attractive and effective as a marketing tool, he smiled. "It attracts a certain slice of people," he said, "[But] it is not very effective for rice."