So this is the new Fortune Oil ad everyone is going gaga over. And I fail to understand why.
The 4-minute 38-second long ad is an attempt to use emotions to build a connection between the brand and customers.
It's interesting in the start. Dadi keeps asking for a chance and the nurse keeps denying it. The audience gets curious to know what will happen now. But then, the end comes. And look! It is an Edible Oil advertisement! Really? Please tell me how the product actually relates to the story we were just watching.
What I can't understand is, what message they want to give the people exactly? "Ghar ka khana, ghar ka khana hota hai" is what the ad says. So? The story is set in a hospital room. When the nurse denied dadi for giving her homemade daal to her grandson, there was a reason for that. To a patient, only boiled food is given, because food with oil and spices can be harmful for him. So what exactly do they want to say? Fortune oil makes daal so healthy that you can use it in place of boiled food?
The ad is going viral right now. It is getting shared on various social media sites with "Oh so sweet!", "Wow! This is so heart-touching" kind of comment. So, definitely, the ad has been successful in creating a buzz. But what is the connection between the product and the ad? To me, it just seems a mixture of all the traditional "emotional tools". Take a dadi amma, ghar ka khana, a hospital setting, thodi si daant aur dher sara sentimental background music, and your story is ready! No worries about product connection!
The advertisement is a product of Ogilvy India, one of the best advertising agencies in India. Not only that, it's also the same agency that produced a beautiful ad for the same brand 2 years back. This too was emotional advertising but actually with a brand connection.
Apart from the emotional story, the advertisement had a few scenes in which the mother could be seen cooking for her son. The ones that showed the actual product and that too in a tempting way. It is sad that the same agency has given such an irrelevant ad now.
Definitely, Emotions are the key to marketing and emotional advertising is one of the best ways to connect with the audience. But the question that remains is, how much we can compromise in the name of 'Emotional Advertising.'
Instead of the logical portion, the brand has played on the EQ of the target audience. With majority of Indian youth working away from home, they have tried to strike a chord between ghar ka khana and the hospital food may be symbolic to bahar ka khana.
ReplyDeletenice attempt though!!!- Mayank Devlal
Thanks. :)
DeleteYes they have tried an attempt on EQ of Indians and that is a wise tactic too. But that's my point. It's not much relevant to the product. Though, yes, the ad will be loved by people for sure.
While I agree that a few ads these days have been trying too hard to cater to the EQ of the consumers - Kalyan Jewellers ads for instance- I think this one by O&M is a good attempt. It's also about perspective!
ReplyDeleteYes. To some extent, it is about perspective as well. And about Kalyan Jewellers ads, I agree. Their ads too lack product relevance.
DeleteThanks for the comment. :)