TeaHere are some evergreen ads; The kind of campaigns that fit so well into a culture that a brand doesn’t need to go back to the drawing board to design a new campaign for decades on end. Some classic examples include Vicco Turmeric Cream ads – Vicco Turmeric, No Cosmetic Jingle- and Amul milk is back India.
Ads from Mainland China are nowhere near this range, not even in their dreams. And yet, the restaurant chain has decided to revive a 12-year-old campaign to harass us with its directionless ads.
One of them is of a man at the restaurant, who angrily asks to see the chef, only to kiss him near the lips and thank him for the delicious food served.
While the desire for you to kiss a fabulous food preparer is a good creative tool to get your point across, the way the ad is directed is in bad taste, and not at all fashionable over time. .
For one, the man in the ad is aggressive and the chef is taken by surprise when he forcefully kisses her. This is very uncomfortable to watch because it borders on sexual assault. The same story could have been told differently, the kiss could have been the crescendo of a different set-up that saved the ad.
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Mainland China’s other campaign
The second ad is set in a corporate world with four executives discussing food using a strange corporate word-play. It’s an ad that 90 percent of India won’t understand, and the fraction that does it will find it outdated and ridiculous. If I were the brand manager, approving this ad would be my best secret. People could have held me for ransom by leaking this ad and threatening to put it back in public memory.
It’s surprising that the brand decided to ditch this particular ad from 6 feet down and I can’t imagine it would do anything for the restaurant chain.
Some restaurant chains in India launch TVC campaigns. One is Behrooz Biryani, which is a superhit advertisement with 14 million views on YouTube. It focuses on Behrooz’s origin story and links the ad with a brilliant line: ‘If a biryani was worth a war, it’s definitely worth a try’. A month ago, Faasos also launched a ‘boring’ campaign stubbornnessFaasos manga, Another ad that got 4 million views on YouTube within a month.
An average food ad also tends to focus on close-up shots of food, which can make anyone salivate upon seeing it appear on the screen and create an impulse to order from the restaurant/take it on a weekend. Travel can pay. Mainland China ad doesn’t like it.
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changed time
Mainland China must realize that the world has completely changed in the past 12 years.
For junk food brands, especially those that calls himself ‘Mainland China’, the number one objective, should have cut its losses by establishing a long-formed trust relationship with its customers at a time when Chinese or Oriental cuisine restaurants were popping up everywhere.
With India-China relations souring, many Indians were recently seen boycotting Chinese goods – even TVs were thrown from balconies. Union Minister Ramdas Athawale had called for a boycott of Chinese food, and amid the COVID-19 pandemic, such unrest would have created problems for Chinese food chains, which it called ‘Mainland China’ even more so for a brand. makes it necessary. To establish a new client connection.
Like Maggi and other brands, an informative advertisement on their food containing controlled amounts of MSG will make the food more palatable.
This article is part of VigyanPanti ChainWhich reviews Indian science aka ads.
(Edited by Srinjoy Dey)