Know Thy Breaks
Posts tagged Beverages
Red & Ready To Relish
Jun 1st
Tag line: Jashn Ka Asli Mazza
Client: Hamdard Wakf Laboratories
Brand: Rooh Afza
Creative Agency: Triton Communications Pvt. Ltd., New Delhi
Creative Director: Raju Deolikar
Creative Supervision & Concept: Baljeet Kaur
Director: Sanjeev Choudhuri
Production House: Dress Circle Movies
Duration: 40 secs
Year: 2010
Story: The TVCs for Hamdard’s age old drink Rooh Afza hit TV screens as mercury continues to sap spirit & energy this summer. The flagship brand from Hamdard can now be seen as an excellent additive to drinks, mock-tails & desserts, in addition to its role as a revitalizing nutritive drink it already is. The campaign has been devised through a montage film to capture the moments of celebrations, which are well entrenched in our society.
Message: Seeking to keep up with the times & associating itself with moments of celebration, Rooh Afza interacts & involves a younger set of prospective consumers – a TG that is actively sought after to engage with the brands. Having the first mover advantage (as there is no competition from any brand which is used both as a drink & as an additive), it aims to project Rooh Afza also as a great additive for drinks and desserts. This communication should help the brand cut through the perception of being a summer product & prolong the usage of the product round the year. (***)
Insight: Everyday in our lives, there are moments of celebration. And we seek to celebrate these moments with food & drink. With Rooh Afza already entrenched as an all natural refresher, the celebration positioning can offer the brand an opportunity to strengthen & extend the brand franchisee to a larger platform, which is not only at home during summers, but with the larger family (friends, neighbours, colleagues, relatives, etc.), & on occasions which are memorable for all. Rooh Afza aims to occupy the slot of the perfect refresher in all moments of celebration. (***)
Freshness: It is yet another rehash of the ‘loved by Indians of all ages & all regions’ formula that we have seen many times before; product enjoyment shots set to what they hope will be a memorable jingle. Of course, there’s no consumer insight. There doesn’t seem to be any attempt to break new ground in the concept or the execution. The jingle isn’t hum-able. One can’t remember the line even after seeing it three-four times. And there’s nothing in the casting or acting that makes you want to see it again. (*)
Verdict: The ad is run of the mill & there is nothing extraordinary in it. It does put across the idea of celebrating with Rooh Afza, but it’s not a groundbreaking concept. As the objective is to establish the novelty of a drink made with Rooh Afza, it may take time to establish the freshly discovered taste. But at least, this is not a linear conventional film with a regular product window & is focused on showcasing Rooh Afza as an additive product, rather than a mere beverage.
An Out-Of-The-Fridge Idea
May 13th
Tag line: Fridge Mein Jayega, Bade Kaam Aayega
Client: Coca Cola India
Brand: Sprite
Creative Agency: O & M
Creative Director: Ajay Gahlaut
Director: Shoojit Sircar
Production House: Rising Sun Films
Duration: 35 secs
Year: 2009
Story: The Sprite fridge pack communication revolves around the idea – ‘Fridge Mein Jaayega, Bada Kaam Aayega’. The plot depicts a story of four roomies. These youngsters have nothing but a Sprite fridge pack in the fridge and have no idea what they are going to do for dinner. The plot unfurls when the protagonist, armed with the Sprite fridge pack at home, uses his quick wit to get themselves a home-cooked meal.
Rationale: Packaging innovation has always added a new dimension to the whole experience of having a soft drink, making it far more convenient for consumption and also offering better value for money. This was to support the launch of the 1.25 litre Fridge Pack which in the first place has been designed to strengthen Sprite’s consumer connect in the in-home consumption segment. (***)
Message: The storyline depicts the Sprite way of using the fridge pack and its handiness at home, keeping the brand’s tongue-in-cheek attitude, wit and irreverence. The story is based on a common insight of a typical bachelor’s pad, where youngsters staying away from their homes are always craving for home-cooked food. In their nostalgia, they invite their next door neighbour aunt, who oblivious of their intentions, happily obliges to cook for them. (****)
Freshness: With the trend of in-home consumption of ready to drink packaged beverages on the rise, the convenient 1.25 litre fridge pack offers immense benefits to the consumers. The new communication initiative depicts the convenience of this pack through a creative statement that is peculiar to brand Sprite. It was delight watching our often-been-vulnerable-chootiya friend Kavin Dave (the guy with a French cut) being in the side of ‘Sprite Apostle’ this time. (****)
Verdict: Having the Sprite fridge pack at home inspired the moment of quick wit, where they influence their neighbour to come and cook for them. Riding on the core idea of ‘Seedhi Baat, No Bakwas- Clear Hair!’, the latest communication takes forward the theme of youth continuously looking for smarter ways to move up the ladder and constantly seeking to take easier and uncomplicated routes to attain their goals. With a cool punch line (literally ‘Fits in your fridge, comes in handy in everyday life’), it illustrates that this is just one of the utilities this pack has to offer you.
