{"id":1174,"date":"2014-07-02T01:08:32","date_gmt":"2014-07-01T19:38:32","guid":{"rendered":"http:\/\/ravi.rajiniravi.com\/blog\/?p=1174"},"modified":"2014-07-02T09:45:51","modified_gmt":"2014-07-02T04:15:51","slug":"two-spoonfuls-of-dal-scammiest-of-ad-campaigns-from-india","status":"publish","type":"post","link":"https:\/\/ravi.rajiniravi.com\/blog\/2014\/07\/two-spoonfuls-of-dal-scammiest-of-ad-campaigns-from-india\/","title":{"rendered":"Two spoonfuls of Dal &#8211; Scammiest of Ad campaigns from India"},"content":{"rendered":"<p>If you work in the marketing, media or advertising fields or are friends with anyone working in these, chances are you have seen this ad. I specifically mentioned these\u00a0 fields because, it\u2019s unlikely that the brand owner has spent anything on this ad (more about this in a little while).<\/p>\n<p>The ad I am talking about is of course the super long and super indulgent, \u2018two spoonfuls of dal\u2019. If you haven\u2019t seen it, watch the ad below first.<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/4O5Q4Z87epo\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Firstly, YouTube is imparting a wrong habit among the advertising folks. The habit of creating extremely long commercials. Don\u2019t agree? Go see what Unilever has been doing on Dove and Lifebuoy. And, unlike Adani Wilmar, Unilever thinks they can force you to see these as pre-rolls!<\/p>\n<p>Media and ad agencies don\u2019t seem to get that the average YouTuber is watching only for, and waiting for the \u2018skip video\u2019 button to appear. Instead, they seem to be myopic to videos that go viral.\u00a0 I have sat through a couple of ad script presentations, where, after presenting an incredibly long and winding script, the client servicing or creative guys have said, \u2018we\u2019ll run this edit on YouTube\u2019 or, \u2018this will be our viral video\u2019!<\/p>\n<p>Secondly, every 4 minute 40 seconds of this ad is pure self indulgence by the creative team. Situations are overly\u00a0 dramatized and stretched to the point of being all wrong. And mind you, I am all for dramatizing situations to bring out the key benefit of the product.<\/p>\n<p>Check this\u2026 Why doesn\u2019t the hospital have a lift? Why are all other beds empty? Why only the Grandma visiting? Which hospital allows visitors during or before lunch time and allows you to carry an open \u2018dabba\u2019 inside? 10 days and the guy\u2019s condition hasn\u2019t improved?<\/p>\n<p>Thirdly, and the biggest issue I have with it is the reason for the creation of this ad.<\/p>\n<ul>\n<li>What are they promoting?\n<ul>\n<li>If they are promoting Fortune dal \/ foods, how is it different and better than other branded or loose foods out there?<\/li>\n<li>If they are promoting Fortune, the brand. Is the brand so intrinsic to this ad that you can\u2019t but recall the brand on viewing the video? Definitely not. By the way, check the reviews of this ad by the creative fraternity themselves \u2013 <a title=\"Spotlight - Livemint - Fortune Ad\" href=\"http:\/\/goo.gl\/FSywa5\" target=\"_blank\">here\u2019s one<\/a> \u2013 the brand name is a passing mention if at all.<\/li>\n<\/ul>\n<\/li>\n<li>Why are they promoting it?\n<ul>\n<li>Awareness building?\u00a0At 1.1 million views, it has probably achieved all the views it can get and they are not going to spend on airing this on TV . Is that enough?<\/li>\n<li>Consideration \/ preference for Fortune foods? Putting a brand banner at the fag end doesn\u2019t help this cause.<\/li>\n<\/ul>\n<\/li>\n<li>What\u2019s the insight behind this ad?\n<ul>\n<li>Is, \u2018there\u2019s something different about home cooked food\u2019 a real insight? Is it leverage-able for Fortune foods? Both, definitely not.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Before I sign off, I can\u2019t fathom how Adani Wilmar can spend a penny on making and airing this ad? (any sane guy wouldn\u2019t have on this, in this form). And for these alone, I consider this ad campaign a scam, a highly visible scam.<\/p>\n<p>The brand manager would have to think twice before making a 30 second ad, let alone a 4 minute 40 second one.\u00a0 Then there is the point of branding. A \u2018<em>lala<\/em>\u2018 would\u00a0 have never agreed to wait till 4 minutes and 34 seconds to see his brand with a signoff line.<\/p>\n<p>Go to the URL mentioned. It\u2019s a grand, one page website (I don\u2019t use facebook any more, so couldn\u2019t login to check if at all there is something inside). The Twitter page was created to promote this video and the Facebook page points to a different URL. Too sloppy to be a campaign done on the insistence of a client.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you work in the marketing, media or advertising fields or are friends with anyone working in these, chances are you have seen this ad. I specifically mentioned these\u00a0 fields because, it\u2019s unlikely that the brand owner has spent anything on this ad (more about this in a little while). The ad I am talking [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3979,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"book_review_cover_url":"","book_review_title":"","book_review_series":"","book_review_author":"","book_review_genre":"","book_review_isbn":"","book_review_publisher":"","book_review_release_date":"","book_review_format":"","book_review_pages":"","book_review_source":"","book_review_rating":"","book_review_summary":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4,6],"tags":[76,90,69],"class_list":["post-1174","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-rambling","tag-ads","tag-rambling","tag-review"],"jetpack_featured_media_url":"https:\/\/ravi.rajiniravi.com\/blog\/wp-content\/uploads\/2021\/01\/photo-1547139559-c89c59d117611.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts\/1174","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/comments?post=1174"}],"version-history":[{"count":7,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts\/1174\/revisions"}],"predecessor-version":[{"id":1181,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts\/1174\/revisions\/1181"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/media\/3979"}],"wp:attachment":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/media?parent=1174"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/categories?post=1174"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/tags?post=1174"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}