{"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&#8217;s 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, &#8216;two spoonfuls of dal&#8217;. If you haven&#8217;t 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&#8217;t 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&#8217;t seem to get that the average YouTuber is watching only for, and waiting for the &#8216;skip video&#8217; 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, &#8216;we&#8217;ll run this edit on YouTube&#8217; or, &#8216;this will be our viral video&#8217;!<\/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&#8230; Why doesn&#8217;t 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 &#8216;dabba&#8217; inside? 10 days and the guy&#8217;s condition hasn&#8217;t 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&#8217;t but recall the brand on viewing the video? Definitely not. By the way, check the reviews of this ad by the creative fraternity themselves &#8211; <a title=\"Spotlight - Livemint - Fortune Ad\" href=\"http:\/\/goo.gl\/FSywa5\" target=\"_blank\">here&#8217;s one<\/a> &#8211; 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&#8217;t help this cause.<\/li>\n<\/ul>\n<\/li>\n<li>What&#8217;s the insight behind this ad?\n<ul>\n<li>Is, &#8216;there&#8217;s something different about home cooked food&#8217; 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&#8217;t fathom how Adani Wilmar can spend a penny on making and airing this ad? (any sane guy wouldn&#8217;t 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 &#8216;<em>lala<\/em>&#8216; 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&#8217;s a grand, one page website (I don&#8217;t use facebook any more, so couldn&#8217;t 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>&nbsp;<\/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&#8217;s 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}]}}