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| A still from the ad |
In 2016, Parakh Agro launched
an ad film for ‘Samrat Atta’ which was fabricated by Grey Group India. Tha ad
aims for a wide and diverse target audience by positioning the brand as a
connecting thread between people.
Inspection: ‘Swaad Jo Laaye
Paas’ is the central message of the ad which communicates that taste and food
can bind people together by creating memorable cherishing moments. The ad
highlights various different aspects in which one can bridge the gap that exist
in our society just by the gesture of sharing. It shows that the act of sharing
food can bring people closer by eliminating the differences created by
language, status, power and position thus; developing a beautiful bond and the
brand i.e. Samrat Atta contributes by adding the required flavours to these relationships
from past many years.
Analysis: The voice over and
the theme song ‘Mitt Sakti Hain Ye Duriyaan’ defines the abstract comprehensibly.
Unlike other brands under this category ‘Samrat Atta’ has made an attempt to
break the ordinary and typical ideation of the product. Simple and day-to-day
situations are very well executed and linked with the brand. The ad may act as
an eye opener by touching the emotions of the viewers. The online version is
quite long but effective while the shorter version which is on air right now
lacks the desired potential because of low recall value. Communication-wise the
ad is meticulous but visually the ad fails to appeal or strike our hunger or
craving for home-made roti. Inclusive everything this ad will assist the brand
in establishing a long-term positive image.
The Ad Inspector’s Rating:
3.5/5
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