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O&M gives an emotionally connect to Fortune Oil with 'Ghar ka Khana' TVC

The 4.5-minute film, which is said to be India's longest duration TVC, will be edited to 2 minutes after the first day of telecast. Piyush Pandey says it is “one of the finest pieces of work that I have written”

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O&M gives an emotionally connect to Fortune Oil with 'Ghar ka Khana' TVC

O&M gives an emotionally connect to Fortune Oil with 'Ghar ka Khana' TVC

The 4.5-minute film, which is said to be India's longest duration TVC, will be edited to 2 minutes after the first day of telecast. Piyush Pandey says it is “one of the finest pieces of work that I have written”

Sarmistha Neogy | Mumbai | June 24, 2014

Fortune-Oil-TVC Click on the image to watch the TVC.

Ogilvy India has once again touched the emotional chords of viewers with its latest television commercial for Fortune Oil. The 4.5-minute film, which is said to be India's longest duration television commercial, brings out the thought that there is no joy greater than the joy of eating home-cooked food or 'Ghar ka Khana'. This is done by playing on a beautiful relationship between a persistent grandmother and the love for her bedridden grandson.

The TVC opens with an old lady slowly climbing a long flight of stairs. She enters a hospital room, where a nurse is trying to feed her grandson who is admitted there. The old lady insists that she be allowed to feed him only two spoons of dal as the hospital food is doing no good to him. The nurse refuses her outright, saying that outside food is not allowed for patients, to which the old lady replies, “It is home-cooked!”

In the following days, we see the old lady trying all her antics from sharing anecdotes, flattery, love, anger and humour, just to convince the nurse to let her feed her grandson with home-cooked dal. It turns into a daily routine for her and the persistent grandmother doesn't lose hope, visiting the hospital everyday with home-cooked dal.

One day, on the occasion of her grandson's birthday, she gets along two dabbas, one of which she gives to the nurse and the other she keeps for her grandson. That day, in private, the nurse tastes the home-cooked lentils and things change from there on. The following day, she readily agrees when the old lady requests the nurse to feed him home-cooked dal. Unable to believe, the teary eyed grandma goes to feed her grandson with two spoons of dal. After sometime the grandson takes the dabba from her and gulps the entire dal! The film ends with the voiceover saying 'Ghar ka Khana, ghar ka khana hota hain'.

Piyush Pandey Piyush Pandey

Commenting on the campaign, Piyush Pandey, Executive Chairman & Creative Director, Ogilvy South Asia, said, “I believe it is one of the finest pieces of work that I have written. It has to be a very brave client with a very big heart to make a commercial of this kind. I salute the entire marketing team at Fortune for making this happen.  I am also hugely grateful to Vivek Kakad, and my own partner Sukesh Nayak, for bringing this story alive.  Enjoy, and have some home-cooked food!”

Angshu Mallick, Chief Operating Officer, Adani Wilmar, said, “We have always focussed on the joy of having home-cooked meals and having them together. We realise that today it gets difficult for people to take time out for their family, but the message which we try to convey in our commercials is that have at least one meal together, which helps to bind the family. This is how the idea of 'Ghar ka Khana' in the latest television commercial was born. It has been executed brilliantly by the powerful acting of the old lady, who is confident that her home-cooked food can only cure her grandson.”

“The full-length campaign will be shown on the first day of its television release, following which it will be edited to around two minutes. Along with the TVC, the product will be widely promoted across all social media channels and cinema halls,” added Mallick.

Ogilvy India had three years back in 2011 executed a fine campaign for Fortune Oil, banking on the relationship of a mother-son duo. That campaign titled 'Har Maa Ke Dil Mein' showed how a mom surprised her son, who works in the Navy, on his birthday by visiting him with home-cooked food. The SD Burman background music imparted a different appeal altogether to the campaign.

Thumbs up from experts

The experts are unanimous in their view that Ogilvy has made a fantastic effort in this commercial. However, the question is whether the pace and length of the commercial will be able to sustain the interest of the viewers.

KV Sridhar KV Sridhar

KV Sridhar aka Pops, Chief Creative Officer, SapientNitro, said, “It is a fine commercial, a beautiful story and a perfect brand fit. I loved the ad! However, I feel it has gone a bit too long. In order to sustain the interest of its viewers, it would have been great if we could have seen more drama unfold between the old lady and the nurse. Had it been half of the length, I think it would have made a more gripping commercial.”

Saurabh Parmar Saurabh Parmar

Saurabh Parmar, Founder & CEO, Brandlogist Communications, said, “It's obviously an endearing campaign by Ogilvy. From the characters, the story narration, the music, lyrics, each of these has the potential to connect with the audience. The challenge I see is not the length of the video, but the pace of the commercial, which is on a slower side. It will be interesting to see if the pace can get the consumers hooked and connect with the brand. This is definitely an interesting format of storytelling and brave for the brand to approve.”

Harish Bijoor Harish Bijoor

Harish Bijoor, CEO of Harish Bijoor Consults, on the other hand, said, “I think Ogilvy has made a good connect. Every second of the long time slot used has been used to advantage.  The long duration helps build the story and the mystery of it all. This will for sure set the tone and tenor for a new genre of advertising that uses story-telling as a visual and aural skill of good advertising impact.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Adani Wilmar

Creative Agency: Ogilvy & Mather

Creative Chairman: Piyush Pandey

COO: Angshu Malik

Group Creative Director: Sukesh Nayak

Production House: Curious Films

Director: Vivek Kakad

Producer: Shahzad Bhagwagar

Sarmistha@bestmediainfo.com  

Info@BestMediaInfo.com

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