The campaign, conceptualised by Scion, Bangalore, highlights how the simple ghee has the potential to turn a happy occasion into a full-blown celebration
BestMediaInfo Bureau | Mumbai | August 28, 2014
Gowardhan Ghee has launched a television commercial titled ‘Baat Hain Khushi Ki’ to portray ghee as a contemporary and important ingredient in any celebration. The campaign, conceptualised by Scion, Bangalore, highlights how the simple ghee has the potential to turn a happy occasion into a full-blown celebration, one that is unforgettable.
The TVC starts with a mother-daughter duo discussing the daughter’s wedding preparation with a wedding planner and a chef. Arrangements for clothes, accessories, venue decoration, menu and entertainment details are being discussed around a table which is full of fashion drawings, architectural blueprints, invitations and menu cards. The father enters and the daughter calls out to him eagerly to come see all the planning for the forthcoming nuptials. He smiles at his daughter’s enthusiasm and says that in a celebration it is the food that is remembered. He then turns to the experienced chef, who promises that the food at his daughter’s wedding will be wonderful and talked-about because it’ll be made with Gowardhan Ghee. A delectable and exotic spread of Indian wedding cuisine is shown next. In the end, the proud father is seen standing next to a guest who is enjoying and appreciating the food. The TVC ends with a voiceover that says: ‘Gowardhan Ghee - Baat Hain Khushi Ki!’
Kapil Kansal, Creative Director, Scion, said, “The TVC is a clutter-breaker in the category. Firstly, it depicts ghee as a contemporary rather than a traditional ingredient for today's audiences who are seeking more imagination in the culinary sphere. Secondly, by the simple insight that in any celebration, it is the food that is remembered. Using a wedding and a maverick chef to showcase a modern twist to traditional Indian dishes, the commercial shows just how far ghee as a key ingredient can help transcend from traditional to modern.”
Mahesh Israni, CMO, Parag Milk Foods, said, “Our objective of launching the TVC was to establish the high quality and premium-ness of Gowardhan Ghee, thereby establishing the leadership position of the brand. To highlight that Gowardhan ghee is the force that turns a happy occasion into a full-blown celebration, and to showcase the delicious range of food made with Gowardhan Ghee.”
The company has spent Rs 3.5 crore on the campaign, of which Rs 50 lakh was spent on making the TVC and the rest on media.
Client: Gowardhan Ghee
Agency: Scion, Bangalore
Creative Directors: Kapil Kansal & Devika Natarajan
Media buying: Madison