It was the fourth day of my nine-day jaunt across Thailand and Cambodia. Being a vegetarian, it was my fourth day (felt like a decade really) surviving on fried rice that tasted like I have been punished for all my past sins. At this point I was ready to fall down and cry in gratitude if anyone even showed me a picture of vada pav. It was by sheer luck that we came across this Indian restaurant called India Kitchen on the streets of Siem Reap, Cambodia. If someone had told me before that day that food could make you cry I would have laughed but not anymore. The wafting smells of Indian spices in the air did bring a happy tear to eyes. I must admit that I came back an even greater admirer of my local chaat wala than I already was.
But the overall point is that food has the capacity to make one feel at home in an alien country and bringing that thought to the fore is Ogilvyâs new ad campaign for Shan Foods, Pakistanâs biggest brand of spices and recipe mixes.
Created by Ogilvy India and Ogilvy Pakistan, the campaign is the story of a Chinese couple that recently shifted homes. The couple, especially the woman, feels alienated and alone in this new country. Her husband suggests that she try and make friends with the neighbours, which sends her on a quest to make the perfect âbiryaniâ. With the help of Shan Masala, she is able to prepare some lip-smacking biryani and win over the heart of her neighbours who instantly take her into the fold.
Commenting on the thought behind the campaign, Sukesh Nayak, ECD, Ogilvy Mumbai, said, âEverywhere in the world the neighbourhood has changed. But the connection shouldn't. This empowering story of a Chinese couple living in Lahore and finding new friends is great example of how barriers break with the taste of great food.â
Speaking about their collaboration with their Pakistani counterparts, Nikhil Mohan, Vice-President, Ogilvy Mumbai, said, âThe new campaign for Shan is the outcome of a wonderful collaborative effort once again with our team in Pakistan, as well as a brave client who placed their full trust in the team. After the success of our last Ramadan campaign, we needed to come up with something that would once again strike an emotional chord with the viewer and the collaboration helped achieve just that.â
Client: Shan Foods
Agency: O&M India, O&M Pakistan
Head of Marketing, Shan Foods: Humayun Farooq
Marketing Manager, Shan Foods: Mohammad Umar Malik
Brand Manager, Shan Foods: Yousra Taj
Executive Creative Director, O&M India: Sukesh Nayak
Vice President, O&M India: Nikhil Mohan
Creative Team, O&M India: Kunal Sawant, Faraz Alam, Garima Obrah
Account Management, O&M India: Supriya S Venkittathodi
General Manager, O&M Pakistan: Naved Qureshi
Production House: Absolute Productions
Director: Vasan Bala
Production Team: Prafull Sharma, Sadhya Vyas, Jigar Joshi
Music Director: Hanif Shaikh