SHAN NEW TVC Advertisement, Commercial Review – #BrandAudit
SHAN NEW TVC- Chinese couple moved into Lahore Advertisement, Commercial Review – #BrandAudit
Shan foods have always been very smart and efficient in tapping the new opportunity and developing strong customer engagement and word of mouth that creates virility. From its last Eid ads to the current ad, Shan has tremendously captured the value and intense word of mouth mainly due to strong emotional engagement and striking the iron when it’s hot, yes it’s about CPEC.
Since all of us are hearing about China being investing into Pakistan through CPEC, and that many Chinese would be moving into Pakistan for business. Shan smartly tapped the new market trend and designed ad showing a young Chinese couple in which a husband is depicted to be a business minnow look at the particularizes of the ad, we all know that it would be a business man that would come to Pakistan for business along with his family. The ad goes along for 3 minutes keeping the audience spellbound and deeply plunged into the ad design.
The ad starts with the young couple having soupy noodles and the wife after watching the neighbours watching them strongly bonded with each other and enjoying gets dishearten as she could not adjust to the new culture. This phase of the ad is consumer bonding as it depicts and portrays that how difficult it is to adjust to another country with different culture, language and food. It also portrays the feeling of “odd one out” and the stress to fit into the new environment. Moving along the ad, the husband advise his wife to make friends on which wife replied that “even our foodies not same” and then the turning point of the ad starts, in which Shan smartly portrays and leads the audience that where the Chinese people can get the Shan Masala easily, yes, in the ad it showed the Shan masala are easily available on superstores with dual directions so that any person with even little know-how of English can read the masala type.
The ad goes along with the Chinese wife cooking the iconic biryani by reading through the box. Now here again Shan has been smart enough to educate the customer that the recipe to cook the biryani is on the backside of the box, guiding the customer and directing how Shan is useful. I must say, that the marketing manager has been smart enough to use the micro-moments while designing the ad. Also, the ad utilised the micro-moment of “Be there”, which states that the brand has to present on the website or on interest to offer the direction. The Chinese wife is seen using a mobile phone to search for Shan food masala and reached the store.
Going along, the ads posts how easy it is to cook biryani by just reading through the direction on box, one most intriguing part of the ad is, it actually showed the Chinese women tasting the biryani which has opened the gateway for Shan to tap the Chinese market with Pakistani food, since Chinese don’t eat spicy food, the tasting clip of the ad depicts that the masala is not too spicy for even Chinese.
Lastly, the ad ends with Chinese wife taking the scarf over the head. The part has been emotionally connecting since it depicted the culture and value of Pakistan and also strengthens the value and brand identity of Shan as being a pro-Pakistani brand. Also, it depicts and reinforced that in order to mix up “when in Rome, act like Romanians”. The ad has perfect endings since the Pakistani people are crazy about food and especially lahoris, the ad deeply reinforced the idea that in order to make a place in heart start with food.
All in all, the ad greatly tapped the Lahore market and also the Chinese market, Shan has been smart to tap the opportunity since CPEC is on its way. It not only targeted or offered a brand recall in the Pakistani market for Ramzan but also tapped the Chinese market leading to tap the customers of both markets effectively, thus implanting the brand in the mind of the new market and also the existing market.