This year Nestle completed 100 years in India. To celebrate its century’s success Nestle rolled out a film on its social media channels. Conceptualised by McCann Worldgroup India, the film captures snapshots
of India just before its independence, showcasing Milk Maid from Nestle
making an alternative for sweets as the country attained freedom.
Later continuing its celebration, the
brand has rolled out another film. Conceptualised by Sapient Nitro, this
film features the oldest marathon runner Fauja Singh and looks to build
on the brand’s tie-up with the Airtel Delhi Half Marathon which will be
hosted on 29 November 2015.
This week when we asked Hitesh Chhabra, Co-Founder
& Chief Innovation Officer, The Garage Communications about his
favourite ad film. He proudly mentioned Nestle’s Fauja Singh ad film.
Which ad film grabbed your attention in past few days and why?
The recent Nestle Corporate campaign has
grabbed my attention. What a perfect choice of a brand ambassador that
too for a brand who is trying to resurrect itself after Maggie
controversy. I would always prefer real life heroes over a movie star,
because they are an inspiration to many. Also, chance of fallout after
being in a soup is very less.
If given a chance, what changes would you like to make into it?
I don’t think so I would make any changes in the ad. It has been perfectly executed by the agency and the client.
Did the advertisement make you want to buy the product?
Although, this ad is for their corporate
communication, but it has surely the positive rub-off on Nestle’s
products. I would definitely buy Nestle’s products, especially after
taking Fauja Singh ji as their brand endorser, there is a sense of
belief in the brand and trust has been restored.
Humour and Emotions, what works most in India?
Both work, but as an advertiser, I would
prefer emotions over humour. Take the any example of a successful
brand, they all have had emotional connect with the consumers. Firstly,
it builds trust. Also, the shelf life of the campaign is more when you
strike an emotional chord with you target audience.
What three things should keep in mind while making an ad?
Firstly, never ever try to make the
communication too preachy or make it manufacturer’s speak. Secondly,
don’t just leave the communication by giving rational benefits,
emotional benefits always work specially in India. Thirdly, try to make
the communication more engaging with the consumers.
Please give your last word for this ad and rate the ad out of 10.
I would like to give full marks to the agency and the client for pulling off this excellent piece of communication.
