Campaign: Adhoore Sapne
Company: Getit Infomedia
Agency: Rajkumar Hirani Films
The ad film is crafted from the perspective of a woman (essayed by Kangana Ranaut) who is passionate about singing and dancing. In order to not waste her ‘dance’ time shopping for mundane items, she makes the smart choice of ordering grocery from Askmegrocery.com, utilising the saved time in pursuing her adhoore sapne.
There is a reason why Kangana Ranaut is the ‘Queen’ of not only Bollywood, but brands as well. Slowly and steadily, over the past few years, the number of brands endorsed by Ranaut has multiplied. Some of the brands she endorses include Tata Sky, Emami (Boroplus), Lawman Pg3, Himachal Pradesh Tourism, Myntra and Liva.
Ranaut, who is a decade old in Bollywood, didn’t have it easy. However, her career move to choose more women-centric films like Queen and Tanu Weds Manu has probably been a smart one. With movies doing well at the box office, marketers are queuing up for endorsement deals with her.
Askmebazaar, the consumer search platform, which got Ranaut on board in 2014, has launched a new campaign with her for its grocery section. The marketing team at Askme with director Rajkumar Hirani conceptualised the campaign. The attempt here is to lead consumers to buy groceries online, thereby helping them save effort, time as well as money.
Commenting on the campaign, Manav Sethi, group CMO and head, digital strategy, Askme says, “Data suggests that 65% of total retail in India is contributed by grocery in some shape or form and hence it is imperative that in the near future, grocery will corner a significant share in India’s e-commerce market.”
Through this film the brand is trying to address a social shift in grocery buying where digital platforms (mobile and Internet) are big enablers, coupled with the convenience of purchase and delivery at your doorstep. Time and money saved could be deployed in something more consequential, after all! A consumer research conducted by the company depicted that offline grocery buying is the most inane, boring and inefficient process. It also brought out that consumer loyalty is strong in branded non-perishable grocery. Hence, there is no need to drive to a grocery store and stand in a long queue for buying a brand of atta, butter, cereals or refined oil.
However, with numerous hyperlocal apps as well as online grocery stores already leading the segment from the front, it could be a difficult task for the new entrant to make its mark, when it comes to consumer turnaround.
As for the TVC, it sticks to the brand’s template: a celebrity, and a humourous situation. As a woman fulfilling her unfulfilled dreams by performing in front of her family, Ranaut does a stellar job. Singing in a coarse voice and dancing without any qualms is what captures a viewer’s attention. One can easily say that the TVC belongs to Ranaut. How this rubs off on the brand, is another question.