Advertisements are more than what we merely see on our screens, it takes a lot of time, energy and resources to bring it alive. Advertising campaigns not only help brands to reach its target audience but also make consumers aware of the product or services. As a matter of fact, it plays a crucial role in evolving consumer habits, trends and traditions. In our weekly Campaign Decoded series, industry experts highlight the unseen behind a campaign. Viraj Bahl, founder and managing director, Veeba, talks to BrandWagon Online about the conceptualisation, thought and more about the campaign. (Edited Excerpts)
What was the thought behind the campaign?
We firmly believe that consumers are the star of their kitchen and our job is to just support them in unleashing their culinary creativity. ‘Your Food Your Rules’ campaign is an initiative aimed at encouraging culinary creativity and empowering consumers to experiment, explore and innovate delicious combinations or re-invent traditional recipes with an amazing twist.
With this campaign, we wanted consumers to go ahead and break the rules of cooking and make every dish as they wish.
Which agency has conceptualised the ad?
We conceptualised the brand campaign ‘Your Food, Your Rules’ in collaboration with Leo Burnett, India.
To make the campaign memorable and relatable, we wanted to merge two critical things that we as Indians love – food and cricket are woven into the cultural fabric of India and add these ingredients in making our brand film.
Not just that, since we wanted to capture the taste, texture, and possibilities, the team at Leo Burnett helped us and captured the thrill and exhilaration of cooking something new with dynamic camera angles, quick-paced editing and fast motion techniques, which aided in designing each food shot to look mouth-watering beautiful leaving our audience salivating each and every time they watch it.
The commentary style of audio, by well-known cricket commentator, Samir Kochhar, also helped build the thrill in the delivery, making the ad even more memorable and fun to watch.
How do you intend to influence the consumers with this campaign?
As discussed earlier, at Veeba, we believe food is personal, everyone has a distinct taste and should be a reflection of their individuality. Our primary mission is to stand by the consumer’s side, offering support in the journey of unleashing your culinary creativity.
We want our consumers to enjoy the process of cooking and not really look at it like work. Our campaign embodies this ethos, emphasising our dedication to delivering authentic taste, culinary innovation, and a variety of high-quality products that can empower our consumers to confidently experiment and explore to either re-invent a traditional recipe or create a completely new culinary expression.
Which are the mediums you will advertise on and why?
The brand film will have a Pan-India launch in multiple languages including English and vernaculars. Apart from TV visibility, we are also aiming to reach our target audience through print across markets and cinema in Hindi as well as regional films.
Reaching audiences through digital is important to us given the changing media consumption patterns, which are being leveraged with presence across OTT platforms, Google, and other social networks. Additionally, we are also presenting MasterChef India this year, given the natural synergy that the brand and the platform share.