The film, Mazaa aa gaya from Suhana Masala, opens with a Sikh child calling his Gujarati friend over for butter chicken. His Gujarati mother, who is busy cooking in the kitchen, asks the boy when he will be back. Not to upset his apparently vegetarian household, he lies and says that he is going to take notes from his next-door friend. Once back after polishing off the butter chicken at his friend’s place, he is tempted to join his own family for lunch that features shahi paneer. Even though full, the son sits down to enjoy his second lunch and very innocently voices his thoughts, “Yeh shahi paneer toh butter chicken jaisa mast hai”. Hearing this, the elders at the table are shocked!
25-40 year-old middle-class women. Business Objective To showcase Suhana Masala’s range of products, make consumers aware about the brand and at the same time, show how cooking at home can be made special.
Functional , Sensorial Whether you prefer butter chicken or shahi paneer, the film will draw your attention. It hits the right notes without being peachy and tells the audience about the product in a very matter-of- fact way. Through this ad, Suhana Masala mirrors what is already happening in the society — people having access to new, exciting dishes that they cook, serve and relish. Competitive Edge The focus on kids, without a preachy mother or neighbour instructing others on how to make the food ‘tastier’ is what makes the film stand out in the clutter. The storyline with an element of guilty pleasure against the backdrop of different religious cultures draws out a chuckle or two. The protagonists (the boys) keep you engaged.
Tone of Voice
Indian food isn’t complete without masalas. Today, in India, more and more people are experimenting with food. They are open to trying new cuisines, are curious about flavours and accepting of those who want to break the usual palate conventions. Even cooking at home has evolved, with people trying out various recipes and dishes that are usually considered ‘special’ in their kitchens and incorporating changes in the menu of family meals on regular basis. Thus, giving an excuse to the masala manufacturing companies to expand their businesses and how! The advertising for most of these has focussed on the woman of the house finding ways to make the food tastier for the family to enjoy it. Suhana Masala’s ad film is different from what we have seen so far in the category. While the insight on food preferences is clichéd, it has been used very well here. The protagonist, a young boy, has played his role to perfection. From that mischief to portraying a foodie, his innocence wins you over.
The film deserves a mention for its tug-at- your-heartstrings execution. While the ad is rather appealing, the category itself, barring one or two players, isn’t known for strong branding/brand recall. Perhaps in its next ad, Suhana Masalas could try both a storyline and bring out its branding a little more prominently.
Brand: Suhana Masala
Campaign: Mazaa aa gaya!
Production House: Corcoise Films