Great Ex­pec­ta­tions

afaqs!Re­porter spoke to Su­mit Mathur, on the brands lat­est out­ing.

The Brand Reporter - - EDITORIAL | CONTENTS - By Deep­ashree Ban­er­jee deep­ashree.ban­er­jee@afaqs.com

An ex­pec­tant mother talks about high ex­pec­ta­tions.

Most par­ents who see their in­fants re-as­sem­bling a toy will start pic­tur­ing them as fu­ture me­chan­i­cal engi­neers. There are other ex­am­ples. The bur­den of these ex­pec­ta­tions be­comes all too real as chil­dren grow. This pres­sure can get over­whelm­ing in cases where it’s a child of two sports stalwarts, for ex­am­ple. In a re­cently re­leased video for Cul­ture Ma­chine’s dig­i­tal chan­nel Blush, along with Kel­logg’s In­dia, ace ten­nis player Sa­nia Mirza is seen record­ing a mes­sage for her soon-to-be-born baby.

Su­mit Mathur, CMO-Kel­logg’s In­dia thinks the film beau­ti­fully drives home the pur­pose of Kel­logg’s - Nour­ish Your Dreams. “We strongly be­lieve that sto­ry­telling is the best way to con­nect with the au­di­ence and as long as any con­tent de­liv­ers that, we would go ahead with it,” he states.

Ex­plains Mathur, “Kel­logg’s cel­e­brates this re­ju­ve­nated mind­set of peo­ple who strive to­wards a bet­ter day and a bet­ter qual­ity of life. There­fore, when I came across this op­por­tu­nity, I thought it was a great way to cel­e­brate #Nour­ishYourDreams where a mother re­as­sures her fu­ture child that she will con­tinue to nour­ish his/ her dreams, de­spite pres­sure from peers and so­ci­ety.”

WHY MIRZA?

Ac­cord­ing to Sharique Khan, vice pres­i­dent - brand so­lu­tions, Cul­ture Ma­chine, this over two-minute-long film is about a heart­felt mes­sage from an ex­pec­tant mother - Sa­nia Mirza to her un­born child to be free from so­ci­etal pres­sure while an­tic­i­pat­ing the ex­pec­ta­tions that are thrust upon celebrity kids, in gen­eral.

Speak­ing about the sto­ry­line and shed­ding light on the col­lab­o­ra­tion be­tween the two en­ti­ties, Khan says, “Both Blush and Kel­logg’s In­dia ap­peal to ur­ban In­dian women and be­lieve in bring­ing forth pro­gres­sive sto­ries that the tar­get au­di­ence can iden­tify with.” Was there any par­tic­u­lar rea­son(s) be­hind rop­ing in Mirza, who is due to de­liver next month. “As an es­tab­lished pub­lic fig­ure, Sa­nia has not shied away from ex­press­ing her thoughts and opin­ions on sub­jects that mat­ter to her. She has been vo­cal about the un­due pres­sure and ex­pec­ta­tions that so­ci­ety has from the chil­dren of suc­cess­ful and dec­o­rated sportsper­sons,” ex­plains Khan. In­ter­est­ingly, Cul­ture Ma­chine claims to be In­dia’s lead­ing dig­i­tal me­dia com­pany “whose mis­sion is to use sto­ry­telling to build great me­dia brands that peo­ple love.”

THE AU­DI­ENCE

“It is 22-45-year-old women; the brand talks to peo­ple with a ‘striver’ mind­set,” Khan quips. When asked if the folks at Blush are okay be­ing called a women’s life­style chan­nel by Cul­ture Ma­chine, he replies, “Cul­ture Ma­chine’s smor­gas­bord of­fers a wide range to choose from. From con­tem­po­rary, so­cial­lyrel­e­vant, smart, and feel-good con­tent on ‘Be­ing In­dian’ to ‘Blush’, that of­fers a myr­iad of themes that mod­ern In­dian women want to ex­plore. For the au­di­ence hun­gry for re­gional hu­mour, there is ‘Put Chut­ney’ and ‘VIVA’. And of course, ‘Awe­some Sauce In­dia’ that of­fers easy to make, has­sle-free recipe videos for all aspir­ing home chefs.”

Speak­ing about the chal­lenges that come with cre­at­ing such a dig­i­tal spot (#Nour­ishYourDreams), Khan shares, “It was piv­otal for us to in­te­grate the brand phi­los­o­phy - #Nour­ishYourDreams - in a seam­less and con­tex­tual man­ner within the con­tent, rather than a lit­eral prod­uct in­te­gra­tion.” So, is it well ex­e­cuted, we asked the ex­perts.

Navin Kansal, chief creative of­fi­cer, 21N78E Creative Labs says, “It has been writ­ten well. How­ever, the ex­e­cu­tion could have been more nu­anced.” Kansal elab­o­rates, “It would have been nice to see fu­turegaz­ing be­ing achieved with­out hav­ing to show chil­dren. An in­ter­play be­tween Sa­nia and the voice in her head along with props and other ob­jects at home could have, per­haps, cap­tured the in­ti­macy of the mo­ment in a more au­then­tic way.”

In so far as the Kel­logg’s brand­con­nect is con­cerned, Kansal shares, “Per­haps the in­tent was to keep it sub­tle, but apart from the word ‘nour­ish’, it seems to be a case of an op­por­tu­nity missed. Peo­ple may re­mem­ber the film, but not nec­es­sar­ily the brand be­hind the film!”

Strat­egy con­sul­tant Lubna Khan

“We be­lieve that sto­ry­telling is the best way to con­nect with the au­di­ence and as long as any con­tent de­liv­ers that, we would go ahead with it.” SU­MIT MATHUR

is of the opin­ion that the fo­cus on emo­tional nour­ish­ment is a good com­ple­ment to the phys­i­cal nour­ish­ment that Kel­logg’s has pri­mar­ily em­pha­sised till now.

She says, “The de­ci­sion to tell a story about choices and free­dom through Sa­nia Mirza and her un­born child holds the po­ten­tial for a great cul­tural con­ver­sa­tion, given the pub­lic spec­u­la­tion about the child. Un­for­tu­nately, that po­ten­tial is lost in a feel-good film that shies away from tak­ing any po­lar­is­ing stance.”

Anadi Sah, lead in­no­va­tion creative and tech, Iso­bar, finds the con­cept adorable, ex­tremely per­sonal and touch­ing, but at the same time, he feels that there could have been more scope for creative ex­e­cu­tion. He adds, “The com­mu­ni­ca­tion is spot on but I feel the tran­si­tion from Sa­nia’s point of view to every mother, was a bit ob­scure.” How­ever, Sah still hopes that all moth­ers, ex­pect­ing or other­wise, will re­late to the brand mes­sage. ■

The film drives home the pur­pose of Kel­logg - “Nour­ish Your Dreams”.

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