Media Magick

Any advertisement that entails an emotional connect with the viewers is an effective ad. A good storyteller can connect the essential elements of the product with the target audience and present it in a form of a sensitive message. The art of connecting brands’ core values and persona with the audience is the magic point. Not everyone can have a fine grip on this. It takes both exposure and cinematic liberty with thoughtful ideation to come up with such a concept. And such creative concepts are remembered by the target audience even after years and years. I recently watched the DVC of Tapal Family Mixture and I felt that the ad communicates a strong message that is aligned with Tapal Family Mixture’s brand persona and name.

DVC Tapal Family Mixture

The story of Azaan, a stuttering boy, narrated by his mother (played by Rubina Ashraf) emphasizing the hardships he has come across in life and his struggle to outdo them with the confidence bestowed upon him by his family and friends is a treat to watch. The narration is good and the voice-over by the veteran is better. The four major elements that a person needs to accept who they are include

• Acceptance of who they are

• Believing in them

• Fighting and struggling to become better versions of themselves and

• Keeping faith and trust in their struggle to achieve their goal

All these elements are highlighted in the DVC of Tapal Family Mixture, a message that communicates the strength of the brand because of which it has stayed in the market for so many years with an unwavering repute.

The only concern that needed to be taken care of by the branding team was overdoing the branding stamps in every frame. The length of the DVC of Tapal Family Mixture is 90 seconds to be exact, and the number of times the brand name appeared and highlighted in the DVC is 25. Now that is a little too much. If the emphasis is on the message and storytelling then the overabundance of brand name and logo kind of ruins the overall impact of the DVC. Six years ago Nescafe India came up with an ad that featured a stammering stand up comedian’s journey and that was executed very realistically. The point of bringing that DVC under discussion is that in the Nescafe ad the brand placement could be found 4 to 5 times and the length of the ad was 120 seconds. It is always good to learn from other brands if they can help you understand the art of subtlety.

Nescafe DVC

The DVC of Tapal Family Mixture is a perfect example of how good storytelling, at times, can become all about branding and leaving the essence of the ad, copy and direction behind.