They’re calling it the love affair of milk and dry fruits. An affair set in the midst of a picturesque Desi carnival fused with ‘band baajaas’, ‘shamiyanas’, assorted vibrant cultural attire, emotional drama and ‘naach gaana’. This passionate ensemble is part of a recent campaign by Engro Foods to promote their new ice-cream brand called Omore Desi which hit the Pakistani markets last month.
The product, which uses the word ‘Kulfi’ and ‘Krunch Kulfi’ blatantly on its packaging, is exactly that for its ‘Desi’ consumers, but what’s more significant is the color coordination and imagery connection both on the packaging as well as within the television campaign which establishes a very localized scenario in the consumer’s mind . Intricate attention to detail, such as the Brand Logo enclosed within a ‘Desi-textile-repeating-pattern’ design, in a dazzling yellow and blue connects to the consumer’s heart which is coincidentally the tag line of the campaign – ‘Dil Boley Desi.’
Coupled along with billboards that resemble ‘Kulfi waala’ carts, in highly decorative flashing neons creates a chimera of moving imagery. The product marketing campaign on the whole, was able to capture consumer interest.
The television campaign which had two versions to it depicting two different sets of eccentric yet highly amusing characters, both portray very localized personality traits and were presented by a story teller who was himself dressed in a wardrobe to jump into and give a captivating performance. The vocabulary and expressions that narrate the Kulfi- involving happenings have been used wittily to relate to the Desi culture and at the same time inducing a laugh out loud effect. The elaborate set design and art direction deserves commendation as it has been well thought out. The acting talent of course is worth mentioning as it is the intentional slight cheesiness and overt emotional drama put on show by the cast that gives the campaign its awe inspiring magical Desi touch.