Hamdard has rolled out the #ExpectMore campaign for its Roghan Badam Shirin oil. However, the connection between the product and the message it is trying to convey seems stretched and forced, says Haresh Moorjani, Executive Creative Director, FCB Ulka
Reviewing Hamdard’s recent ‘Expect More’ campaign in Episode 41 of ‘From Logo to IMPACT’, on Bloomberg TV India, Haresh Moorjani, Executive Creative Director, FCB Ulka says, “In Hamdard’s ad, the basic thought of ‘expect more’ is interesting, but I don’t know whether the team has gotten too caught up in the message that tries to say that the world expects more from you so and so you expect a lot more from your oil. For me, the connection is a bit tenuous because it’s just an oil at the end of the day.”
Explaining why he could not connect with the message in the ad, he says, “Everybody knows about the benefits you can get from almonds, they give you good skin and hair and better immunity. So I don’t understand what is the ‘more’ here. I don’t think it has been able to move beyond ‘expect more’. The message that since the world expects a lot from you so you expect more from a bottle of oil doesn’t really work for me.”
Saying that the creators of the ad needed to be more convincing, he adds, “They are showing the primary message at the end of the ad. They show a woman massaging a child and using the product in beverages, so I guess the ad does make its point. But it’s not just about putting out pictures and saying it does something. It is also about how convincing the narrative is and whether it stays with me. My answer is, it doesn’t stay with me. The fact that the oil is so rich is a nice space. If it’s pure badam oil, it has got a lot of goodness going for it. The message is fine, but when you join the dots between the message and its interpretation of ‘expect more’, it becomes a little forced and stretched.”
About the campaign
The new ad by Hamdard for its Rogan Badam Shirin features a little boy who is looking for an empty seat in a crowded restaurant. He goes to a couple occupying one of the tables and explains how his day begins early and comprises going to school, attending two tuitions followed by dance and cricket classes. The boy says that after doing all this through the day, he is given the additional responsibility of searching for a table at the restaurant. Following this, a voice-over asks the question that since there are so many expectations from us, is there someone else from whom one can have even greater expectations? The ad says that Rogan Badam Shirin is a product with multiple benefits and one can expect more from the product.
About the show
Each week, the half-hour show ‘From Logo to IMPACT’, co- produced by exchange4media and Bloomberg TV India, brings together top CMOs, ad gurus and agency heads to provide an in-depth analysis of the hottest trends and news in the ad-media-marketing space. Its focus is on the new age economy and new entrants in the advertising space. The show is aired on Bloomberg TV India at 10.30 pm every Wednesday, with repeat telecasts at noon on Saturday and 6.00 pm on Sunday.
