The pleasure of a meal is synonymous with the ease of ordering it, and this is what the Faasos ad campaign manages to convey effortlessly, says KV Sridhar, Chief Creative Officer of Sapient Nitro, reviewing the ad in ‘From Logo to IMPACT’
Reviewing the latest ad campaign of the app-based food delivery start-up Faasos in episode 22 of ‘From Logo to IMPACT’ on Bloomberg India TV, KV Sridhar, Chief Creative Officer, Sapient Nitro, says, “It has been done very, very funnily. The brand went talking to younger people... they actually went talking to bachelors living by themselves... So when single people are living by themselves and they want something, and they are suddenly plugged in... here fast foods could have come in, or any other ready-to-eat food could also have featured in that... but Faasos understood that they are talking to younger audiences, and made it a bit quirky. They show the bai as the biggest villain, cooking the same food every day and feeding them the same things over and over again. Mothers don’t feed you that way, wives don’t feed you that way, but bais have the habit of doing the same stereotypical cooking everyday. So Faasos got everything right.
“I think the campaign will make the brand top of mind for the consumer. Second, it told people what they are supposed to do, what they are offering, there is no ambiguity in terms of product offerings. Third, there is a very good connect with young people living with their problems. They say - here you have a problem and we have a solution - we give you tasty food options. I think overall the ad is nicely done. It is not a great ad - it is a tactical ad that communicates what they are supposed to do.”
THE CAMPAIGN
The app-based food delivery service provider Faasos is going big with its TV campaign titled 'Aaj Khane Mein Kya Hai'. With two TVCs, Faasos is projecting their app as the answer to this most colloquial question asked every day: “What’s there to eat?” Targeting working professionals, young couples and foodies in general, Faasos is providing multiple meal options for the entire day through an easy-to-use app. The campaign that comprises two TVCs, has been conceptualized by Lowe Lintas + Partners India and reflects the ease of ordering food by simply telling the consumer to leave their food worries to Faasos. Reinforcing the message of the ad film, the visuals capture the day-to-day struggle of people and their food woes and the various breakfast-lunch-evening snack and chai-dinner offerings that Faasos has.
The key insight that steered the campaign is that given the rigours of city life and work pressures, youngsters do not want to stress about food, yet they want delicious and nutritious food options. Faasos offers just this - and has the added element of variety - a factor that goes missing when the meals department is managed by the ubiquitous bai. The TVCs reiterate the ease of ordering food through Faasos. The creatives are arresting and very aligned with the everyday life of the average young Indian office-goer.
ABOUT THE SHOW
Each week, the half-hour weekly 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 at 6.00 pm on Sunday.
