Godfrey Phillips' Pan Vilas campaign by Ogilvy Delhi

Pan Vilas, pan masala offering from Godfrey Phillips India, makes its entry in a category dominated by standard archetypes and cliché messaging. Nita Kapoor, President - Marketing & Corporate Affairs, Godfrey Phillips India comments, "At Godfrey Phillips, we knew that we have a winning product in hand as consumers had preferred the combination of taste and Mag Carb free attribute of Pan Vilas. The next challenge was to discover a consumer insight that allows the product the right context of premiumness and quality which is essential in the Indian Pan Masala Category that is highly fragmented. For me personally, it was going back to my advertising days where we would work with creative teams insisting they focus on the creative idea that delivers the 'high' and meets brand objectives. And not getting lost or inundated with research and script executions, but experience from observing and being consumers ourselves. Ajay, Mayur, Vinil and their teams at Footcandles, walked their talk on Pan Vilas."

The positioning taken on by the brand is that of 'Shauq' and to deliver that thought, two characters, an eccentric nawab and his mulazim have been created. Executed like a feature rather than the ad films, the campaign stars Manoj Bajpai and Jameel Khan, two actors of the highest calibre. The location for the shoot, Pataudi Palace on the outskirts of Delhi, provides the perfect backdrop for these charming tales.

Ajay Gahlaut, Group Creative Director, Ogilvy & Mather has this to say, "The challenge while launching Pan Vilas was to make an immediate impact while remaining classy and premium 'Shauq' is an attitude that was waiting to be owned and has a seamless fit with the product and the category. Once we latched onto it, we knew we were onto something big. Even though the films themselves seem effortless, they were a lot harder to crack. The results, however more than made up for all the weekends spent on it. We love the way the films have come out and particularly enjoyed slaving over the narrative and the nuances that come together to make these the cinematic tales that they were always meant to be. We think they will make a huge impact in the market and cut through not just the advertising but the clutter on TV in general. Even the 10 seconders have been crafted as mini narratives rather than your usual mindless edits. That way every successive edit adds a bit to the nawab and the brand's aura and displays how extendable this thought and this series is. We look forward to creating many more of these little stories for Pan Vilas."

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