The Shan masala ad., much-hyped throughout Ramadan, was undoubtedly something all of us desis could relate to. The sad Umer in vilaayat missing ammi and her food on Eid and the caring Bhai going off the way from getting Shan masala and ingredients to preparing the gourmet dishes (Sindhi Biryani and Tandoori Chicken *drools*) and presenting it to Umer became household favorites in Ramadan. See the ad here: Shan Masala Ad
The ad not only filled tears in the eyes of those living abroad but also was a huge emotional hit with the local audience. Within all those emotions, one thing the ad. successfully imprinted in the audience’s mind was that Shan masala was available across the globe and could come to a solution everytime a Pakistani expatriate wanted homelike food.
But even with the spot-on emotional appeal, amazing background music, and unique plot; the ad will go in back of the mind of all audience and be forgotten within no time. So, what to do now?
Well, here are a few suggestions Shan foods can take from marketing students like us and do wonders.
After the great ad, another great thing Shan foods can do is not let people forget Umer, Bhai and ammi that they kept seeing throughout Ramadan. They can do this by making a carry-forward ad (like the movie sequels). The audience would like to see Umer and Bhai returning to Pakistan and meeting ammi after (say) 5 years. Then ammi would cook their favorite food after tasting which they won’t be able to hold back their tears and finish till they eat their fingers off (ungliyan chaat’te reh jaayain ge). And then ammi lovingly makes the guys sleep in her lap and thanks Shan masala in her head. With the Pakistani audience, mother’s love and an emotional ad can never go wrong.
Shan Foods can further take the story forward in the third ad where Umer and Bhai are shown cooking different recipes using Shan masala. This way, the branding of Shan masala as the ultimate solution for cooking for both amateur and professional cooks would be enforced. It would come out as a sigh of relief for women tired of making and mixing masalas, and as a magic wand for all the amateur cooks.