TVC: Meat & Livestock – You’re better with beef
By Malay Desai From: Australia, by BMF Sydney A montage of people doing various things involving physical effort is set against the background score of game commentary. These include school girls running to catch their bus, a suited man running to save himself a parking ticket, a group of men pushing a car in the mud, a mother trying to make her son wear a t-shirt, another trying to carry heavy shopping bags and a man trying to open a jar. The film picks up pace as it rolls out and concludes with every character achieving what they intended to. ‘Life is a sport, get the right fuel’, the copy reads in block letters. Why we Like? Once in a while, I get my timing as good as Rahul Dravid’s. (Please send bouquets and gifts to the magazine’s office.) In a continent far away from Maharashtra where the beef ban is a simmering issue, the meat and livestock department is promoting the consumption of beef. Why, the holy cow is after all a good source of B vitamins, zinc and selenium – stuff that boosts our antioxidant defence system. The better part is, the dept. is doing so in a pretty exciting way. Nearly every shelf in the hypermarket is replete with products that want to position themselves as ‘sporty’, and there are half as many ads showing athletes and models we never see in real life. Taking the often used ‘sports commentary with conflicting visuals’ template and juicing it up to another level, this film shows the urban man, woman and teenager in a stressed environment. The eventual message is simple – ‘You’re better on beef’, but the build-up of the film makes all the difference. The characters are not doing the clichéd things we often see them doing in healthy oil ads, they’re rather creating some comic relief even while being in tense chases. The mother chasing her child and the man opening the jar (latter only there to justify the end)are random characters, and they ease the tempo of the otherwise huffing and puffing film. Needless to mention, the fast cuts toward the end and a superb soundtrack make the film a multiple watch. Hard to believe it’s a PSA! Fat and red meat consumption has a negative stigma, so associations that promote them have to keep prodding the consumer to disbelieve the daily health studies and try the stuff for themselves. By making beef the dynamo behind your power and reason for your win, this film does just that. Launched a day after the World Cup began in Australia, there’s good timing there too. And talking of sporty World Cup ads, can someone please ban the ridiculously lame RanbirKapoor ‘Lays’ films instead? (To watch this film, feed this easy link into your browser –‘bit.ly/Mar16ad’) Social Newsfeed Your regular dose on the shifts in the social media universe 5 Star gets on Sound Cloud for India game No really, this wasn't a case of Ramesh and Suresh getting lost looking for YouTube and stumbling upon Soundcloud the audio streaming and sharing network instead. The occasion was the India versus South Africa game last fortnight and the brand’s digital gurus arranged for a real time activity starring the noga chocolate’s biggest ‘ambassadors’, the perennially lost Ramesh and Suresh. From what we were told, the duo did a pitch report, forgot scores, cried, yelled and did much more through the day, netting the brand some good engagement on a day when every other brand too was seeking numbers in the sun. I hit upon the account and found quite a lot of lame stuff but I guess here’s an instance of new frontiers being experimented with so no complaints. Next up, I’m going to check out Saavn’s much advertised ‘uncensored’ commentary. Ramesh & Suresh like this Baked Zomato Founder does RedditAMA I owe you guys an apology if you read my recent raving in this space about how Redditgives us interesting reading, particularly its ‘Ask me Anything’ threads. It so happened that DeepinderGoyal, CEO and founder of the now humungous company Zomato did an AMA session (a live chat) with the witty people at Reddit and his answers made me go WTF. Sample these: ‘Who is your favourite superhero and why?’ A: Rahul Gandhi. ‘Which book are you reading right now?’ A: Things not to read when you are trying to run a business.‘How doesZomato decide which country it will move next to?’ A: Dart boards. And finally, his response to a comment which said he has no tact to be the CEO: ‘True story, I have to earn my right to be here every day.’ Dude, is the stuff you are smoking on Zomato? Colaba WeedMan likes this Mumbai Metro is classy on social too Knowing my ways, I have definitely raved about the Versova-Ghatkopar Metro’s social accounts here but now’s another time of a worthy mention. The efficient service that ferries thousands of Mumbaikars from east to west every day has also been kept well online thanks to its agency. It’s active, relevant and present on major networks, even Instagram. To drive more engagement, it frequently dabbles in contests and promotes user-led content; and to drive more footfalls to events such as live performances at stations (#truestory), it uses social media well. The latest on the accounts is a full-fledged photography contest around the Metro, complete with a microsite and OOH promotions. While most of its commuters will not interact with its handles (only use the free WiFi at stations), it’s good to know of a well-maintained account in the public infra space. CC – BEST. Mumbai Local likes this
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