The Concept
The campaign concept was inspired by an iconic scene from the popular Malayalam movie Chronic Bachelor (2003), where the cine artists Mukesh and Harisree Ashokan prepare the traditional Putt. This scene was chosen as a reference point due to its cultural relevance and ability to evoke humor among the target audience.
The central idea was to combine the iconic “Putt” preparation scene with the products being promoted: Chackson’s Putt Maker and Saras Putt Podi. The campaign aimed to create a sense of familiarity and relatability while highlighting the ease and enjoyment of cooking with these products.
The Creative Execution
Phase 1: Reenactment of the Iconic Scene
The campaign featured a photo shoot with the original cine actors from the Chronic Bachelor movie scene, Mukesh and Harisree Ashokan. They were shown preparing “Putt” using Chackson’s Putt Maker and Saras Putt Podi.
Popularity and Humor: The ad capitalized on the popularity associated with the movie and the humor inherent in the scene. This approach aimed to capture the attention of the audience and make the campaign memorable.
Product Demonstration: The ad subtly demonstrated the functionality and ease of use of both products. By showcasing how Chackson’s Putt Maker and Saras Putt Podi simplify the cooking process, the campaign encouraged viewers to consider using these products in their kitchens.
Phase 2: Magic-Themed Ads for Saras Putt Podi and Saras Curry Powders
Magical Transformation: The ads featured the same actors, Mukesh and Harisree Ashokan, as magicians. They were depicted performing magical tricks involving the respective products, emphasizing their quality and unique attributes.
Visual Effects: The ads incorporated visually appealing special effects to enhance the magical theme and create a captivating viewing experience.
Product Focus: While the magic theme was prominent, the focus remained on the products themselves. The ads highlighted the unique qualities and benefits of Saras Putt Podi and Saras Curry Powders.
The Result
The campaign proved to be a resounding success, achieving several key objectives:
Increased Brand Awareness: The collaboration between Chackson and Saras significantly increased brand awareness for both companies, especially among the target audience.
Product Sales: The campaign effectively promoted the featured products, driving sales of Chackson’s Putt Maker and Saras Putt Podi.
Positive Brand Image: The campaign reinforced the positive brand image of both Chackson and Saras, positioning them as innovative and quality-focused brands.
Engaged Audience: The humorous elements of the campaign resonated with the audience, leading to increased engagement and shareability on social media platforms.
