Two different brands, one story, sign language, love, and advice - the commonalities we found in recently launched campaigns by Zomato and Paisabazaar. Experts give their take on who struck the right chord and narrated the tale better.
Two brands, one an Indian restaurant search and discovery service while other, an online marketplace for loans and Credit Cards, though operating in altogether different segments, walked the same route for their latest communication.
It is not every day that we see brands experimenting with an unusual subject. Zomato and Paisabazaar made ‘sign language’ an integral part of their respective brand films and a hearing and a speech impediment as the protagonist while addressing different messaging. While the former aimed to introduce us to the new language of love none other than FOOD, the latter portrayed a bond which is celebrated beyond words while securing each others future with the #AdviceThatChangedLife.
Zomato- New Language of Love
With 21 million views on YouTube, Zomato’s #NewLanguageOfLove narrated an interesting tale of the much in love couple who need no language to express their admiration and also how ‘food’ plays cupid to bring them together. It also showed how important it is for us to Thank the food-maker and the deliverer who ensure we get ‘swadisht khana’ on time.
The two and a half minute film was rolled out on the occasion of Valentine’s day putting forth that ‘Your Love for food can become the language to express your love’.
Paisabazaar- The Wedding Speech
Paisabazaar.com, on the other hand, launched ‘The Wedding Speech’ on the occasion of its 5th anniversary. Within 2 weeks of its launch on digital platforms, the film garnered over 13 million views on YouTube.
The four and a half minute film, through a story of two brothers, focusses on how the right advice can change lives. Paisabazaar.com says it wanted the consumers to connect its brand with trust and good financial advice. The inspiration for the film came from millions of conversations Paisabazaar.com has had with consumers from all walks of life in the last 5 years.With this film, the brand also introduces its new brand philosophy, ‘Paison Se Badhkar’.
While Zomato always banked on topical creatives, service centred advertising, #NewlanguageOfLove makes it stand out. Both Paisabazaar and Zomato have aimed at weaving the emotional strings through an abstract way of communication while the story unfolds.
Experts Take:
Muddassar Memon, VP- Operations, iProspect India
When brands are busy being loud to stand out from the clutter, both Zomato and Paisabazaar have taken a different route. Telling a story through an auditory impaired person is bound to make one stop and notice. What I like about films is that they are emotional but do not make one look at the protagonists with pity. The communication is clear & engaging and the brand fit doesn’t look forced. The setting – wedding and a café – in both the films are relatable and so are the characters. However, I do feel that the two could have been crisper. Digital gives the freedom to tell a story as one is not dictated by 10 sec or 30 sec, but with the audience being distracted by various elements, it makes sense to keep it short.
Emotions always sell and help brand it narrating the desired story, if done well.
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Sanjay Tripathy, Co-founder & CEO Agilio Labs: