Advertising analysis – Omoré
After successful communication messages and high recall for Olper’s, Tarang and Dairy Omung, one would expect the same from Engro Foods when it extended its portfolio in 2009 with the ice cream brand called Omoré.
I remember the agitation the Karachiwalas had when it was first only launched in Lahore. But the flaw in their creativity and advertising instantly ruined the product for me. The fact that the idea was so casually copied from the old Coke ad was a major put off.
And just when we thought Pakistani advertising couldn’t really get any worse, Omoré came up with its ‘Frooze Magic Hat’ commercial. From concept to art direction, the entire TVC is baseless. The first question that pops in my head is – where in the world do kids take ice cream in a lunch box? And why is the teacher wearing a gown, as if in a courtroom?
But this is just the beginning. Classifying a kindergarten teacher as a villain is just plain appalling. The concept of kids not listening to their teacher, eating in a classroom and the teacher being squished by a giant whale is a highly irresponsible approach and may even be insulting to a lot of people too. Is this the message we need to be sending out to our children?
In a country where teaching is already an underpaid and under appreciated job, we could’ve done without one of these asinine magic ideas. I mean if you’ve had a bad experience with your kindergarten teacher, it’s really not a good idea to retaliate through your own product. The inspiration of ‘magic’ could have definitely been conceptualised and executed in a more positive way.
“No Shashka, Just Chaska” doesn’t get any better either. They’re trying to mock the dancing and the flash mobs where women dance senselessly trying to sell a product. But why mock and end up doing the same thing? Our advertising industry needs to stop dancing to sell products. Business owners need to realise that their product and the way they design it is a reflection of their business. If you don’t care about your design then your design is telling people that you don’t care about your business.
As Robert L. Peters once said, “Design creates culture. Culture creates values. Values determine the future.”
It is about time business owners, brand managers and advertising teams realise what impact advertisement has on a society. Advertising concepts need to be well thought out and questioned over and over again as to whether or not it serves the purpose and retains it’s value – or else, you lose the future of your product.
The writer is a New Media Design Manager at Dawn.com
excellent analysis lassi advertisement has also shown their mentality that they want to sell every product by dancing and singing song not cosidering the impact it would have on society
Agreed to the point that any ad that helps sell the product is a good ad. but advertisement should also reflect some responsible thinking. My son, 6 years, also watches the ad and says "baba bad students laugh at teacher". Help me raise my child ethically rather than hindering the same. I am a Engro lover when it comes to Olper, Owsum etc but these ads are super strange.
Please someone also write about the omung Lassi… Its hilarious.
I agree with someone who wrote that "after asad umar, engro is going for suicide". (Its previous office was right at the suicide point – Naty jaity bridge Karachi)
A child does hate a teacher who doesn't allow munching in the class, Pakistanis love dance music and colors, they admire Indian celebrities and Shiela got jawan in every household in Pakistan when the song came out. Stop being hypocritical and accept the reality. You can watch Shiela getting jawan in an Indian movie but you don't like a few dance moves in a Pakistani ad.
A child does hate a teacher who doesn't allow munching in the class, Pakistanis love dance music and colors, they admire Indian celebrities and Shiela got jawan in every household in Pakistan when the song came out. Stop being hypocritical and accept the reality. You can watch Shiela getting jawan in an Indian movie but you don't like a few dance moves in a Pakistani ad.
As far as your comment on coke campaign rip off is concerned, I would say 'happiness' is not anyone's property. Don Draper in Mad Men says "Advertising is based on one thing: happiness. And do you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of a road that screams with reassurance that whatever you’re doing is okay. You are okay.”
yes, if even out of innocence a child starts to hate his teacher for not allowing munching in class, we as adults need to make the kid realize that HE is wrong in this instance… not create a mockery of it on television.
its not about being hypocritical, it about being mature- and you seem to be way behind given your sense of defense.
churn out better commercials and we'd be the first ones to praise – mr.brand manager
The points raised are all valid. Their audience is either kids or young adults. The themes and overall impression of the current ads, and not only of Omore, are all aimed at moulding our next generation into indian film culture zombies. "Love and Lassi" is definitely the new low point in our advertisement industry.
I agree with you Mahjabeen
I agree with you that our commercial values are not up to mark and a different mind set of advertising companies is the need of the hour, but to show that our advertising industry is on the brink of destruction and how an add of an ice lolly aimed for children will ruin our educational system and respect for teachers is unjust!
Plus, the quotation is wrong(as far as I recollect)!