If advertising can seamlessly be seen as content it makes the brand message powerful. And if this is done in the correct context using the right celebrity; then sone pe suhaaga
Ganesh Grains is a well known brand for atta, maida, suji , besan etc in the West Bengal market. However when it comes to spices; it is a challenger taking on the well entrenched competition like ITC( Sunrise), Catch, Tata etc
It's campaign for spices hence needed to punch above it's weight.
This started from the brand strategy. There are two main criterion for selection of spices( masala's) - freshness & purity. Ganesh decided to focus on the 'purity' proposition as it had a propreitery colour sorter technology that helps sift out the differentiate pure vs impure/imperfect whole spices at the grinding stage itself so that you get the purest spices.
Hence the functional proposition of colour sorter technology for purest spices
But how do we make this proposition contextual content?
Don't you sift a good apple/mango from a bad one based on its colour? Don't you see the colour of a rose to figure whether it is fit for gifting or not? Sure ; fragrance too matters; but your first level of selection is based on looks/colour.
We hence came up with the creative thought of " Rang Diye Jaye Chenna" - rang se (purity) pehchano
Then came the creative leap of presenting this context as content using a celebrity.
Byomkesh Bakshi is an Indian-Bengali fictional detective created by Sharadindu Bandyopadhyay. Referring to himself as a "truth-seeker" ; Bakshi with his sidekick Ajit) is known for his proficiency with observation, logical reasoning, and forensic science which he uses to solve complicated cases, usually murders. The role in recent years has been most successfully essayed by Anirban Bhattacharya . This has helped him achieve almost cult status in the West Bengal diaspora.
The idea hence came up to create a series of advepisodes ( my term:)) showing Byomkesh solving different crimes using the indelible proof of 'colour' as the proof of purity - a fake vs real Red Diamond , blood vs tomato sauce at a crime scene or even colour draining from a persons face that marks him as the culprit. When asked how ; he answers - 'rang hi hai purity ki pehchaan'
The campaign started with teasers for an upcoming film starring Anirban to create intrigue. It then morphed into a multi media launch consisting of TV ads, social media, outdoor and onground. The campaign has just been launched in end August 2024 and will run through the Durga Puja season as well
Credits
Ganesh Grains : Mr Manish Mimani, Angshuman Ghosh
Agency : Blue Stockings
