Advertising analysis – Omoré

Published Jul 14, 2012 04:45pm

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


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The writer is a Multimedia Producer at Dawn.com. She tweets @mejmankani


The views expressed by this blogger and in the following reader comments do not necessarily reflect the views and policies of the Dawn Media Group.

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Comments (37) (Closed)


AhmedBabar
Jul 15, 2012 08:52pm
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)!
Noman
Jul 14, 2012 03:08pm
Very good analysis even though I don't agree with some of it. Can you please also write on the abysmal ad campaigns of Al Baraka Bank?
waqas
Jul 16, 2012 07:37am
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)
Hedgehodge
Jul 15, 2012 10:02am
Clearly, the author of this article has never heard of Roald Dahl or read his books for children....
marium tahir
Jul 14, 2012 10:41am
beautifully written - so agree to every single criticism raised ! keep up the good work
Shazia
Jul 14, 2012 11:25am
When it come to the analyses then now a days communication message of most of the ads are weird, I also highlight the Telco advertising where they only deliver a message to stay late and talk with your girlfriend/boyfriend in night, which is misleading our youth.
Bilal
Jul 14, 2012 11:33am
what about the new Omung Lassi ad? its another low point for engro foods!! Can't believe it to be the same group that made Olpers!
abcd
Jul 14, 2012 11:49am
Omore was a hit due to brand leverage of Engro/Olper. and its add never added at all. and second it was not launched at once which also created hype of superior product illusion.
Naseema Perveen
Jul 15, 2012 06:04pm
excellently depicted the weak point of any business....the failure of advertisement results in the collapse business and company
Fayyaz Vakani
Jul 16, 2012 04:46am
I agree with you Mahjabeen
RIP
Jul 14, 2012 12:50pm
Cute and funny commercial. Made me laugh.
Ayesha
Jul 14, 2012 01:06pm
I totally agree, while they do have a good product (I'm personally a great fan of Omore Tiramisu) but their ads from the very beginning make no sense at all! The magic hat one really crosses all limits, and yeah, who on earth takes an icecream for lunch! Then the Omore Buzz ads?! They show these ads on Cartoon Network and my four year old son keeps saying Icercream hai Sheila ki jawani nahi! BADDD
ghaleezguftar
Jul 14, 2012 08:12am
Agreed agreed agreed! but omore is better than walls! accept it!
imran malik
Jul 14, 2012 08:17am
Great piece.. thank GOD atleast camapigns bieng discussed on media otherwise 99% of media were under great threat of "STOP" advertising if you write anything against them. keep it up.
musmanali
Jul 14, 2012 08:18am
omore IS better..AGREED
Wish
Jul 14, 2012 08:39am
Good article I completely agree with the writer. But Omore Ice cream is better than Walls.
Asim
Jul 14, 2012 08:41am
I totally agree. These reckless adds affect, impact, inspire (or whatever you want to call it) children a lot more than the adults. These need to be more responsible.
@piercefanatic
Jul 14, 2012 08:56am
I think you are applying your philosophy in the wrong place ,a TVC is not to be taken so seriously.no kid ever learns anything out of it.
Fouad
Jul 14, 2012 09:00am
seems like the readers are not focused on the content here either. tells alot about WHY we are heading the 'downward' road.. Excellent analysis. I would also like you to analyse the current on air absurd Lassi advertisement. Seems like after Asad Umar and a couple of other well groomed and educated leaders leaving ENGRO, it has decided to go on a suicide mission. One of the best Ads I saw recently was the Shan masala Ad.. not one female/male face seen anywhere... the product speaks for itself.. Thats what Marketing in the modern times is about..
Asad Malik
Jul 14, 2012 09:45am
Just wanted to point out that teachers DO intact wear gowns and it doesn't state in the rule books that it is reserved for the court.
omair
Jul 14, 2012 09:56am
the research regarding coke add is good but i totaly differ with the opion of the blog writer. she certainly needs to think that these adds were the only key thing that made OMORE a hit
Khurram
Jul 14, 2012 03:54pm
but Omore is the best icecream.
Zaheer Abbas Mughal
Jul 16, 2012 07:50am
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.
Ahsan
Jul 14, 2012 05:18pm
I disagree with the writer through and through. She is thinking like a 30+ New media design manager, not like a nine year old kid. I think the commercial hits the child's psyche really really well. Its not logical, it is absurd, as absurd as the boy who never grew up and could fly or magical wardrobes with talking lions inside. I am an academic myself, and do not feel that the commercial undermines or insults the teaching profession at all. In fact i feel that the respective writer jeopordized their own credibility by jotting below-the-belt lines like "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." Lastly, this blog post feels like a rant, which makes it sound all the more pretentious especially when the respective writer is apparently trying to make sense of it all. I feel she has read between the lines way more than a nine year old child would care for. You want to teach the child ethics, a good start would be to stop depending on advertising. All in all, i do feel that mass media is not an evil in itself, it is simply a glossy version of the culture from where it was begotten in the first place.
ana
Jul 14, 2012 05:37pm
I hate the Omung Lassi ad....we women have been compared to everything from donkeys, camels, property, jewels, treasure and now Lassi...we are being compared to lassi...tch tch
Faysal abdullah
Jul 14, 2012 06:26pm
I am glad that someone actually wrote about it. When I first watched the ad I had a same question in mind why are we making a teacher a villain. And is that the message we want to give to our younger generation. I guess we can ignore the fact that the ad was absolutely senseless.
Noman
Jul 14, 2012 07:15pm
Great to see an advertisement campaign analysis. Please continue writing - also please have a look at a bank's campaign (which twists the Urdu phrase "harkat mein barkat" and more).
seeumar
Jul 14, 2012 07:53pm
my four year old son keeps saying Icercream hai Sheila ki jawani nahi This is funny!!! Can u record it when he does it next time!!!
Ali
Jul 14, 2012 09:42pm
It saddens me to note that the "sheep" mentality of our people is at play here. This article is hardly well written and doesn't base its case on any firm grounds, much rather the personal opinion of the writer. Everyone thinks they know marketing, but before jumping in with your opinions please go and ask the TARGET AUDIENCE of each communication. If it's not targeted at you, then it doesn't matter what you think of it. Simple as that!
Nak
Jul 15, 2012 05:43am
The only advertizing team i admire is Ufone's team.
Lahori1
Jul 15, 2012 07:05am
The purpose of advertising is to enable the sale of the product one which fails to do that, is useless.
Moazzam Salim
Jul 16, 2012 05:37am
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.
Ali
Jul 16, 2012 06:50am
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.”
Ali
Jul 16, 2012 06:55am
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.
FAK
Jul 17, 2012 06:06am
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 :)
Ayesha
Jul 21, 2012 09:15am
Agreed! Engro Foods is sourly in need of a new Marketing Team. It's sad to see that they are ruining the potential of good products simply by putting off their target audience with their tacky and tasteless ads!
fahad amanullah
Jul 28, 2012 08:03am
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