#CaseStudy: Leads Brand Connect's Blend Of Creativity & Sentiment For B L Agro
Leads Brand Connect recently ideated, scripted, produced and launched two new ad films for B. L. Agro’s Bail Kolhu and Nourish. This case study highlights how simple, well-timed, and sweet narratives can punch above their weight and also be an inspiring call to action for societal change.
The Challenge
When it comes to advertising, most scripts latch on to outdated cultural norms to drive their messaging. Females are portrayed in auxiliary roles and males as the voice of authority. Leads Brand Connect wanted to flip this narrative and actively advocate for breaking down gender stereotypes in the kitchen.
They had to come up with a concept that not only supports men working in the kitchen but also personifies #BrotherSisterLove. Another element the agency had to consider for the topical ads was not relying on an explicit Raksha Bandhan push.
The Concept
The sibling bond marks the most enduring and longest relationship. One that is constantly a source of pleasure and a companion in grief. Banking on it and the fact that most people are influenced by the feelings they are experiencing at the time, the agency harnessed the power of emotional advertising.
Working hand in hand with their client to feed on each other’s subject expertise, they devised a powerful strategy. Both ad films beautifully paint the love between a brother and sister.
The Execution
For # PyaarKiBarni, the agency depicts a brother in business attire making mango pickle, just like their mother used to do for his sister. The ad takes advantage of more than three decades of the legacy of the mustard oil, depicting that both the mother and son used the same cooking oil to make the pickle. It subtly brings the product to the fore.
In the #UmarBharKaVaada film, the agency leveraged a stronger emotional quotient in the master shot and used favourite dishes relished in childhood as a window to memories, both new and old.
"From a creative standpoint, I see so many opportunities to blend creativity and empowering concepts like men sharing the load in the kitchen. For the ad films, we sought a way to produce and deliver this message to audiences without overtly focusing on the brand. And
the success of both proves our triumph. Siblings weren’t the only ones left close to tears. Our approach also inspired a mindset change to shape better content and stronger stories that propel the industry forward," says Leads Brand Connect CEO, Sanjay Srivastava.
The Result
The combination of topical, contextual, and poignant stories completely redesigned awareness, reach, and brand lift for the agency’s client. The ad films garnered stirring, viral results, pushing beyond their limits:
· Bail Kolhu Film - #PyaarKiBarni:
o Views: 1.6M
o Reach - 4.2M
o Impressions – 5.8M
o Reactions – 5.7L
· Nourish Film - #UmarBharKaVaada
o Views: 1.42M o Reach - 2.62M
o Impressions - 3.83M
o Reactions -4.1L
