can you sell this to mr. fakruddin?
At the Promologic Workshop arranged by Ad Club, Katalyst and NSU Debating Club I proposed these ideas for two SME brands, who I think have awesome brand equity.
One was Fakruddin’s Biriyani and the other was Laz Pharma.
Fakruddin’s Biriyani
Insight: Biriyani is a must in a traditional Bangali wedding
Brand Idea: A true Bangali wedding is incomplete without Fakruddin’s Biriyani
Probable TV Idea: A bridegroom’s party walks out of a wedding because Fakruddin’s Biriyani is not served!
Copy shot: NO DOWRIES. ONLY FAKRUDDIN'S BIRIYANI.
Laz Pharma—the 24 hr pharmacy
Insight: When there is a medical emergency there is no time to waste
Brand Idea: Illnesses don’t come announced
Probable TV Idea: A man sleeps in his bed at night, tossing and turning. Actors dressed as Virus, Bacteria, Diarrhea, Cholera, Dengue, etc., stand around his bed, look bored and yawn. They consult their watches, as if, waiting for daytime to come so that they can attack the sleeping victim!
Copy shot: IN REALITY ILLNESS WON’T WAIT FOR THE DAY TO BREAK. LAZ PHARMA. OPEN 24 HOURS.
One was Fakruddin’s Biriyani and the other was Laz Pharma.
Fakruddin’s Biriyani
Insight: Biriyani is a must in a traditional Bangali wedding
Brand Idea: A true Bangali wedding is incomplete without Fakruddin’s Biriyani
Probable TV Idea: A bridegroom’s party walks out of a wedding because Fakruddin’s Biriyani is not served!
Copy shot: NO DOWRIES. ONLY FAKRUDDIN'S BIRIYANI.
Laz Pharma—the 24 hr pharmacy
Insight: When there is a medical emergency there is no time to waste
Brand Idea: Illnesses don’t come announced
Probable TV Idea: A man sleeps in his bed at night, tossing and turning. Actors dressed as Virus, Bacteria, Diarrhea, Cholera, Dengue, etc., stand around his bed, look bored and yawn. They consult their watches, as if, waiting for daytime to come so that they can attack the sleeping victim!
Copy shot: IN REALITY ILLNESS WON’T WAIT FOR THE DAY TO BREAK. LAZ PHARMA. OPEN 24 HOURS.
Labels: brand idea, insights
4 Comments:
i heard fakruddin has a website n heres 1 idea to promote it. we show a young man who lives abroad, sitting w/ his laptop.. its his parents silver jublee anniversary n he is missing them too much..we show flashbacks of previous anniversaries whre biriyani was always the main attraction. back home we show both his parents in a melancholy mood. then suddenly there's a doorbell..n ppl frm fakruddin walk in w/ their special biriyani.both the parents are awestruck n speechless. there's a card attached w/ it which says : "happy anniversary abbu ammu..tomader shate biriyani khete icche korche." both the parents gets emotional.
tagline:
fakruddin biriyani..
jiboner antorik alingone..
nafia, good thinking.
this is taking a step forward to a service brand. and it can introduce "Fakruddin's Home Delivery". brilliant! keep thinking.
about the copyshot or tagline: can you think of a more clever and direct line without high-Bangla words like "alingon" and "antorik"?
nafia, you are right. there is a www.fakruddin.com
But don't you think that Fakhruddin's has moved beyond the 'wedding' sphere? Maybe i'm missing the issue here. Is the issue that Fakhruddin is being challenged in their traditonal domain by johnny-come-lately's and they want to reiterate their original brand promise? Thus the need for the communication to stay within the 'wedding' sphere? I just feel that the brand is 'bigger' than that. And with Laz Pharma - I think it can be made a whole lot stronger if the pharmacy also kept a doctor on hand and used that as a value addition to their core service. I mean - move out of the space of 'providing medicines' and move into the space of 'medical consultancy'. Maybe that is the leap they need to make to build a stronger brand.
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