Barhay Sachay Rishton Ka Pyar
Young’s Foods decided to launch it’s first ever ATL communications for their brand Young’s Mayonnaise of brand, where the brand aims to create their inspiring imagery at par with the international food brand and depict their leadership positioning being the No.1 Selling Multi-Billion Value Winning Brand.
The biggest creative challenge was the limitations of not showing any models or using any jingle or music in the commercials, considering its shariah compliance advertising.
The brief was given to create an emotion appeal in storytelling by exploring the relationship of mother & daughters and their bond with Young’s Mayonnaise.
Ideation & Storytelling
TV Concept & Storyboard
Copy & Content Writing
On-Boarding Filmmaking Teams
Director Board & Treatment Note
Production Design & Plan
Food Styling Direction
Shoot & Post Production
The overall communications effectively own the loving relationship platform of mother & daughters bond and established Young’s Mayonnaise as their favorite taste partner, which also come out very strong in post research result conduct after the airing of ATL Communications.
The communications also strengthen their leadership positioning and generate sales volume with 2X growth vs industries growth.
The Ideation & Storytelling
In this digital era, today’s girl next door usually considers themselves master chef whenever they take charge of the kitchen to cook their favorite meal.
Taking their inspiration from cooking shows & online recipes while experimenting with the new recipes fuse with their creative skills and, off-course, always get guidance from their mother.
On the other hand, the mother always takes pride in her expertise & experience being a homemaker. Once mother and daughter skills combine, they have prepared unique new tasty dishes where Young’s Mayonnaise, their favorite taster partner, enhance the taste of the meal and their love & bond with each other & the entire family.
Summing up the entire communication with the brand capsule, “Strengthening the bond of a true relationship.”
“Young’s Mayonnaise… Barhaae Sachhe Rishton Ka Pyaar”