Appeal To Tradition

Heritage Pure Ghee/
TV Commercial.

‘Traditional’ and ‘Pure’ are the category clichés for ghee, which can never be discarded. The task was to jump on the bandwagon and yet, somehow stand out from the crowd and get noticed.

  • Consuming ghee (clarified butter) is an age old tradition in India.
  • Pureness is its most valued, favored quality.

Every brand of ghee claims the gold standard for purity. ‘Pure’ in fact is customarily used in the market as a prefix for ghee.

‘Traditional’ is the other common badge. All brands of ghee pitch on the traditional appeal as a rule. Their advertising abounds in desi images of festivals, colourful community gatherings, large families dining together, etc.

What do we do now?

Hot lead: “It’s not what you say, it’s how you say it”?

So we composed a jingle that is cheery catchy perky friendly pleasing pleasant and upbeat.

Shot traditional, simple typical visuals, offering cues to taste, aroma, and health.

Aimed at consumers rediscovering the value of their traditions.

Language: Tamil & Telugu