What is the Avana brand all about?
Avana is an initiative of Emmbi Industries Limited that focuses on using innovative technologies to create affordable & effective farming solutions for Indian farmers. After spreading the roots in the water harvesting project, Avana aimed to bring something new in Dairy Farming; CEO Maithili Appalawar came up with the concept of Avana Kapila Murghas Bag, which is made by using high-end technology equipment. As most of the launches of new products need a public awareness campaign, and that’s why Avana collaborated with Empire Media Advertising Agency for their second-ever TVC campaign but first of the new Avana Kapila Murghas Bag.
What was the Campaign?
Empire Media’s team consists of creative young talents that are collaborative, work in integration, tech-savvy, and culturally relevant, which helps achieve their client’s goal, as they consider their client’s business win as their win. The team first set up thorough market research to find and understand the product’s importance, benefits & how the uses of the product can help flourish a customer’s life. After which, the team came up with multiple ideas for the product’s TVC. It was a genuine test for the entire team as the product isn’t relatively conventional in nature. But to solve such abstract challenges mindfully & watchfully is Empire Media’s nature. The agency’s desperate nature gave rise to another innovative concept for the brand Avana.
The new campaign revolves around a cow named Saguna’s incredible ability to produce 15% extra milk compared to other cows in the village. The five teaser promos revolve around the curious topic of “What’s the secret of Saguna Cow’s Extra 15% Milk?” & the answer to this unbelievable mystery saga lies in the final promo after hyping up the question of Saguna’s extra milk.
The final promo also states all the features & specifications of the product Avana Kapila Murghas Bag.
The thought behind the Campaign.
As mentioned earlier, the product is not relatively conventional. This was the first time the product was to be advertised, which is why it was a challenge to work for the entire team to come forward with multiple ideas. As per Empire Media’s POV, humorous & comical content stays put in the audience’s mind for a longer time. Hence agency’s creative team pitched the concept of Saguna Cow to the team of Avana, and within just a single meeting, the campaign got approved. The primary essence of the campaign is the name of the cow (Saguna) which lands a more family-oriented approach where the target group must feel quite relatable with the prime character of the TVC. And the secondary essence of the campaign is the mysterious build-up which took rounds of gossips among all types of conversations.
What were the Challenges for this Campaign:
As a creative advertising agency, we have done many productions for other clients, but the concept had many challenges this time. One of those challenges was managing the massive cast of around 20-25 people. Still, under the leadership of Ashish Shinde and Ramheswar Jagdale, everything was done swiftly, and Empire Media curated another successful TVC campaign.
The idea came from the creative mind of Ashish Shinde, the head of Mumbai-based advertising company Empire Media, and his entire team. Empire Media has made a name for itself in the advertising industry in a concise period. It’s no harm to say that their attempt to promote the brand by creating a curiosity in the people’s minds went down pretty well.
Quote From Ashish Shinde
With this campaign, we believe we hit a classic hook shot and not any conventional drive as the product isn’t mainstreamed and that it demanded a more unorthodox way of communicating with the TG. It wasn’t easy to process, ideate, lock, & execute for the campaign as it was the first time the product was coming onto the advertising stage. We put our mind & heart into the curation of this campaign, as we started it from a simple, rural tea-stall & all the way took it to the space. Also, the casting was devised to be more realistic & relatable for the target audience of the brand. Overall, the entire team gave their 110%, and we are super excited to savvy the audience reactions on the final promo where the campaign’s mysterious question is finally answered.”
Quote From Maithili Appalwar:
“We had a great experience working with Ashish, Ratnadeep, and the entire Empire Media team. They were very prompt when it came to scripting and getting the entire shoot together. They also brainstormed tons of ideas with our team, and spent a lot of time on the pitch for the project! I would recommend their work and enthusiasm wholeheartedly and we hope we can work together in the future too!”