Ads for a food delivery app
1. Brief: To showcase the food as a healthy substitute for home-made food.
What I did: Home-made food is almost synonymous with mom-made food in our country. Hence, I took the angle of highlighting all the things moms do that relate to food and take the audience down memory lane. They should get a hit of nostalgia when they see the post, and the brand connect is apparent in the copy of the posts.
1. Mother: You know, there are people out there who can’t even AFFORD food? Son: Toh MAIN kya karun?! Mother: SAR KHA LO MERA
*to audience* DON’T DO IT. IT’S A TRAP. Eat our food instead. #JustMomThings Order now!
2. Mother: FINISH what’s on your plate! (insert visual) Order from us, and you’ll wipe your plate clean before she can ask you to. #JustMomThings
3. Mother: If your friends jump off a cliff, will you jump too!?
(Insert visual of a stick figure peeking off the edge of a cliff) By that logic, you should be ordering our food, because your friends certainly are. Order now. #JustMomThings
4. Mother: Eat your vegetables! (visual : dining table)
Looking for a loophole? Mix those vegggies in some good ‘ol masala(/whatever sells best at HungerPatrol) #JustMomThings
5. Sent to your room without dinner? Look out your window. Food delivered when you want, where you want. #JustMomThings
6. A mother's menu generally consists of two choices: Take it or leave it. Check out ours, with a LOT more choices! Order now! #JustMomThings
7. You see him on the other side of the room He sees you Your eyes meet, and he walks towards you You both know you want it But he walks right by you and serves food at the table behind you instead. We'd never play with your emotions like this. Food delivered, to your doorstep, and no where else. Order now.
2. Brief: To show the brand as reliable
What I did: I highlighted situations in which promises are made that may or may not be kept, ending with the fact that all promises made by the app will be kept.
A politician is making a speech. Everyone looks bored out of their minds. Freeze frame. Pan over crowd with VO: Yeh vaade poore honge ya nahin, kaun jaane. But order on Swiggy and ache din ka pata nahi par acha khana toh zaroor aayega.
A guy is telling his girlfriend - of course we’ll be together forever, baby. Freeze frame. Pan over couple with VO: Yeh vaada poora hoga ya nahin, kaun jaane. But order on Swiggy and khaane ki baarat toh zaroor aayegi.
A teacher is teaching in a classroom and telling the class - Yeh vaala theorem exams mein zaroor aayega, ache se padhna. Freeze frame. Pan over classroom while children in the classroom are doing random things, with VO: Yeh vaada poora hoga ya nahin, kaun jaane. But order on Swiggy and exam mein theorem ho na ho, table par khana zaroor hoga.
3. Brief: To highlight the ease with which you can order food
A caveman is running behind a deer holding a spear. The deer is outrunning the man, and the distance between them is increasing. The man throws the spear and misses. He then stops, pulls out his phone and adds “deer” to cart. The deer stops, turns around and walks towards the man with his head lowered, grudgingly.
Copy reads - Why lift a hand when you can manage by lifting a finger?
4. Brief: Generic video ad
FILM 1:
A guy in a half-eaten hotdog costume is walking on a dingy street with a few street lights on at night.
A car rolls up with a drunk group of guys in enzyme costumes. One of them sticks his head out of the car, singing “main tera enzyme, tu mera substrate, o mennu kendi?”
Hotdog stares incredulously at the enzyme. Then says “Ne ne ne ne?” (said very slowly) and the enzyme and his whole gang crack up.
The hotdog rolls his eyes and starts to walk away. Car follows.
Enzyme: Aye baby doll. Chal na.
Hotdog stops walking: Tum logon ko khana MILTA kaise hai? You really think THIS is what we’re attracted to?
Enzyme makes disgusting kissing sound.
Hotdog: I’ve had it. Let’s go (raising fists and starting to hop from one foot to the other). You and me, right now.
Car door opens, showing the 3 other guys in there.
Enzyme (smirking): You mean you and us.
Suddenly looks around and sees a rush of activity, cars all around, people dressed as all kinds of food around the half eaten hotdog, so there are bites of lasagna, pasta, pizzas, desserts, everything, all around.
And the hotdog heaves a sigh of relief, then turns to the car, smirks at the enzyme, and says: Yep. I mean you and us.
Big GOT battle scene, with both parties forming a line and charging at each other. Shots of each of their battle cries.
Camera zooms out to show this was all happening inside a guy’s stomach. The shot shows a guy surrounded by empty boxes of food, sitting with a group of guys.
VO: You don’t know the consequences of letting your food be lonely in your stomach. Don’t stay hungry. Order now on _______.
FILM 2:
The film opens at a golden retriever staring at the camera, blinking.
The shot cuts to a guy, staring at the camera, blinking.
Back to golden retriever, back to human, then it shows the two of them staring at each other, with the guy eating a burger. He then throws the retriever a biscuit and continues to eat.
The retriever looks at the biscuit, then back at the burger and slumps away.
The guy is confused but shrugs and thinks nothing of it.
Next day, he’s eating a pizza. He throws the same biscuit at the dog, and the dog gives the guy puppy dog eyes and slumps away, leaving the biscuit.
Third day, he’s eating pasta and the dog picks up the guy’s phone with his mouth and carries it to the dude. He keeps it on the table. The guy smiles.
Film ends to shots of the dog eating a bone of mutton and the guy eating mutton biryani.
Text appears: Why should you be the only one spoilt for choice? Order now on ________.
