Debrief: Cooking emotions

01 Dec,2011

By Anil Thakraney


Here’s another tear-jerker. And if you are an emotional fool (like me), you will rush to your nearest grocer to pick up cartons of Fortune cooking oil. And when the emotion involves a mother/son situation, an advertiser can be pretty sure it’s a safe bet.


Fortune’s new commercial features an elderly mom who whips up delicious food for her merchant navy officer son. Since the officer won’t get a holiday to visit home, she lands up on the ship to celebrate his budday. And then, of course, it’s the predictable re-union.


Smart move. Instead of unleashing boring stories of healthy electrons and neutrons inside the cooking oil, Fortune has gone all out to win the housewife’s heart. And the cleverest thing about the ad is the soundtrack. It’s the classic song from SD Burman: ‘Meri duniya hai maa’. It’s the sort of song that will move a heartless, emotional geek, leave alone an already teary mother.


However, I must add that I didn’t get the same emotional high that I did from the recent Cadbury ‘Lonely maa’ ad. Here, the emotion seems to be a bit contrived and forced, and I suspect the person to blame for that is the ad filmmaker. Somehow the tears get diluted in the translation of the storyboard. Tells you how important it is to cast the right director.


Rating: (On a scale of 1 to 5): 3. Most of those marks go to Burmanda.

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