How do you take the most common of things(yes, butter is one of the most common thing. If you have any doubts, tell a true Punjabi otherwise), and market it as something everyone craves? How do you make an ad that convinces consumers to run to the nearest store to get that most delicious, valuable and priceless piece of Butter? If you are Amul, you create a gem of an ad like this. (The ad starts after around 0:09).
The setting – A posh (possibly a 5 Star) hotel in an unknown city.
Characters – An overzealous courteous Waiter, A Gentleman, A Young couple – possibly on a honeymoon and the Chef.
The Waiter walks to a table where the Gentleman is seated. He is the best example of what “khate-peete-khandan ka aadmi” means in India. When the Waiter addresses the Gentleman as Captain, you realize that this man is a hero, presumably a retired Army Captain and he comes from an affluent family(his suit and the 5 star hotel setting indicates so) – a double whammy. I think the inspiration for the character of the Waiter might have been John Cleese’s suave French waiter from the (in)famous Monty Python script Mr.Creosote(you have been warned not to watch the clip if you are eating or have a sensitive stomach). And lest you doubt that these people are commoners, they speak in English. The Captain glances at the menu and orders, surprise surprise, bread and butter. The Waiter waits hoping that there will be more to the order. When he realizes that the Captain is not interested in adding to his order, he acts surprised and confirms the order. Then the Captain reveals the secret to the people watching the ad why he wanted only bread and butter – he wants Amul Butter (there’s a use of the word “lekin” – Hindi for “but” – shows that he is an Indian, just like all of us). Of course, why would he want to anything else if he has Amul Butter to eat, along with some bread.
As the Waiter gets the order, you see a young couple smiling. Presumably they are on a date or on their honeymoon. The guy’s Hawaiian Shirt, big mustache and long oily hair and the lady’s deep V-neck only indicate how fashion conscious these couple are. Clearly, they wanted to look their best for each other. The Captain then picks Amul Butter with his bare hands and stuffs it in his mouth. The Captain then goes on to show why he was not wrong when he said that he only needed bread and Amul Butter. He is shown having an orgasm in his mouth!! (0:40).
In a scene straight from the movie Harry Met Sally the lady takes one look at the Captain and after consulting with her partner orders the same – bread and Amul Butter. The viewers are then allowed to make the logical leap to think that others see the couple enjoying bread and Amul Butter and start ordering the same.(This would be a classical case of Geometric progression).
The Waiter is perplexed and goes to the kitchen to complain to the Chef. This is when the viewers are thrown the final curve ball. He speaks in Kannada (roughly translating to “Strange, even though there are so many nice dishes, everyone’s ordering bread”)!!!! This indicates that the hotel might be in Namma Bengaluru (it could also be Mysore). Combined with all the English and Hindi, this makes the ad appeal to a Cosmopolitan crowd. The Chef smiles and (just like the infinitely wise Chef from South Park) in his infinite wisdom with the help of his all knowing palate says the final words of the ad (roughly translating to “I cannot blame them, Amul Butter is like that.”). Then comes the final scene, the one that is imprinted in the mind of the viewer, the one that will make him/her run to the nearest store and get that last piece of Amul Butter(everyone would have purchased the rest of it by then having seen the same ad). The Chef, to show the people what he means, takes a break from his immensely important job of cutting vegetables and takes a piece of Amul Butter and goes on to enjoy it. As with others he too is shown having an orgasm in his mouth to the tune of children singing “Utterly Butterly Delicious Amul!!!”
I believe, history was made with this ad. The influences of the director are so varied and the ad clearly delivers on reinforcing the fact that there could be nothing more delicious than a piece of bread with Amul Butter even if you compared it with the exhaustive and wonderful menu of a 5 Star Hotel. Kudos to the people who conceived this and brought to fruition such a brilliant ad.
Let me know your thoughts.
[To be honest I liked the Amul's first Taste of India campaign.]
