It taps into an iconic, timeless property- MONA, KAHAA HAI SONA and hence is ENJOYABLE and ENGAGES well. The emotional high points in the ad that will likely engage and STICK in the consumer’s mind sell the GOLD consumer promo well.

The MONA KAHAA HAI SONA idea is a Fresh idea and hence is likely to create MEMORY STRUCTURE and be recalled when the consumer is buying the category- Biscuits next. The key elements that will stick in consumer mind space are well branded with BISK FARM RICH MARIE audio mentions and hence the ad is WELL BRANDED. This will ensure accurate BRAND ATTRIBUTION.

The Ad OPENS STRONG with the visual of a Gold loving person with shoes on the table, ignites the viewer’s curiosity and draws her in. And Sourav Ganguly Sir with his superb comic timing retains her interest till the end.

Creative leap credit to Advertising agency SoS Ideas Souvik Misra Kamalika Ganguli Saptaswa Mukerjee and the Leadership team at SAJ Food Products Arpan Paul and Vijay Singh and Sreeparna Majumder for approving Strategy and enabling execution.