Here’s why Old Monk Nepal’s latest Promo Video is a Disaster
Old Monk Nepal recently produced a digital video with a script that is very similar to the famed robbery series Money Heist. The first edition of what seems to be a video series by Old Monk Nepal looks to promote its rum via a corny story that fails to impress. The promotional video is substandard with adherence to the fact that Old Monk has decades of legacy as an established liquor brand. The poorly executed promo accompanied by a farcical plot is a mockery of the brand’s status in the globe as “The One That Was Never Advertised”.
Nonsensical Plot
The promo video quickly becomes absurd after the depiction of a robbery flashbacks into an irrational discovery of Old Monk’s Rum lying atop the remote Himalayan mountains. What is more nonsensical in the script is that the character is looking to keep away from winter by venturing into the cold mountains while ignoring the warmer plains of Terai. Moreover, the video has incorporated a serious tone and narration while portraying a comedic plot. The characters rendezvous by needlessly kayaking, paragliding and running in the streets; but the scenes fail to synchronize with the serious overtones involved in a robbery.
Negative Connotations
The promo video titled ‘Monkheist’ has associated Old Monk with a criminal offense. In the advertising realm, direct promotion of alcohol is restricted throughout the world. Furthermore, alcohol is perceived as a social & moral hazard by many. Attaching a reprehensible act like robbery to an already scrutinized product only exacerbates the matter. Here, the video makers have attempted to push forth an avant-garde concept by placing the rum in a Money Heist-like story. Alas, they have failed to recognize that moral hazards like robbery will have unfavorable impacts on the brand image on a profound level.
Conclusion
The brand Old Monk has made remarkable progress worldwide without advertising since its inception in 1954. Also, the brand has never positioned itself as a winter drink despite people largely referring to rum in general as a winter-warmer. All in all, the promo video by Old Monk Nepal is rather a mockery of the brand’s pervasive status in the global market. All things said the brand has committed to creating a story series about a ‘Monkheist’, as they call it. What will they come up with next? Will it be worse? Or will it be game-changing? Let us see how it unfolds!
