Pathao inculcates humor and social message in its latest OVC
Pathao Food has unveiled its latest Online Video Commercial which follows a humorous plot along with an oblique social message. While doing so, the OVC shrewdly manages to connect the plot of the commercial with Pathao Food’s brand message. Such kinds of ads are relatively obscure in the marketing sphere of Nepal. Particularly in the food-delivery segment of Nepal, there seems to be a dearth of innovative video commercials. Pathao Food’s latest OVC is a much-needed alarm for brands in the industry to level up their advertising game.
The OVC highlights two major brand promises of Pathao Food i.e. Fastest Delivery and Amazing Discounts. It connects the two promises by following a nonsensical yet hilarious plot about polygamy. The ad embraces the absurdity of two women coming to a consensus for marriage with the same man. However, it later sends a social message by ruling out such a possibility in real life. The scene then transitions to Pathao Food’s actual intent with the ad.
The two brand promises boasted by Pathao Food are compared with the unreal case of two women settling for the same husband. However, the comparison takes a turn for the better with the brand’s message that Fastest Delivery and Amazing Discounts are a possibility via Pathao Food.
Summing up, Pathao Food’s attempt at brand promotion by juxtaposing its brand promises with a surreal context is applaudable and innovative. We at Brandguff have stressed numerous times that Nepalese brands are overvaluing the role of celebrities and popular influencers in ads while not focusing on the creative aspects of it. Ergo, Pathao Food’s OVC looks like a breath of fresh air that conveys the brand message sheerly through creativity and innovation.
