The video is made on the perception of gaining attention from the every age group but especially from

the younger group which is really good for the brand ChilliMilli as the more focused and target
customers are young people. It successfully creates and provides interest and cognitive learning
subsequently through specific selection of the color of ChilliMilli (as the green color indicates the sour
and red color indicates the spicy taste). The video has associated its brand image by the song of
ChilliMilli and same color of the wrapper as in the video. They further added symbolism by adjoining the
English country with Pakistan as the English country depicts the successful and developed country. They
also mixing different regions of Pakistan in the video and song while the challenge is performed which
creates a strong sense of patriotism. They have tried to use the behavior of young people who are keen
to follow trends on social media by turning it into a simple challenge. This must be in favour of product
and its brand, if it makes it into a trend certainly would lead to good brand image and advertisement.
The challenge is unique and they chose a famous celebrity to perform the challenge which would also
and specifically mentioned “Pakistan are you ready for challenge” which is an eye catcher followed by
the performance of challenge. This video has strong feature of persuasion which demands involvement
from the audience. They are motivated by the song and celebrity performing it as he has great influence
over people. The video is great as according to modern advertising but it still lacks some of the key
features. There is sole focus on the brand name and there is no picture or description of the product
except its name. A suggestion in this regard is that they could have made the actor eat ChiliMilli and
then perform the challenge to create more sense of brand loyalty and its feature. There is no emotions
attached and adults could feel like this as a stupid challenge and this could lead to discouragement of
young people from doing the challenge. Also not defining the timeline of the challenge and no end date
mentioned merely a vague promise. In addition to my opinion minor details like specification of the gifts
or an end date should have been mentioned. This could also result in quick response as people would
want to perform the challenge before its duration ends.