BUSHRA ASGHAR ALI

REG: 37947
COURSE: TVC PRODUCTION
TEACHER NAME: SIR SHOHAIB SAJJID

BRAND

TITLE

Shan Thematic 2020 | #MoreThanJustACook

TABLE OF CONTENT

1. INTRODUCTION.....................................................................................................................................................................

2. TELEVISION COMMERCIAL (TVC).................................................................................................................................

4. APPEAL USED IN THE AD..................................................................................................................................................

4. TECHNICAL ANALYSIS OF THE TVC..............................................................................................................................

i). ART DIRECTION....................................................................................................................................................................

ii).STORYBOARDING................................................................................................................................................................

iii). COLOR PALTETTE.............................................................................................................................................................

iV).COPYWRITTING..................................................................................................................................................................

V).JINGLE.......................................................................................................................................................................................

5. OBJECTIVE OF THE CAMPAIGN......................................................................................................................................

6. CONCLUSION..........................................................................................................................................................................
Introduction:
Shan Foods started off from a single room in 1981 and today it stands as the major
exporter of premium quality packaged spices, recipe mixes, rice, pickles and desserts
with products adding taste and flavors to meals across 60 countries. Today Shan has its
consumers in every single part of the country and with Pakistani people largely fond of
eating it further adds to their success story.
han masalas have been a part of most Pakistani households, for quite some time now.
With media becoming more powerful than ever brands come up with new and most
innovative advertisements. Some tug at your heartstrings and some make you think. This
Shaan ad is like a combination of both. It is a step in the right direction and we couldn’t be
proud. 

TVC:
Shan tries to break gender stereotypes with this new TVC. It is a very emotional ad
revolving around a father and a daughter duo. The daughter is a modern working woman
and the father stays back. The mother has passed away some time back. The young girl
comes back home and cooks food for the father who waits for her to come earlier. One
particular night she comes back and apologizes for being late. She also tells him that
since the next day is her birthday they can do something different and eat out. The next
day she comes back late again with food but is welcomed with the biggest surprise. Her
father cooks food for her by looking at her mother’s cookbook and says that it is not only
her job to cook food.

Tvc Link:
https://www.youtube.com/watch?v=oJw2QUstnyg&ab_channel=ShanFoods
Target Market:
Target audience for Shan Thematic Ad 2020 are:

 Families
 Male (Husbands, brothers, sons and fathers)
 Working Woman's9
 SEC: A, B and B+
Appeal Used in the AD:

With this ad, Shan sends an important message of that to divide the roles with equity
and not specify work for only one gender. The father proudly makes food for her
daughter who goes out for work. Did you notice how progressive that looks? It would be
great if all the men understood the value of a woman and that it is not only her job to
cook. Food should be made with love and attention and that is all you need to cook a
delicious meal and Shaan Masalas maybe! 

Technical Analysis of the TVC:

 Art Direction
Each and everything in this Ad have a feel of emotions and care and decency
with some emotional touch. The set design is with the dark colors with the feel of
some emotional attachment like most of the furniture use is of Dark Brown Color
presents strength and reliability but somehow it also presents loneliness and
sadness.
The Costumes used in it also presents decency and soft touch with emotions
Like first costume of the female character (Daughter) was Light blue is
associated with health, healing, tranquility, understanding, and softness and the
second dress was Peach is directly associated with the expression of modesty,
earnestly and innocence. Costume of the Male character (Father) is White
color is associated with light, goodness, innocence, purity, and virginity.
White means safety, purity, and cleanliness. White can represent a successful
beginning.
Hairstyling is also presenting the innocence itself and the hard working of a
working woman who do work in office and work for home too, the messy hair bun
presents it all.
Makeup is the lightest just the sweet touch which presence the innocence of the
female character with clear face expressions about her feeling for her father and
how o she cares for him.
 Storyboarding:

1. CUT WAY SHOT

Girl coming from office greeting (saying salam to father)

2. OVER THE SHOULDER

Father saying daughter (Agr tumari ami hoti tu kehti waqat pr ghar ajaya Kro)
 3. OVER THE SHOULDER

Than starts cooking for her father and doing conversation with him and ask him
to order something from outside tomorrow as it's her birthday. she says that she
will bring the food from coming back from work.

4. OVER THE SHOULDER

Than her father agreed

 5. MEDIUM SHOT

Than on the next day her father go in the kitchen to make something special for
her daughter birthday.
6. UP SHOT

Then he took out her mothers recipe book for making korma.
 7. WIDE SHOT

Than her father starts cooking.

8. EXTREME CLOSEUP SHOT

Makes mistakes while cooking

 9. MEDIUM SHOT

Like the Onion Burns

10. DOLLY ZOOM OUT SHOT

Then again starts cooking

 11. CLOSEUP SHOT

Adding ingredients in the dish

12. POINT OF VIEW SHOT

Than took shan korma masala

 13. UP SHOT

And added in the dish

14. POINT OF VIEW SHOT

And the shan korma with ami ki recipe is ready.

 15. POINT OF VIEW SHOT

Then again took her mothers recipe book and readed (fari or un ky abu ko tekha zyada
pasand hai tu upr sy mirch or dalyea ga)

16. EXTREME WIDE SHOT

Fari enters with pizza's in her hands saying that (abu mea late hogai hu but khana lai hu)
 17. WIDE SHOT

She starts asking her father that (ap ny pehly hi khana mangwa lya) than her father
says(betho)

18. MEDIUM SHOT:

Then she first served her father

 19. OVER THE SHOULDER

Then she started eating

20. OVER THE SHOULDER:

After one bite she was in shock

 21. OVER THE SHOULDER

Looking at her father she says (Abuuuu)

22. OVER THE SHOULDER

Her father replies (Tumari amo hoti tu kehti ky khana banana sirf tumara kam nahi ha)
23. OVER THE SHOULDER

With Tears in her eyes she says (abuuuuu)

 24. OVER THE SHOULDER

Her father says happy birthday beta

25. OVER THE SHOULDER

Tears in both eyes

26. OVER THE SHOULDER

Tears with smile

 27. OVER THE SHOULDER

And starts eating with cheerful faces

28. WIDE SHOT

Color Palette:
The Costumes used in the Ad also presents decency and soft touch with
emotions Like first costume of the female character (Daughter) was Light blue is
associated with health, healing, tranquility, understanding, and softness and the
second dress was Peach is directly associated with the expression of modesty,
earnestly and innocence. Costume of the Male character (Father) is White
color is associated with light, goodness, innocence, purity, and virginity.
White means safety, purity, and cleanliness. White can represent a successful
beginning. Plus all over the look and feel of the Ad shows the decency, emotions
and love and some sort of sadness.
Copywriting:
Would you agree if we said our society carries a pretty standard set of ideas on how men
and women are expected to behave, groom, present and dress themselves?
Same is the case of how brands tell us advertising stories.
We feel most of these stories seek support from social constructs that tend to limit
women's potential to their households, particularly the kitchen.
In a bid to empower women, Shan Foods has launched their 'recipe mixes' that aim to
simplify the lives of women who perform kitchen duties and seek traditional, authentic
taste. While in general the product is targeted towards women who don't want to
compromise on taste, we feel it can help empower everyone at home by helping them fix
meals for themselves as well as the household within minutes.

Jingle and back ground score:

Daughter: Hi Abu... Kya hal hai?

Father: Tumari ami hoti u kehti waqt pr ghr ajaya karo.
Daughter: Kam tha Abu
Father: Hm
Daughter: Ap ko bukh lagi hogi na me abi kuch banati hu ap ky lye.
Daughter: Abu kl meri birthday ky lye kuch special krea?
Father: Jaisa Ky?
Daughter: Khana bhar sy mngwa lein?
Father: Mngwalety ha.
Mother's Voiceover while father reading her recipe book:
Fari ka favorite korma.. 5 pyaz choty choty kat lein, tel garam krea, pyaz ko sunhera hont
tak fry krea or phr alag sy nkal kr alag rkhea, thnda hony pr pyaz ko chora krdea, usi tel
mea gosht or dahi ky sath shan korma masala. (cheerful music)
Fari or us ky abu ko thori zyada mirch pasand hai tu upr sy thori or dal dea.
Daughter: Abu sorry mea phr late hpgai magar mea khana ly kr....
Daughter: Ary ap ny pehly sy mngwa lya?
Father: Betho
Daughter: Plate laein apni
Daughter: Abuuuu...
Father: Tumari ami hoti tu kehti khana banana sirf tumara kam nahi ha.
Daughter: Abuuu (Cries)
Father: Happy Birthday Beta.
Jingle:
Aaa tery dil mea jo thera tha, ab hatho sy behta ha, do dharno sa phot para hai di akhyu
mea rehta ha.
Voice Over:
Pyar sy khana banana or khilana kisi ek ka kam nahi ha.
OBJECTIVE OF THE CAMPAIGN:
For far too long have age-old stereotypes riled the women of our society. Not anymore, it's time for a
change! Women will be celebrated for all that they do beyond the kitchen and all that they are will
come to the fore!
This campaign completely fulfill its objective which is to break the age old stereotypes that its not only
woman duty to cook but its also yours to help her with house chores and kitchen things which is clearly
presenting between a father and daughter where the daughter goes for work and comeback to home
and cook for the family.

CONCLUSION:
Wrapping up my analysis of the report with the message given in the ad is simply
amazing and directly touches the hearts of audience. Brands are bent to make some
space in our heads and hearts, they've got to understand and acknowledge this idea and
this Ad has simply done it really very well.
We feel the campaign is premised on the idea of acknowledging and celebrating a
woman's capabilities beyond the role of a cook.
.