2015 is about video content and digital storytelling. Brands are lapping up this trend but at the same time most of them are dragging the shadows of TV on digital. The sole intention is to connect with netizens and also dream of going viral. But brands need to understand that digital natives hate brands that trust advertisements rather than selling it with a good story.
The world’s largest breakfast cereal maker, The Kellogg Co has walked the same path on YouTube with its new series of sitcom style web films featuring Kellogg’s Wale Guptaji ki Family. The brand wanted to go big on digital with its more than 100 videos but the bold move has disappointing shadows of TV content.
Today cornflakes have turned into a convenient and healthy breakfast option. But having the same thing every morning is not very appealing. Keeping this in mind the brand launched Kellogg’s Wale Guptaji ki Family which is comprised of a mother, a father, a son and a daughter who have varied tastes in eating. The introduction video tells us about the family.
The brand states that it is sharing recipes that go beyond sweet recipes and include savory recipes, recipes for milk shakes and yogurt-based recipes.
All the videos start with a simple story while showcasing every individual giving interesting and tasty cornflakes recipes for every occasion. For instance the “Remote Wala Nashta” starts with the dad, daughter and son fighting over the remote on a public holiday. Meanwhile the mother comes up with a nice breakfast plan of making almond coconut shake, thereby getting the remote in her hand.
The “Movie wala Nastha” episode shows the kids enacting Bollywood scenes while later enjoying Cornflakes Popcorn Clusters dish.
Designed and conceptualised by the Kellogg’s Marketing Team, produced by Bolt Media and directed by Ekant Babani, this 360 degree digital campaign is also leveraging platforms like Facebook and Twitter to engage with consumers and promote over 100 recipes using cornflakes.
Besides promoting the videos, the social networks of Kellogg’s are promoting recipes from food bloggers, sharing cornflakes recipes in a visual format and running contests on Twitter to keep the buzz going around the sitcom style web films.
— Kellogg’sWaleGuptaji (@guptajikifamily) April 11, 2015
— Kellogg’sWaleGuptaji (@guptajikifamily) April 16, 2015
TV content won’t work on YouTube
The idea of introducing Kellogg’s Wale Guptaji ki Family in a sitcom fashion to make cornflakes a happy eating is a bold and a sincere effort. In addition to creating 100 videos the challenge was also to find or think of 100 creative ideas informs, Ekant Babani, Director of the film. “One of the biggest learnings and ideas came by visiting the houses of these target groups. Not only did we find extremely real and interesting situations, we even got one to one feedback for some situations of our own. The idea was to give them something inspirational and aspirational and that could be got only after speaking with them.”
However, when you see the videos you get a feeling that it was made for TV but stuffed into digital just because it is the cool thing to do and for the cost factor too. All the videos uploaded have a decent story, shot really well with a decent cast and the product placement is all over the video to stay right on your mind. But the biggest problem is that all the videos look more like a TVC rather than an effort to share recipes. For instance the below video focuses more on jelly crush than making of a recipe.
The videos uploaded on the YouTube channel also have a half baked effort, the channel has no playlist to find recipes and even there is no video description for the videos uploaded. Shouldn’t there be details of the recipes categorized under simple playlists for the ease of users?
Last year to promote its innovative kitchen appliance Air Fryer and to tell people it requires 80% less oil compared to normal cooking, Philips roped in India’s biggest YouTube influencer (in the cookery domain) named Sanjay Thumma. Thumma runs a cookery channel on YouTube titled VahChef with more than 330K subscribers.
A six-month long branded show titled “Philips Superchef” was planned and launched on Sanjay’s VahChef YouTube channel . As part of the show, Thumma experimented with Philips Airfryer and cooked Indian delicacies with it. All episodes were clubbed under a Playlist named ‘Healthy Recipes’. This was done to tap users who go to YouTube and search for healthy recipes, instead of going directly to a particular channel. A simple trick that Kellogg’s has ignored so far.
Kellogg’s might argue that it has explored a never tried approach. While it is true and full credits to the brand for it but the same old story ideas of sitcoms don’t work. They look quite plastic and this is the reason why new age content creating outlets like The Viral Fever, AIB, Being Indian, among others are a big success on YouTube.
Kellogg’s will also have to be clear about the medium. It cannot just upload content on YouTube and call it innovation since the videos have entertainment and information. The underlined thought is simple – TV kind of content doesn’t work on YouTube. The reason why brands globally are trusting popular YouTubers for ad campaigns.