Coimbatore-based sweets and snacks chain Shree Anandhaas has rolled out a promo film to announce its Chennai entry that’s as bizarre as it is effective.
Conceptualised by local agency Desert Hawk, the launch promo dials up the absurdity to grab attention, and ends up making a pretty strong case for itself.
The campaign, created for social media, marks the brand’s move beyond its Coimbatore stronghold, positioning the Chennai opening as a much-anticipated event.
The 60-second film begins without context. A man is seen engaging in what looks like a physical endurance test. The video portrays him undergoing several challenges with intense survival training, such as burying himself in beach sand, holding his breath in timed intervals, and practising spear throws on water. The tone is serious, set to the soundtrack of ‘Way Down We Go’ by Kaleo and cinematic visuals.
Then comes the big reveal. The protagonist is not prepping for a triathlon or a desert expedition - he’s getting ready to stand in line for Shree Anandhaas’ new Chennai outlet, which is running a half-price opening day offer! Armed with a cane umbrella as his only weapon, he navigates the crowd, skillfully proceeding to use all his training to procure the much-desired bag of snacks and goodies. Mission accomplished.
What we think about it: The film unapologetically leans into exaggerated storytelling, and the payoff is intentionally silly. But it works precisely because of that disconnect between the setup and the final goal, executed with just the right amount of hilarity and absurdity. The film doesn’t take itself too seriously, and does exactly what a launch promo needs to do: get noticed.