I appreciate Omore for their usually very creative campaigns. I loved their launch ad even though many people couldn’t get over the similarity it had with a particular Coke ad.

Their recent campaigns, however, leave a bad taste in the mouth. Pun may or may not be unintended.

First up in my hit-list is the TVC for Magic Hat. Although it is made with good production values and features nice visual effects, not many good things can be said about the actual content of the commercial.

Let’s skip the bit about the kid taking ice-cream out of a frikkin lunch box. Let’s assume that not melting by recess time is one of its ‘magic’ properties. The portrayalthe teacher as the villain and her humiliation, however, cannot and should not be be skipped. Not only is it extremely disrespectful towards teachers in general, it is also very irresponsible advertising; elsewhere in the world teachers’ associations would have rightfully sued the advertisers. Exactly what is Omore teaching school-going kids? That their teachers are monsters who need to be dealt with?

Second up is the campaign that has surely achieved the objective of tapping the viral potential of social media and ish. Full marks to everyone involved for the super creative outdoors and radio spots. This silence is brought to you by Omore Buzz? Brilliant! Billboards with no product shot or even a logo? Even better! I have no issues with poking fun at the original SRK, either. Happy Birthday to him, by the way!:p

But in all seriousness, making fun of Sahir Lodhi again exemplifies the immaturity that is apparent in the Magic Hat ad. Sure, go ahead and poke fun at celebrities but, hey, does it even make sense in the context? “Umm no, it doesn’t really make sense per se…but who cares?…it is such a brilliant line…let’s just put it in somewhere!”.

This is not supposed to be a hate article. I generally love Omore’s ideas. Being creative is great, but you gotta  be responsible too!


5 thoughts on “Onomore

  1. Whenever I watch omore ads i feel a bit uneasy about the effect these ice-creams will cause upon consumption. When the time guy eats the ice-cream, he starts fancying girls around while when a girl eats it, she wears a stupid saaree and dances with boys around. Similarly, the brand’s very beginning ads promote some kind of tickle happening after eating the ice-cream. All I understand after watching these ads is that omore shows reality to the viewers but in a very secret manner.

    As pointed out by Nadia Khan in one of her shows (geo phir mazay se), adulteration (milaawatt ) is being done even in ice-creams these days in Pakistan. Usually ice-creams are manufactured using milk fat. Whole milk contains 3% milk fat, but ice-creams contain 12-18%. Milk fat is specially added to the ice-cream mix before foaming the mix. In Pakistan, fats of animal origin are being mixed instead. And most of these fats are imported for manufacturing low quality soaps. These fats upon consumption could result in health-related problems in a very long-term, but we being Muslims do believe that consumption of something haraam brings about temptation to do bad things. One reason why pork has been prohibited upon us is that the animal is considered reservoir of bad temptations, it’s meat or fat consumption is ought to bring about the same impact upon us. Moreover, as the animal inhabits muddy environments, its meat and fats also contains pathogenic microbes which can only be destroyed on high teperatures.

    In a nutshell, the reason behind omore’s bad after-taste or the lesson behind its ads according to me is the inclusion of bad fats into te ice-cream.

    • The company’s milk-based ice-creams and whole milk used to leave an unpleasant after-taste in my mouth when these products newly made their place in Karachi market, but now I believe the company has improved its products’ organoleptic quality.

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