Not only is this confused advertising, it’s not funny in the least, and it’s in very poor taste
How can the Amul bhais make your kids devour more of their high protein paneer… which the brats usually loathe, or loathe anything that's 'healthy' for that matter? Well, one sure-fire way, according to the brand manager, is to amusingly scare the hell out of the kids. And their doting mothers.
In one commercial, set inside a shopping mall, mom and the kid are seen in action, topping up groceries in a trolley. In front of them is an India Un-shining chap (read: skinny and underfed). The kid does what kids do best in mall stores. He rams the trolley up the poor dude's backside, and the latter goes zipping across the marble flooring. The mom, instead of rebuking the kid for the prank, warns her boy that this would be his fate too if he doesn't start consuming Amul Paneer, like right away. In the other commercial, the same India Un-shining fellow is seen getting literally blown away when a table-top fan is turned on. Again, the mom points out to Mr Under Fed as a warning to her child.
It's all gone wrong out here. Not only is this confused advertising, it's not funny in the least, and it's in very poor taste. For one, the advertiser is trying to speak to both, the moms and the kids at the same time. This is dangerous stuff, as their motivations are totally different. (Mom would look for the health factor and the kids would crave great taste). And in trying to do so, it ends up pleasing no one. The slapstick humour takes the seriousness of the health story away. And the humour used is so juvenile, the kids will have a few giggles and then send people flying into the stratosphere with the trolleys inside shopping malls, but will completely miss the paneer saga. And will therefore continue to detest paneer while giving hell to people in public places. In short, bad advertising.
And worse of all, the advertising really lacks taste, whether the paneer does or not. Mocking at a malnourished man, in a country where a huge population is malnourished, is cruel and un-funny. What lesson does it impart to the already spoilt brats? That it's cool to make fun of the underfed? Should such communication be even allowed to run in the first place?
Net-net: Poor strategy. Poor creative. And totally irresponsible too.