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Breakthrough TVC by Monginis for "cake market expansion" ...
A bold commercial propagating a message that "pure vegetarian" cakes can be "tasty", even though they are made without "eggs". A novel thought based on a very strong "insight".
India has World's largest population of "pure vegetarian" people and even other people also follow strictly vegetarian diets on certain days owing to a very strong religious beliefs and rituals. This population cannot have "cakes" which are traditionally known to contain eggs. Even though, cakes are made without eggs, people either don't trust the claim or they think that the eggless cakes would not taste as good as the ones made with eggs.
All these factors became a major "stumbling block" and led to limiting the growth of cake market in India.
Unlike the categories like biscuits and breads, which were introduced to India by Westerners along with cakes,
became completely Indian in a short while. Whereas cakes are seen as "western food", even today also.
Both biscuits and breads used to contain "eggs" in earlier days and were seen as "western" onslaught on Indian culture and religion. But, later both these categories turned totally "pure vegetarian". And, probably for the same reason, today each of them is almost 10 times the size of the cake market.
Monginis, being a largest player in the cake market in India, thought it would be a "smart" move benefitting not only Monginis but all the players in the cake market, to create awareness for "pure vegetarian cakes" and thus break the shackles, which limited the growth of cake market so far.
The TVC therefore revolves around a theme of "Pure Veg. Cakes" and is created in the context of a family celebration which otherwise would remain "incomplete" in the absence of "Pure Veg. Cake". Thus, it very effectively communicates a message to all the "Pure Veg." and "at-times Pure Veg." population that they can now enjoy scrumptious cakes without any "guilt" and anytime !
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