Behind the Story: The Brand New Video Commercials of Chaldal
Chaldal recently launched a series of video commercials on online and offline platforms. The commercials were directed by the eminent Film Director Mostofa Sarwar Farooki. This was one big step for Chaldal to invest in Brand Marketing. In this article, I’d like to share some backgrounds that inspired us throughout the process.
The Starting Point
Producing and promoting video commercials is an expensive process and to some extent, this is a luxury for startups. When a business isn’t very sure about its fitness in the market, it’s really hard to determine the objective of the mass communication, thus the messaging. Promoting the wrong message could be devastating and the examples of such cases aren’t very rare.
Great startups are always in a position of innovation and they try to keep control over communications. So most of the time they try to focus on performance marketing and at some point, they develop a list of action items that work for them.
In the journey of the last 8 years, Chaldal has built a process of promotions that works well. As it started expanding nationwide, experimenting with new ways of communication became obvious.
The Storyline
We started a discussion with Mr. Farooki in early May 2021. After the initial rounds of discussion, we marked our challenge — what message we should convey? A couple of weeks went clueless.
The starting point was a simple blurry photo. One of our Branch Managers shared a photo in our internal group. He went to settle a complaint raised by Mr. Abul Hayat, the legendary actor who is a regular customer of Chaldal. After settling the issue, he couldn’t resist taking a photo with the legend. The photo was shared with Mr. Farooki. Then suddenly a storyline started circulating.
Promoting Hassle-free Convenience
2020 was a happening year but, 2021 was a critical year for e-commerce businesses in Bangladesh. There was a big drop in trust level because of some incidents. Chaldal also witnessed the hit for a while. Gaining trust was one core objective of the storyline. We built 5 stories that represent the services of Chaldal.
Fastest Delivery: Chaldal is the pioneer in developing the infrastructure for grocery delivery in the shortest period. People rely on Chaldal and it’s a big responsibility to handle every order we serve.
Variety: Chaldal offers the widest range of grocery and household products. To ensure the availability of this range, we are building the most systematic supply-chain process in the country.
Return Policy: Providing customer services is one thing Chaldal keeps doing 24 hours a day, 7 days a week. We offer a simple return policy, fully focused on customer satisfaction.
Accessibility: Chaldal is accessible through multiple channels. Anyone can place an order by calling the hotline number or using our app and website. There is no limit with the order amount and we offer a very low delivery charge.
Convenience: People should not have to waste hours in traffic, brave harsh weather, and wait in line just to buy necessities like eggs — this is our mission statement from the day we started.
For me, it was the first time for many things. I’ve witnessed the production process sitting beside the most powerful director of our time; experienced the immense hard work for hours to make a perfect shot just for a few seconds. I felt the pressure of determining the right time of launching and fearing the public reaction. Dealing with media planning and buying is a brand new experience for me.
It was a massive learning process and I’m really curious about the next chapter.
