In today’s world, women are sometimes still stuck within the rules of society, of being told ‘what to do’ and ‘what not to do’. Is the path to self-fulfillment in life challenging or refreshing? Titled ‘Oath For Her’, Shan Foods’ new campaign features Ushna Shah. The TVC broke across channels and digital media on February 4, 2022. The one-minute and 20-second long TVC is a strong yet sweet story within itself.
Watch the TVC here
The ad film opens with future doctors taking the Hippocratic Oath. Ushna Shah is introduced right away. She is accompanied by her husband and mother-in-law (Saba Faisal) in the audience. In the next shot, Shah is seen going to the hospital for her duty; the husband takes care of the child and Faisal cooks food using Shan Karhai masala. While Faisal initially seems irritated, she realizes that her bahu is a doctor, and that supporting her is essential to help her fulfill her dream. To encourage Shah, her mother-in-law along with the tiffin and baby visits her at the hospital.
The well-executed ad film captures the true essence of #OathForHer, the love and connection between the family members to help them reach greater heights. It sends out a clear message to make the future shine, ensuring that being a doctor comes first than a doctor bahu (daughter-in-law). The campaign manages to put its points across well and is accompanied by moments that are not only heart-melting to watch but is the first step towards a revolution. It brings to light an important issue that over 23% of the female doctors in Pakistan practice medicine after passing out from medical colleges. The rest of the 77% are unable to practice because of a multitude of reasons. The inventive hashtags is brilliant, not limiting the campaign to the ad itself but encouraging all of us to make a promise to ourselves and the women around us to do better.
Over the last four decades, Shan has been the ‘Soul Food’ of households. It’s not just a spice mix, it is the most loved brand in the nation. We’ve all been enjoying bites of happiness every day with Shan. Like always, this ad film holds many takeaways in terms of brand connect and storytelling, and Shan has taken itself beyond, continuing to support women everywhere.
