It is quite unfortunate that a city of as big scale as Lahore is quite deprived of the opportunities and facilities of family entertainment. The growing population and rapid urban development has changed the face of Lahore but amidst all this development the facility of family entertainment is still not to be found easily. That is why whenever there is something family related comes to the city Lahoris welcome it with open arms and be entertained to the full.

This past weekend Lahore got one such event, Masala TV Family Festival organized by Hum TV was a real crowd puller with its festivity.

Many MFCG brands were their for the brand activation which is quite a healthy sign and shows that eceonmy has that life in it which can afford such exercise. One brand that stood out with their activation was Kashmir Banaspati…. Okay now I am thinking in my mind that famous TVC of Kashmir Banaspati released back in 1998 “Khalis Lazat Khalis Taqat Kashmir Banaspati!!!”

Down to the track Kashmir held the brand activation on both online and offline grounds. Online they had hashtag of #JeenayKaMaza which was used by the twitterati to tweet their heart out about the brand and their activity at #MFF15.

Here is my analysis that why the brand activation of Kashmir Banaspati AKA #JeenayKaMaza  was a hit at Masala TV Family Festival 2015

1.     A well known name

When it comes to Kashmir Banaspati and cooking oil it is not a stranger to those who are into the acitivty of cooking. I cant say rest of the fellow Pakistanis but I have a very strong nostalgia attached to that vintage tin can of ghee. Yes the one with yellow color and hand paineted pattern of Kashmir landscape on it. New one is also good and refreshing but nostalgia has its own taste, however the Jeenay Ka Maza is certainly in accepting the change and freshness of new things. So one big reason is the association this brand has built over the years with home chefs.

2.     Not just cooking be active and win

The stall indeed was about cooking, food, the healty oil and ghee awareness of Kashmir but that was not just it. There were many activities such as fortune wheel and dart games for those who are not into cooking but like to be activtive and win, and what makes such activity a hit, yes exciting giveaways!

3.     Testing the frying skills

Lets admit it no matter how health conscious we try to be fried food is our weekenss we crave for it we love having ghee and oil floating over our food some times. Frying is considered as one of the easiest form of cooking but it is not as easy as it seems on its face value a whole art and science goes behind it. And Kashmir tapped it well with the frying skills test activity at the Kahsmir stall. Those home chefs at the stall tested their skills and proved that frying is not just about heating oil and drop frying objects in it, it is actually about patience and precision.

4.     Winner walks away with gift

As I said that frying is not an easy job so the winner of this test must be rewarded well. The winners of cooking activity got the gifts. It was quite a smart move, Kashmir engageeed the audience in the activities gave away gifts to the winners and amidst all that successfully created awareness about the product the importance of proper skills in frying and the health & nutrition value of their product.

5.     Exuberant of excitement

Its all about excitement and fun in the end an opportunity to go out on an off day and spend time with family a little different than the regular routine. #MFF15 was quite an opportunity to spend such day and it was very much complimented by Kashmir’s stall where the brand made sure to show its positioning strategy of being a family brand a brand that has history of creating asosiation that lasts ages, that is the reason that we still remember that vintage tin can of ghee the painting on it, classic TVCs of it from 90s especially those TVCs which used to appear in the morning transmission of PTV hosted by Mustansar Hussain Tarar AKA Chacha Ji, and the success story of being in the business with a loyal consumer base. The stall of Kashmir at #MFF15 showed it all in a very subtle way, in all it was a celebration of #JeenayKaMaza