The dialogues, the theme, the connection with audience, on point

One, it uses the same basic concept of food/taste as a way to trigger specific memories/people very effectively, totally in service of the product. Bail Kolhu brand of mustard oil was launched in India in 1986, so it is contextually accurate and appropriate within the narrative that involves remembering the mother who used to make pickles using the same oil (many years ago). This establishes the 35+-year-old legacy of the brand. Two, within the Raksha Bandhan theme, it has the brother, in work formals, heading to the kitchen and, making with his own hands, fresh pickle just the way their mother used to. And here, the brand's connection is aptly brought to the fore.

Overwhelming!The Lyrics....The concrete connect of taste of Mango Pickle, the Oil (which is a key ingredient in Mango Pickle) and Nostalgia/Memories/Legacyof Taste & Oil as the Sister is Pregnant (and so wants to have something tangy and is remembering her/their Mother).By the way, there's no cliche of Rakhi being tied, though it works beautifully for the relationship!A simple, actually a commodity Product, film that elevates and so solidly positions a Brand of Mustard Oil as a benchmark for Mother's Love, for Childhood Memories, How a Brother-Sister Relationship should be nurtured, for enduring Taste.... Overwhelming indeed.

Brilliant, and creative. Bail Kolhu, brand gets new lease of life with metro sexual man, rolling up sleeves to make pickle..Its intrigue, to associate, brother making pickle, nostalgia and linking with great occasion. Curious case of Ingredient branding, in Indian context". BAIL KOHLU, INSIDE " mango pickle.

The dialogues, the theme, the connection with audience, on point