Develop a follow-up TV commercial (TVC) to continue our successful "Happy Shakarbura" and "Happy Pakhlava" theme, with two primary objectives: to congratulate the nation on one of its most beloved holidays and to further encourage consumers to choose Westgold for making holiday sweets.
Nowruz is celebrated for its rich history, philosophy, and heritage. However, what people truly cherish about the holiday are the fun activities, like jumping over bonfires, and the special holiday sweets, especially shakarbura and pakhlava (baklava). Our previous campaign had tapped into this sentiment effectively, and we aimed to build on that success.
Building on the success of our first TVC, we continued with our playful twist by "re-naming" the holiday greetings to "Happy Shakarbura" and "Happy Pakhlava" instead of the traditional "Happy Nowruz." This second TVC in the series adopted a family-oriented approach, featuring the renowned opera singer Fidan Hajiyeva and her family. The commercial depicted them joyfully preparing and celebrating with shakarbura and pakhlava, highlighting the warmth and togetherness of the holiday. Fidan Hajiyeva’s positive image and respected status in Azerbaijan significantly benefited the Westgold brand. As a celebrated opera singer, Fidan is associated with elegance, tradition, and cultural pride, which align perfectly with the values of Nowruz and the quality of Westgold products. Her involvement in the campaign added a layer of authenticity and trust, making the commercial more relatable and credible to the audience. Viewers associated her positive attributes with Westgold, strengthening the brand's image as a premium and culturally resonant choice for holiday sweets.
