We decided to bypass the usual pretentious and tedious discussions about the ancient roots and philosophical connections between nature and humanity that dominate media coverage every year as Nowruz approaches. Instead, we focused on what people genuinely love about the holiday: the sweets. Our innovative approach was to "re-name" the holiday greetings to "Happy Shakarbura" and "Happy Pakhlava" instead of the traditional "Happy Nowruz."
To bring this concept to life, we created a playful TV commercial featuring two popular TV celebrities and a famous singer. We depicted them in a seemingly traditional TV program about Nowruz, but with a non-traditional twist. The celebrities and singer joyfully engaged in making and celebrating with shakarbura and pakhlava, emphasizing the fun and delight of these holiday sweets. This approach made the commercial engaging and memorable, as it captured the essence of what people truly enjoy about Nowruz without the usual formalities.
The result was two TV commercials aired one after another that stood out as the most admired Nowruz content on TV, successfully reinforcing the association between Westgold and the joy of holiday sweets, and ultimately encouraging consumers to choose Westgold for their festive preparations.
