1. 1. RADICALLY DIFFERENT RADIKAL RICE By Dr. Arvind R. Shenoy, Consumer Product Researcher
2. 2. TWISTED FACTS AND MANUFACTURED MYTHS Most of the TVC's that you come across depend on twisted facts and manufactured myths to fool or lure consumers into buying their product; RADIKAL Rice TVC , in this case, is no radically different!!!
3. 3. THE RADIKAL RICE TVC KEY MOMENTS
4. 4. STORYLINE The Radikal Rice TVC lasts for 31 seconds; it shows an aged Tarun Tejpal look-alike captain leading ancient Greek (or is it Roman?) soldiers observing an ancient Indian encampment through a spyglass where they find a few soldiers lying asleep. Emboldened they rush forward to launch a surprise attack on the Indians. But, even as they aggressively approach the Indian camp they are collectively waylaid and trapped into a massive net. How did the Indians remain so vigilant and alert to the designs of their enemy? The TVC voiceover informs us that the reason behind the loss of the Indian soldier's soporific tendency is due to the fact that they eat the radical Radikal rice which is "cholesterolfree', 'gluten-free' and contains 'healthy carbs'.
5. 5. CLAIMS SHOWN GRAPHICALLY
6. 6. ANALYZING THE RADIKAL TVC Now, Rice naturally does not contain cholesterol or for that matter gluten. About 'healthy carbs'; Radikal should explain why the carbs in their rice are healthier than those found in other Rices sold in the market since they also emphasize in the TVC that Radikal rice "does not induce sleep, but makes one active". All in all, this is just an example of marketing hype for misleading the paying consumer.
7. 7. ADVICE TO THE CONSUMER Do not be confused by the concept of the healthy carbohydrates as touched upon in the above TVC. Healthy carbohydrates are essentially complex carbohydrates found in vegetables, beans, whole grains, and fruits. You will get get these by eating unprocessed or minimally processed foods containing the food categories mentioned. Any Rice is gluten-free so what is it that RADIKAL is crowing about?!!! For more, visit:http://www.hsph.harvard.edu/nutritionsource/carbohydrates/ http://www.glutenfreeliving.com/nutrition/the-basic-diet/