Tyrone Tellis
Sr Manager Corporate
Sales and PR
Bogo
Here’s an ad that has been trashed so much that Oscar the Grouch could call it home. To be honest, I really don’t think it’s that bad. Hania is popular these days, so she’s a great choice and has the bubbly personality to suit the product. The idea is over the top, but not exaggerated to the point that it felt cringeworthy. However, I do think they did go slightly crazy with the execution. Her mouth oozing chocolate like a vampire was not an appealing image, especially as this is a food ad. Dil Walon Ki Chocolate–Opus but not for the Kamzoor Dil Wale.
Waqas Pervez
SGM
Zellbury
When I was asked to review this Ad, my initial instinct was to be grumpy and share what is wrong with the ad. However, I will take a different turn altogether and share what is missing and how this could be improved further.
The Good – product packaging and placement is excellent, in fact, I would say it is the perfect replacement for soft mints that are usually the go-to option for any corporate conferences, seminars or even board meetings. It has all the appeal of corporate chocolate. The jingle is catchy, the dance routine was exceptionally good, but in isolation.
The improvement areas from my side are that the Hotel staff just brings her the tray full of chocolates, yet she looks left and right before deciding to pick it up. It could’ve been just there on the table, or some backstory to it.
The transition from the lobby to dancing on the sofa on the rooftop could’ve been trimmed. The music and dance routine were really good, but it didn’t add anything to the narrative. There was a disconnect. In some places, they forced the narrative of the seductive nature of chocolate, which was once again not required at all! Verdict? The story had no closure. Who was she waiting for in the first place? While all the above angles are correct on their own, together they do not complete the story. These could be three different ads, each with its own ending.
Maliha Farooq
GM- Head of Marketing & Communications
Dolmen Group
The Dil Walon Ki Chocolate Opus ad featuring Hania Amir is a visually rich, emotionally charged campaign that leans heavily on the sentiment of love and indulgence. The storytelling is light-hearted, aligning well with the brand’s youthful and romantic positioning. Hania Amir’s presence adds charm, reinforcing the idea that Opus is more than just a chocolate—it’s an experience. From a marketing perspective, the ad effectively uses colour psychology, warm lighting and close-up shots to evoke desire. However, while the execution is polished, the concept itself feels familiar. The brand could have pushed for a more distinctive narrative to set itself apart in a cluttered confectionery market. Additionally, integrating a stronger sensory appeal—like ASMR-driven sound design—could have enhanced the overall experience.
However, while the ad effectively builds an emotional association, it leans on familiar romantic tropes seen in many confectionery commercials. There is very little that differentiates Opus from established brands in terms of storytelling or sensory branding. The execution is sleek, but it lacks a unique selling point, which might limit brand recall in a competitive market. A stronger neuromarketing-driven approach, such as textural close-ups, ASMR elements, or an unconventional plot twist, could have made the ad more immersive and memorable. Overall, while the ad succeeds in evoking warmth and romance, it plays it safe rather than innovating. To truly carve out a distinct identity, Opus might benefit from bolder storytelling and a deeper sensory connection with the audience.
