On the eve of Gandhi Jayanti (meaning birth anniversary of Mahatma Gandhi), here lets see an advert by UNICEF, a real brilliant piece. In case you aren’t able to understand why, try concentrating at the lower side where the promise to pay is written. But although its a nice idea as a concept but its a bad ad as the result of ad wont be as required by business. I mean such an ad will be appreciated as an idea but wont ever stop a person from giving a bribe! So thanks but no thanks…
But there is another ad using same Rs500 note thats worth its salt, its of Iodex. The film opens on a man walking on a lonely road. Seeing a five hundred rupee note he stops in his tracks and is tempted to pick it up but then he ponders over something. After much deliberation he moves on in disappointment without picking up the note.
The ad ends with the super and product shot: “Peeth dard? Iodex.”
A twenty thousand euro dress, two thousand hairdo, 24carat diamond set jeweled in platinum… still your dress-up wont be complete without that subtle or expressive élan by virtue of a fragrance. How many times has just a sniff of it changed our mood? or made us float in air, brim with confidence or just bring a smile with closed eyes!
With such a stake they don’t command a cost based price, but get based on perceived price. It becomes a high involvement and in many cases the highest. As such it becomes a marketer’s dream turf. Some reach the zenith and other get branded for life in nadir.
Idea always is to make the customer move to non rational purchase, make it go through heart and not mind. Once its done then it paves a huge path for extraordinary profit, changing of brand name to a symbol or an icon.
Chanel No.5 has been such a brand that has ruled now for almost a century (it came out in 1921) and is still fresh. Coco Chanel had once commissioned Ernest Beaux to make six perfumes, which were labeled No. 1, No. 2, etc. through No. 6. It was bottle No.5 that was to Chanel’s liking and became the chosen formula. No. 5 is famous for being the first perfume to heavily rely on synthetic floral aldehydes as a top note. Before synthetics, perfume either had to be applied very heavily before going out to ensure that the fragrance would last, or frequently throughout the night. The expensive manufacturing process of No.5 had made it to be the most expensive perfume at that time; which still holds true.
The cost to marketer for maintaining such a brand? The following 180 seconds commercial for television broadcast and cinema advertisement was made at whopping budget of $42 million USD which was financed exclusively by Chanel.
Now Keira Knightley is all set appear as the new face of Chanel,to launch an advertising campaign to promote the fragrance Coco Mademoiselle. Keira has replaced star model Kate Moss as the latest face of the firm. Chanel had earlier decided to abandon Kate Moss from its promotional campaigns after her drug scandal.
The second brand that has been catching my eye is the range of Bulgari (BVLGARI) which has come up with innovative designs of packing or ‘vials’. The packing of perfumeries is amazing to eyes and the olfactory organs of our body. I in particular liked the product on my right. An impressive packing, then the usage leads to a complete experience of having this perfume for self. Quoting from wiki, The company was founded in 1884 in Rome, Italy. The current flagship store was opened in 1905 by Bulgari with the help of his two sons (Costantino and Giorgio) and the store quickly became a place where the world’s rich and famous came for the unique, high quality jewelry designs combining Greek and Roman art. Although the company made a name for itself with jewelry, today it is a recognized luxury brand that markets several product lines including watches, handbags, fragrances, accessories, and hotels.
What would a successful advertisement be composed of? A catchy jingle some say, others argue a video that prompts consumer to wait and search for it, and the mainstream critics would point out on the tangibles and intangibles that the company gets from the ad say brand equity, sales surge, brand loyalty.
While the mainstream critics will have to wait to react on this Parachute Advanced ad, the others are all up in cheer; me being just one of them. A perfect ad to my eyes and ears ! The other results can wait
As has been from some time I agree even this post is coming bit late. It’s about Alpenliebe roping in Kajol as its brand ambassador. Mind it; this is the first time in fourteen years of successful existence of the brand in the India that Perfetti Vanmelle is relying on celebrity endorsement. Earlier it tagged on children and their innocent naughtiness.
The new campaign has taken from what has been the ad strategy of various mint based candies like Mint-o-Fresh or ChlorMint. They all use what has been labeled as the ‘Absurdism’.
Plot is that Kajol pops the candy at an Alligator at a zoo and the alligator starts following Kajol everywhere. The brand now uses the tagline “Lalach Aha Laplap” instead of hugely popular “Jee Lalchaye Raha Na Jaaye“. According to a report in AgencyFAQs, the company feels that Kajol is the right fit for the brand and will help to take the brand to the next level. In Kajol I have no doubt, question is whether the ad is a right fit for the brand or not? All these impulse buy brands have one problem; getting consumers to buy them which is driven largely by mind recollection when one visits purchasing point. Hence the absurd ads; so that the people remember or a jingle or tagline. Now with already a hugely famous tagline “Jee Lalchaye Raha Na Jaaye“; I guess its dilution of brand image in mind of consumer to shift from there. Striking gold with such a concept is not easy so it’s a gamble that Alpenliebe has taken.
As has been talked about, the brand would have paid a good amount for the animation and even Kajol would have cost them nicely as she has showcased her ad presence very profitably as far as attention and recall is considered. But would it take the brand to further levels of sales is a question I really doubt!
If you are an Indian who has an access to TV then there is no doubt you would have gone through the ad-space bombardment by “Bingo” snacks. After venturing into biscuits and Pasta food segment, Bingo is the third attempt by ITC to enter into the Rs 20 billion fast-moving branded snack market. The market has been growing at an impressive 30% rate and has already made Pepsi gain its double figure growth rates in last two years. Kurkure, the only second Indian brand where an MNC developed a product for Indian market and then took it abroad based on its huge success, has already shown the preference of Indian taste. Not to be shunned by market, ITC has poured in months of research of consumer behavior and consumption habits insights. Its team of people, according to the strategist (the Strategy supplement of Economic Times), had visited all over India to come up with these research results.
The adverts, done by O&M, are being perceived by many as irritatingly boring. Some feel that these are worst TVCs done by ITC as there is no entertainment factor. Irritating – Yes, but these adverts arent that boring. The idea of any advert is not to be entertaining, it may become one as a consequence, but the aim is to get the person buy the product. Now with heavy bombardment of these ads ITC has made sure everyone knows about the brand Bingo, and that too not as just another local snack maker’s but from some respectable name. The quality of ad execution does make an imprint. One may not like the ads but when one goes to marketplace, then a string of Bingo’s is sure to catch attention. Then one can remember the Mad Angles from the TVC and connect to present visual. And then is when this TVC does a goal.
Ready to eat food segment is an impulse buy segment, so top of the mind recall is very necessary. And with such advertising, it surely will get more first time testers. At second step comes the consuming experience, if the snacks are able to hold back the consumer for a next consumption, the cycle gets complete. Now how will consumers respond to the taste is yet to be seen. So lets see if Bingo will go the Sunfeast biscuits way up or the Pasta way down.
On the eve of Gandhi Jayanti (meaning birth anniversary of Mahatma Gandhi), here lets see an advert by UNICEF, a real brilliant piece. In case you aren’t able to understand why, try concentrating at the lower side where the promise to pay is written. But although its a nice idea as a concept but its a bad ad as the result of ad wont be as required by business. I mean such an ad will be appreciated as an idea but wont ever stop a person from giving a bribe! So thanks but no thanks…
