Tag Archives: bipasha

Chuck celebrities. Its your marriage!

Just saw the new Tanishq ad. The fact that I remember it was Tanishq, is the reason I wanted to write this post. A simple and even predictable storyline. But it evoked an emotion. Smile. And that is the most important thing an ad should do; evoke emotions and not indifference.

Tanishq’s targeting was bang on – a crossover family. Forward thinking but also based on beliefs and culture. Here, Parents are seemingly okay about relationships. The woman has the right to take her decisions (the mother running towards the Tanishq store without being apologetic or being condescended upon. The young lady, free to reject marriage proposals, as well as decide later that she wanted to know more about the guy.) On the same time, there was also a stress on importance of marriage and the following of an arranged marriage culture.

Even the driving was done by the lady and not by her imaginary brother or the father himself, pointing towards the notion that she was a woman who could carry on the responsibilities and the family as well as any male counterpart. There was a sense of conspicuousness about the theme of a neo-woman whose family guide them for their personal decisions but give them her own space to decide.

Its positioning was something like ‘Jewellery that makes you want to get married’. That probably comes from an insight that a lot of indian parents imagine their daughters marriage whenever she shops for gold or diamonds. It narrows down the focus of the brand even more to bridal jewellery than simply any other jewellery.

The ad took you into a conversation; made you wonder what would happen and had a decent bit of charm thrown around and all this done at a disalarmingly simple look and feel.

Something more important that I saw was that the ads exposure was not in IPL. It was more on Zoom, ZEE and 9XM. That makes sense, simply because there are some brands that are giving in a lot of exposure in IPL but are more women targeted brands. For eg: Clinic all clear. Yeah, women watch IPL but more or less it is passive and a conservative guess would be that around 80% of viewers would be male.

And finally, the girl was pretty pretty too. (My beat just skipped.. funny..skip.beat.skip.beat)

(To get back my beat to normal) What was wrong with previous commercials?

Think about the Asmi’s and the Nakshatra’s and the Gitanjali’s and the Ganjam’s. Don’t even remember in which commercial Aishwarya Rai or Katrina Kaif starred. And one of them starred Bipasha too, guess it was Gitanjali. Apart from having highly photoshoped images, the video commercials looked highly complicated with dresses flowing a mile and the celebrities draped with red all over to give a bridal touch. Dramatic music also in some. It was all about looking as stunning as the star on screen and never about ‘YOU’ or how ‘YOU LOOKED’. I don’t remember all the ads currently (and my awfully slow net connection fails my attempt to youtube them) but most of them never went into the persona of the woman, this ad did.

P.S: Don’t hate me for the level of details I went into

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New trend in Celebrity Advertising?

Recently read an article on afaqs and decided to write this to delve into the topic more. Have you noticed any similarity between ads of pepsi, LG cookie pep, goodknight, clinic all clear, airtel, Airtel DTH and likes? Apart from being endorsed by celebrities, these are brands that have been using two or more endorsers lately. 1. LG Cookie pep has John Abraham, Abhay Deol and Genelia D’Souza busy selling off Abhays cool stuff. Or rather, zap it. 2. Airtel DTH launched with Kareena Kapoor, Saif, some Indian cricketers and A.R Rahman. All at your home. 3. Clinic all clear is parading the zero dandruff scalps of Asin and Bipasha 4. Pepsi’s Youngistan ka Wow has Sanjay Dutt and Ranbir Kapoor playing some really dangerous games. Earlier a bunch of cricketers too were hitting a six off the boat for Pepsi. 5. Goodknight had Rani Mukherjee for less smoke coils and now Vidya Balan for their cream 6. Garnier had Aishwarya rai walking like a supermodel (you almost thought that she is gona slip off) in a shiny red dress with a fake accent and Chitrangadha Singh as well as Genelia D Souza faking a lot of innocence on her face. 7. Airtel has SRK and turns to Madhavan and Vidya balan when they need romance. These days, it is the other guy who calls his dad and tells that he wants money for his birthday. His name skips my mind. A lot of people believe the fact that ‘A known group of celebrities speaking about the product is much more effective and reaches out to wider audiences’. In fact, these are the words of LG s marketing head. Some think that having two people is better than one and three is better than two. At the same time people believe that Indian consumers have come off age and make informed purchasing decisions. Well the matter is much simple than all this. Too many cooks are spoiling the broth. Suppose, you have to classify the above examples into like or dislike. That is which of the brands do you think manage their multiple endorsers better than others. So what have you classified? I am sure most of us like the way Pepsi, Garnier and Airtel manage multiple celebs better than GoodKnight, LG or Airtel DTH. Right? And here lies the answer. According to me, a lot of people miss out on the fact that multiple celebs work better when the brands are associative in nature. As in you would not mind flaunting that or associating or being loyal to the brand when in midst of a group of people. Pepsi is associative and Airtel DTH is not. DTH as a service has not gained that much of ‘perceived’ differentiation over one another that make them associative but you clearly have people who either like Pepsi or Coke. Garnier is associative but Clinic all clear is not. Shampoos at least in Indian market do not have that much of differentiation. Especially, if it is the sachets. One wouldn’t mind shampooing with clinic plus if all clear is not there. Same is true for GoodKnight, will I go around showing that I buy only GoodKnight. Not exactly. When the brand is associative, it makes sense to go with a larger number of endorsers given that they have a commonality vital to the brand. LG roped in the three for the new ad. The commonality being youthful energy or whatever the guys in marketing thought was the underlying factor. Well here is the down point, LG mobiles as a brand is not associative enough, at least in India, and that is why the idea is less likely to cling on. Same is true for Airtel DTH. Sun DTH without any gung ho advertising is way ahead Airtel DTH and a little behind Tata Sky. Same is true for Goodknight too, not likely to succeed with vidya balan or rani mukherjee. Not only is there no commonality among them apart from the fact that there are better looking actresses than them but we all know that they wont exactly be battling mosquitoes when at home, too.

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