Wednesday, March 7, 2018

Magnum Ice cream - Wild and Cool

Magnum - Unleash Your Wild Side campaign was launched in India in the summer of 2017; it is actually a part of an international campaign. In a product category such as ice-creams it is very difficult to find a differentiator that can make the advertising proposition distinctive and provide a competitive edge for the marketer. Ice-cream brands have always been innovating by bringing in new flavours and presentations to stay ahead of competition; by presentation I mean making the product available in sticks, cups, cones, sandwiches, flavour combinations and so on. The theme of

Wednesday, January 10, 2018

EyeSpa - For Your Eyes Only

EyeSpa Relaxing Eye Drops was launched pretty recently, couple of years or so; it addresses the problem of eye irritations caused due to various reasons. The campaign has caught my eye.
Eye irritation is a common occurrence and the obvious remedy is to use clean water to wash the eyes and get some relief. But what does one do if the problem persists; consulting a doctor is an option but could be

Friday, August 18, 2017

Would you want your air-conditioner to be repaired in the middle of the night?

The Carrier AC Round-the-Clock advertising campaign which was launched in the summer of 2017 reminds me of the time when I was studying marketing management a long time ago. The gentleman who was teaching us happened to mention about a similar campaign for an air-conditioner brand which introduced 24 hour service to its customers way back in the 1960s. What was being communicated was that if your AC were to stop working or malfunction at any time of the day or night you could call up the company and they would send a technician to repair it. The company introduced this service to have a competitive edge. The result was that the idea flopped; the simple reason for this was that, if your AC stops working in the night, you would not want to call the service centre to have it repaired, you would simply switch the fan on and go to sleep. Why would you want the technician at your home in the middle of the night? That was the reason why

Thursday, July 6, 2017

Who is a celebrity?

Recently Advertising Standards Council of India (ASCI) has come out with certain guidelines to be followed in case of ad campaigns where celebrities are used, that is because celebrities are great influencers and have a responsibility in ensuring that the claims made in the advertisements are true and not misleading; this has been done in the interest of the customer and also the celebrities themselves. Celebrities are used in advertisements to add credibility to the claim or offer made, more so when the ad agencies run out of ideas.  It is now generally felt that a celebrity should not endorse a 

Saturday, April 15, 2017

Patanjali Ad Campaign — Bringing Back Swadeshi

Patanjali Ayurved Ltd. is the biggest success story in the Indian consumer products industry in recent times. No consumer products company, whether Indian or foreign, has grown so fast and has been able to market such a large number products in India in such a short time. The company was founded by Baba Ramdev and Acharya Balkrishna in the year 2006, it grew very rapidly and it claims to have posted sales of Rs. 5000 crore (approximately US$ 770 mn) in the financial year 2015-2016 which the company wanted to double in the following financial year; have they been able to achieve it? So far I do not know. It plans to increase its reach by having 4000 distributors, it wants to have over 10,000 company owned outlets and 100 Patanjali-branded stores and supermarkets. As reported in the media it has tied up with retail chains like Future Group and Reliance Retail for deeper penetration; it has plans to set up six new manufacturing facilities in different parts of India. Patanjali Ayurved claims to have 500 products in categories such as ayurvedic medicines, soaps and toiletries, herbal cosmetics, cooking oils, food, cleaning products and perhaps more; it also has sights on the clothing market and desires to launch its brand of jeans; the list keeps increasing.

Thursday, December 15, 2016

‘ODDS’ – A Great Effort but less inspiration and more pity

I regularly watch ‘All About Ads’ on NDTV Prime, thanks to it I came to know about two digital ad campaigns, one is ‘Odds by Addidas’  and the other is ‘Uber moves Shankar’  I would have not known about these campaigns otherwise, so thank you All About Ads. ‘Odds by Addidas’ is only on the internet, whereas the Uber campaign is on internet and is supported by press ads. In this article I will discuss the ‘Odds by Addidas’ ad campaign, I would also like to discuss the Uber campaign but I will keep it for later.
The ‘Odds by Addidas’ campaign is different from others for two reasons; firstly, it is strictly on the digital platform – no TV, press or any other media. Secondly, through this ad campaign Addidas offers a special pair of shoes for para-athletes, the pair could comprise two lefts or two rights shoes, for athletes with one foot. The shoes can be bought from their site . The idea of having two lefts or two rights came from Taproot Dentsu India, the ad agency that conceptualized the campaign; a unique idea indeed. The campaign was launched this year during the time of Paralympics at Rio de Janerio, Brazil.

Monday, August 1, 2016

It is cold press time

 Usha International, a company well-known for its sewing machines, fans and other electrical appliances has launched Usha Nutripress Cold Press Juicer this year. As the name suggests the product uses the cold press process for extracting juices. The message in their advertising campaign is very clear – since the product uses cold process the food is healthier and tastier. The brand name Nutripress itself suggests nutrition. After seeing the ad campaign, my immediate thought was – since Usha Nutripress is cold press juicer, does that mean the other brands of juicers which do not use cold press generate heat? What exactly is cold press?