Dhoni Selling Engine Oil, Sachin selling Inverters, Virat Kohli selling watches and bikes and so on…The list is endless! As you know there are lot of advertisements that are featuring celebrities and to add to it, they are charging crores for the same. Almost every other product is marketed using celebrities and at times it is gets so confusing that you end up thinking who is promoting what.
The most important thing is that the celebrity should be able to connect with the consumer and in this process celebrities’ credibility also comes into picture. The consumer should have a credible belief that the celebrity would be interested in buying and using the product. But there are also times when celebrities distract attention from the message being conveyed. The best example for this is Katrina Kaif in Slice ad, this ad increases the glam factor but the audience hardly focuses on the product and diverts the entire attention on the actress.
Who can forget advertisements, featuring stars like Tabassum (Prestige pressure cookers), Jalal Agha (Pan Parag), Kapil Dev (Palmolive Shaving Cream) and Sunil Gavaskar (Dinesh Suitings). They were classics and one could easily relate these products with the stars promoting these products. A standard example here is Coke, which, till recently, didn’t use stars at all internationally. But in India it was a first for them. The result was a hit where in we remember Aamir saying “Thanda matlab Coca Cola”.
But there are also times when the product suffers due to the actions, behavior or popularity of a celebrity. Everyone was aware of the fact that Tiger Woods was dropped by Nike as their celebrity brand. And the latest one was Saif Ali Khan with the recent punching episode. So when he says “Have I made it Large” the audience will surely recollect his previous acts (misbehavior). In the recent times the market is flooded with celebrities endorsing many products .
Having a new celebrity every few years doesn’t make sense. Not to forget, today’s consumer is well informed and difficult to impress, and they are only influenced by advertisements that are relevant and provide information. Consumers don’t want to have products pushed at them, even if its from a celebrity. So are you bored by Celebrity Endorsements? Do let us know your favourite brand promoted by a Celebrity 🙂
I just happened to observe the frequency of commercials by Telecom Service Operators, seems to be all over various channels. Television is one media where major telecom players have cut to cut competition. On one hand we have Airtel, Vodaphone & Reliance competing against each other and on other hand we have Idea, Docomo and BSNL fighting for the fame. What is so special that these biggies are trying to sell?? Yes newest of all – it’s their 3G services!
Who can forget the IPL season 2 when Vodaphone launched “Happy to help Series” saw the birth of the Sir je Zoozoo (Animated cartoon Character/ eggshell like characters) created to tell a new value-added service story each time. Vodaphone has kick started its 3G service in India and to promote it here they are Vodaphone’s Smartest Brand Ambassador the ZOOZOO’s to bring something exciting for the day- Next Avatar..it is “3G superman”. The Zoozoo turned superman and performed unearthly tasks to denote the speed of Vodafone’s 3G Internet. This commercial is classy not only among the teens but amongst all age groups.
Airtel is not behind the competition, where Vodaphone is promoting itself with these Animated aliens airtel gives it back with ads that touches the heart. Airtel touches the Indian’s heart with two things that always win – Soldiers and beautiful devoted lover/wife. Airtel uses this ad to convey the nearness of loved ones, with their 3G network. A solid Punch line “Dil Jo Chahe Wo Pass Aaye” has hit the youth makes it a must pick service by youngsters and Old people young at heart.
Reliance comparatively focuses on portraying its ads with more emphasis on the product than anything else. It started late in the competition but has come out with simple yet fantastic Ads making it viewer friendly (atleast they understand what 3G actually means) unlike Vodaphone and Airtel.
Idea is an example of creativity in Indian Advertisement industry. Sir jee (we all know who he is J ) is of course doing a very good job with his solid punch” “An Idea can change your life”, “Walk when you talk” and “No Idea? Get idea”. The latest 3G ad features two of the Abhishek Bachchan avatars – 1G and 2G – waiting for the bus to watch an IPL match, but in vain. Immediately, the model’s 3G avatar arrives with the next generation technology and shows them the match on mobile internet. Not sure if viewers actually think about 3G or Sir je J
Docomo and BSNL are still behind the league in this 3G Ad world..am sure with the competition going stiff they will pick up with the pace.We all have seen plenty of advertisements by different 3G operators and all are doing their best to impress the audience right from Airtel to Docomo to Vodaphone.
Which one is your favorite Ad campaign and why do you like it..how exciting they are..!! Do let us know about your views on the same.
So, finally we had at least 3 media friendly reasons to remember Gandhiji’s anniversary this year. In past, we mostly had a Gandhiji movie and some news gossips about Bapu. So what made me write this post ‘TODAY’? It’s simply because this is the first time when I heard about Gandhiji’s anniversary 4-5 times a day through different media-
This was BIG. The first thing we usually do every morning is open a browser and hit Google. I was amazed by the Google’s Doodle this time, featuring Gandiji over the prominent G-Letter and it looked perfect. In fact, I think this was one of the very bests of Google’s doodle! I saw this news spreading like wildfire over Facebook and other blog sites and was one of the best reason for so many internet savvy people to know about him on this day.
Montblanc’s 11 lakh Pen:
There was this other news 2 days back where Montblanc announced the launch of a luxury pen on Gandhiji’s jayanti. The pen costs whopping 11 lac Rupees and they just have 241 pens (Inspired by his 241 Mile Dandi March). This was a bit controversial as people also said that Gandhiji always led a simple life and such high profile fashion pen doesn’t suit his kind of style. Whatever the reason, we remembered him one way or other :).
Later in the day India’s Minister of State for External Affairs Shashi Tharoor sparked off a debate on whether Gandhiji’s birthday should be a public holiday. He said “Gandhiji always said that work is worship and hence we should also fulfill our responsibilities on this day!” Controversial enough, this also raged a roar over Facebook, Twitter and Blogs.
Overall a media friendly day for Gandhiji, he remains India’s most famous icon even on his 140th birthday.