AGENCY : McCann Erickson
BASELINE : NA
DESCRIPTION: Two girls are invited by a Sardar to his bangle shop where he tries to sell them coloured bangles. But one of the girls asks for natkhat neela. He goes blank! Cut to a young florist who tries luring the girl with different colours of flowers but she wants a disco green. He’s speechless! Next a shopkeeper
tries tempting her with his collection of coloured dupattas but she wants a satrangi narangi colour. He is jaw dropped! The girl then says that only a Scooty girl can understand all kinds of colours as TVS Scooty is out with 99 exciting colours and signs off saying, “Uda do sabke rang.”
4Ps TAKE: A colourful ad by TVS Scooty with effective communication. While Hero Honda Pleasure is harping on its lightweight, the power idea of TVS Scooty is to highlight its USP: 99 exciting colours. With a witty storyboard and a fresh concept, this ad passes the test with flying colours!
BRAND : Lifebuoy
AGENCY : Lowe
BASELINE: NA
DESCRIPTION: A little girl wants to play with a group of boys already playing football in the rain. She stands with the ball and looks at them. Meanwhile a boy comes and kicks the ball away from her and she starts chasing the ball. Tackling a few guys deftly, she proves herself a better soccer-player
than the rest of them, as she doesn’t get conscious about the rain and the mud splashing on her like the others. The reason? She uses Lifebuoy care soap. In the end the V.O says, “Nazuk twacha ko de suraksha, narmi se.”
4Ps TAKE: Guess Lifebuoy, like Surf Excel, is now using similar mediums -- kids and mud -- to reach the consumers and win their trust. Effective strategy, we must say. One washes the clothes clean and the other promises to keep kids germ-free & clean, and therefore healthy & fighting fit. The message is clearly conveyed to the target audience: the mummies of the cute and sporty kids. And the USP remains the strong fact that Lifebuoy care soap fights germs, while caring for the skin at the same time. What a statement, that!
BRAND : Acer
AGENCY : Denstu marcom
BASELINE : Life is busy. Acer makes it easy.
DESCRIPTION: The ad starts with everyone in an office stunned over an employee screaming out that his laptop ‘hung’ in the middle of his presentation. Expectedly, he loses the contract. Enter, Hrithik Roshan with his new Acer laptop and explains to everyone in the office about the Acer’s new ‘e’ technology which helps manage your power, presentations, data
recovery, settings, security and much more – at just one touch. In the end, Hrithik says, “Life is busy. Acer makes it easy.”
4Ps TAKE: While Shahrukh is busy promoting Compaq, and Saif on his Lenovo, why should Hrithik lag behind? Acer has roped in the superhero Krishh who seems to be delivering his magic with the brand as well. The power idea is to educate the consumers about Acer’s new ‘e’ technology which is well done with Hrithik’s confident explanation. His sheer presence impresses with his persuasiveness and charm. Can we say, Acer’s got a triple ACE this time on deck?
For Complete IIPM Article, Click here
Source: IIPM Editorial, 2008
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
BASELINE : NA
DESCRIPTION: Two girls are invited by a Sardar to his bangle shop where he tries to sell them coloured bangles. But one of the girls asks for natkhat neela. He goes blank! Cut to a young florist who tries luring the girl with different colours of flowers but she wants a disco green. He’s speechless! Next a shopkeeper
tries tempting her with his collection of coloured dupattas but she wants a satrangi narangi colour. He is jaw dropped! The girl then says that only a Scooty girl can understand all kinds of colours as TVS Scooty is out with 99 exciting colours and signs off saying, “Uda do sabke rang.”4Ps TAKE: A colourful ad by TVS Scooty with effective communication. While Hero Honda Pleasure is harping on its lightweight, the power idea of TVS Scooty is to highlight its USP: 99 exciting colours. With a witty storyboard and a fresh concept, this ad passes the test with flying colours!
BRAND : Lifebuoy
AGENCY : Lowe
BASELINE: NA
DESCRIPTION: A little girl wants to play with a group of boys already playing football in the rain. She stands with the ball and looks at them. Meanwhile a boy comes and kicks the ball away from her and she starts chasing the ball. Tackling a few guys deftly, she proves herself a better soccer-player
than the rest of them, as she doesn’t get conscious about the rain and the mud splashing on her like the others. The reason? She uses Lifebuoy care soap. In the end the V.O says, “Nazuk twacha ko de suraksha, narmi se.”4Ps TAKE: Guess Lifebuoy, like Surf Excel, is now using similar mediums -- kids and mud -- to reach the consumers and win their trust. Effective strategy, we must say. One washes the clothes clean and the other promises to keep kids germ-free & clean, and therefore healthy & fighting fit. The message is clearly conveyed to the target audience: the mummies of the cute and sporty kids. And the USP remains the strong fact that Lifebuoy care soap fights germs, while caring for the skin at the same time. What a statement, that!
BRAND : Acer
AGENCY : Denstu marcom
BASELINE : Life is busy. Acer makes it easy.
DESCRIPTION: The ad starts with everyone in an office stunned over an employee screaming out that his laptop ‘hung’ in the middle of his presentation. Expectedly, he loses the contract. Enter, Hrithik Roshan with his new Acer laptop and explains to everyone in the office about the Acer’s new ‘e’ technology which helps manage your power, presentations, data
recovery, settings, security and much more – at just one touch. In the end, Hrithik says, “Life is busy. Acer makes it easy.”4Ps TAKE: While Shahrukh is busy promoting Compaq, and Saif on his Lenovo, why should Hrithik lag behind? Acer has roped in the superhero Krishh who seems to be delivering his magic with the brand as well. The power idea is to educate the consumers about Acer’s new ‘e’ technology which is well done with Hrithik’s confident explanation. His sheer presence impresses with his persuasiveness and charm. Can we say, Acer’s got a triple ACE this time on deck?
For Complete IIPM Article, Click here
Source: IIPM Editorial, 2008
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
