4 Indian Advertisements
4 Indian Advertisements
4 Indian Advertisements
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I Introduction
Many television advertisements feature catchy jingles (songs or melodies) or catch-phrases that generate
sustained appeal, which may remain in the minds of television viewers long after the span of the
advertising campaign. Some of these ad jingles or catch-phrases may take on lives of their own,
spawning gags or “riffs” that may appear in other forms of media, such as comedy movies or television
variety shows, or in written media, such as magazine comics or literature. These long-lasting advertising
elements may therefore be said to have taken a place in the pop culture history of the demographic to
which they have appeared.
Advertising agencies often use humour as a tool in their creative marketing campaigns. In fact, many
psychological studies tried to demonstrate the effect of humour and indicate the way to empower
advertising persuasion. Advertising agencies often use humour as a tool in their creative marketing
campaigns. In fact, many psychological studies tried to demonstrate the effect of humour and indicate
the way to empower advertising persuasion.
Despite the popularity of some advertisements, many consider them to be an annoyance for a number of
reasons. The main reason may be that the sound volume of advertisements tends to be higher (and in
some cases much higher) than that of regular programming. The increasing number of advertisements,
as well as overplaying of the same advertisement are secondary annoyance factors. A third might be the
increasing ability to advertise on television, prompting ad campaigns by everyone from cell-phone
companies and fast food restaurants to local businesses and small businesses.
From a cognitive standpoint, the core reason people find advertisements annoying is that the
advertisement’s offer is not of interest at that moment, or the presentation is unclear. A typical viewer
has seen enough advertisements to anticipate that most advertisements will be bothersome, prompting
the viewer to be mercilessly selective in their viewing. Conversely, if an advertisement strikes a chord
with the viewer (such as an ad for debt relief shown to a viewer who has received a late notice in the
mail), or has entertainment value beyond the basic message, then viewers tend to stay with the
advertisement, perhaps even looking forward to viewing it again.
INTRODUCTION TO MOUNTAIN DEW
MOUNTAIN DEW
Mountain Dew is a drink distributed and manufactured by PepsiCo. As of 2007, Mountain Dew
was the fourth-best-selling carbonated soft drink in the United States,
behind only Coca-Cola Classic, Pepsi-Cola, and Diet Coke. Diet
Mountain Dew ranked ninth in sales in the same year. It was
launched in India in the year 2003. PepsiCo set to roll out an
innovative ground communication package through exciting outdoor presence and
merchandising to generate awareness about Mountain Dew in all major cities and towns in the
country. In October 2008, it was announced that Pepsi would be redesigning their logo and re-
branding many of their products.
POSITIONING
Mountain Dew was positioned as an ‘energy and exhilaration' drink – same as across the world.
Pepsi started with two JWT India-created television commercials that attempted to capture the
brand's spunk and attitude.
…………………………
Advertisement 1
Mountain Dew’s “Cheetah bhi peta hai” Advertisement
This is a campaign that has confined itself to barely three commercials. The common thing in all these
commercials is the group of boys out on a safari. They are generally roaming about shouting - Do the
Dew!
The commercial shows a cheetah running in all its gusto, and one of our models following it on a
bicycle. Finally, the lad jumps on the cheetah and traps him. Then he puts his hand inside the cheetah’s
mouth...straight down to his stomach, and pulls out a can of Mountain Dew. “Bad Cheetah” - he says.
The other guys watching him say to each other - “Cheetah bhi peeta hain!” Then they show the
cheetah with all the spots gone except for a few spots which spell out - Do the Dew.
The commercial fails to follow some vital rules of advertising. There is absolutely no brand positioning.
Which bracket of people is it targeting? What benefit is it giving you?
Secondly, their models seem possessed, running around jungles with colourful clothes, jumping on
cheetahs and shouting at the top of their voices. The viewers have no point of reference to identify
themselves with either the product or the advertising tone.
Thirdly, there is no advertising message – at least nothing that makes any sense. Why would anyone
want to drink something that a Cheetah allegedly drinks? How did the Cheetah get hold of the can of
Mountain Dew in the first place? In fact, this advertisement has more environmental and wildlife
ramifications than any connection with the product.
Fourthly, it is a very paltry hand at humour. If the intention of the advertisers was to excite the audience
and make them laugh, they have failed miserably. This advertisement has induced to people only to
switch channels because of its senseless advertising message, theme and conception.
Fifthly and most importantly, the advertisement says nothing at all about the drink, except, of course, to
extol its endearing quality it to Cheetahs. What is the taste? Does it quench your thirst? Does it make
you feel cool? Is it refreshing?
If this advertisement is remembered at all, it is remembered for all the wrong reasons. From the very
beginning of the Mountain Dew’s ad campaign, it has come under some very serious firing. When they
launched their first ad featuring the infamous slogan – “Do the Dew”, other aerated drink manufacturers
immediately saw its potential by piggybacking on the fame and releasing a parody. The parody achieved
what the original never did. Today, viewers instantly relate this slogan to “No do here, go do jhaadi ke
peeche.”
The Mountain Dew advertisement failed at the ad mantra – AIDA. Although it did catch the attention of
the viewer the first time it was aired. It did not generate any interest or desire. It crashed so bad that not
only was the ad campaign scrapped, so was the product. Even if bottles of Mountain Dew line the
shelves of stores today, its sales barely make a dent in the profits of the company.
PRODUCTS
• Mach3 The first three-blade razor introduced in
1998, which Gillette claims reduces irritation and
requires fewer strokes. It claimed five improved
micro fins
MARKETING
• Strong distribution strategies played a prominent role in the
robust growth, as a result of which the brand has managed to
tap both the “premium” and the “value-for-money” consumers
By:- Sharat Verma, Marketing manager of Gillette India
BRANDING
• Thereare pressures in good times and bad but the
fundamental business principles stay the same – Innovate
and Delight the Consumer with the best propositions
With the release of Gillette Fusion, P&G also launched their new
advertising campaign called “Gillette Champions”. The following is an
analysis of the first advertisement broadcast in this series.
There seems to be little relevance amongst the slogan, the advertisement and
the product. Gillette may be the best a man can get, but how does that help
the ‘Champions’ in their respective sports? Form a logical standpoint, how
does the new razor blade assist the players?
Orbit is one of the world's largest selling chewing gum brand.In India, the brand shares the
market leadership with Center Fresh brand.Orbit was launched in India in 2004. This was
India's first Sugarfree chewing gum and together with Perfetti's Happydent, this brand
has rejuvenated the chewing gum segment in India.
Orbit can be termed as a functional chewing gum. The brand when launched differentiated
itself from the existing chewing gums with its "sugar free" property. Globally the Orbit brand
adopts the tagline "For a good clean feeling no matter what" in India, Orbit uses " for healthy
teeth and prevents tooth decay " as its main message.
Orbit White launched their most popular advertising campaign with the “Cow” series. The
following is an analysis of the first advertisement in this series.
The advertisement showcases a mad animal specialist, Dr. Bhatawdekar, who speaks in
‘Butler-English’. He expounds the special quality of Orbit White Chewing Gum that whitens the
teeth of a cow that previously had yellow teeth. His conclusion is that if it works for the cow, it’ll
work for you too.
This commercial tries its hand at humour in drawing attention and generating interest. It
succeeds to quite an extent in this intention, but also fails at few places.
The caricature of the doctor succeeds exceedingly well. Viewers immediately recall the
product, the brand and the entire advertisement on any reference to Dr. Bhatawdekar.
The product and brand are duly highlighted. They are not lost during the telecast of the
advertisement. The commercial’s message is wound around the product, making the product
and brand as much a part of the advertisement as the rest of the characters and the concept.
The advertisement also successfully plays to the sense of humour of the viewers. Any
reference to the product results in immediate association to the doctor and his cow volunteer.
This gives viewers a light-hearted view of the product.
Nonetheless, there have been instances where the sentiments of viewers have been hurt. In
such cases, it seems that the concept that starts out as funny, turns out to be a gross
miscalculation of the sense of humour of the viewers.
The characterization of the doctor and the way he speaks in English can be construed as
offensive by many viewers. Since the doctor is a deliberate attempt at making fun of bad
grammar, viewers who are insecure of their oral abilities may find the advertisement offensive.
Overall, the advertisement has no class. Viewers can be put off by the commercial on grounds
that it displays no sophistication. The attempt at humour can be seen as tending towards
slapstick comedy – and a very poor attempt at that.
However, the advertisement does not fail completely. The product and brand are imprinted in
the minds of the consumer. Any reference to the product brings remembrance of the
humorous advertisement. And consumers purchase the product, even if only out of a sense of
absurdity.
INTRODUCTION
SURF EXCEL
urce : IMRB
SEGMENTATION
Surf was launched in 1959.
A family brand with tough stain removal and caring
image.
- International to Ultra to Excel
Surf Excel is available in 4 variants:
Surf Excel Blue
Surf Excel Quick Wash
Surf Excel Automatic
Surf Excel Detergent Bar
SWOT ANALYSICS
STRENGTH:-
Strong R&D.
Offers & Schemes.
Strong Distribution Channel
WEAKNESS
Expenses On Advertising
OPPORTUNITY
Penetration in rural areas.
Both Can Increase Their Frequency Of Usage.
New Consumer Markets
THREAT
Competition from organized and unorganized players.
Increased level of price competition.
Advertisement 4
Surf Excel’s Advertisement
(Brother & Sister Duo)
Hindustan Unilever Limited introduced Surf in 1959, introducing the first detergent powder into
the country. At the time, housewives used laundry soap bars to wash clothes. Surf offered
them significantly better clean, with much less effort. The promise of ‘superlative whiteness’ –
the articulation of a great clean at the time, connected with consumers and helped to establish
the brand.
Surf was the first national detergent brand on TV; the brand used TV to effectively educate
their consumers on how to use detergent powders in a bucket for a better wash.
Surf Excel made a big “splash” with their “Daag Achhe Hain” advertising campaign. The
following is an analysis of the first such commercial.
The advertisement features a brother and sister duo walking home from school, when the little
girl falls into a puddle of mud. Crying, she looks to her brother for help. Her brother gets an
idea and starts “beating up” the puddle of mud, demanding an apology. After a time and a lot
of mud on his uniform, he stands up and says, “Sorry bola.” The narrator then removes all
apprehensions of dirt and stains and says, “Daag Acche Hain.”
This advertisement is universally well-loved. This is so because it does a lot of things right. It
makes use of children’s appeal to get the advertising message across.
The advertisement does what seldom others do – cater to the emotions and sentiments of the
viewers – and succeeds with it. Not only do the children lower your guard to the
advertisement, but the story, too, warms the heart of the viewers.
The advertisement generates a sense of bonding. Viewers without siblings, too, can relate to
the advertisement and the actions of the little boy. The advertisement also exudes certain
warmth that reflects itself in the viewers.
The advertising mantra, AIDA, is strictly adhered to. This is one of the reasons for its success.
By showing a little boy and girl, the advertisement draws the attention of the viewers. When
the little girl falls into the puddle and starts to cry, it creates interest in the minds of the
viewers. When the tagline is spouted, it builds, in the viewers, a desire to know more. This
desire often leads to action.
Although there is no obvious targeting, it is done so through indirect means. Most mothers are
concerned when their children come home in dirty and messy clothes. This advertisement, not
only sends out the message that Surf Excel will help you was them out, but that also there is
no need to fear stains.
Although the advertisement does not centre on the product or brand, both are remembered.
The product and brand are subtly introduced to the viewers such that it sub-consciously enters
their minds without any jarring highlights on the product or brand.
This advertisement also does what the majority do not. It focuses on the people rather than
the product. The sentiments, actions and emotions of the people are highlighted and
showcased throughout the advertisement in one form or another. The product is kept
discreetly tucked away and does not overpower the commercial.
Although Surf Excel is a premium brand, this advertisement caters to all the income grades
and all classes of people, across age groups. The brand and product are positioned as
accessible to all people, whoever and however they may be. The brand image created through
this advertisement is phenomenal.
The advertisement leaves people with a warm feeling. This feeling also transfers to the
product and brand. Thus, this advertisement can definitely be called and advertising success.