Bollywood Celebrities & cold drink TVC campaign in IPL 2013

Bollywood Celebrities & cold drink TVC campaign in IPL 2013

It seems the red carpet has expanded everywhere for Bollywood actors at IPL. Bollywood celebrities hold most of the IPL teams and they tend to brand them by signing with sponsors and other FMCG brands. In the race of IPL, global marketers don’t bother about the winning team; they just wanted to invest some money in all the teams to brand them. The brand awareness, launches and the penetrations has gone wild when looking little closer.  

The global players like Pepsi, Mountain Dew, 7Up, Limca have geared up themselves for the race. Now it’s up to the audience/ consumers to eliminate the unappealing Television commercials and to celebrate the winners. Though they never mind about winning or losing, the fact is they are sincere about the spot which is broadcasted back to back in-between the IPL break. Let’s analyze whose Commercial worth for the money invested.  7Up & Mountain Dew being the sub brands of the marketing tycoons, their brand awareness seem to worsen day by day.  Filling the space with celebrity alone will never win million hearts.  Pepsi and Limca had produced commercials involving celebrities by targeting their primary consumers.

First elimination in IPL is 7 Up. I feel up campaign have made creative and appealing brand awareness in the late 2012. Sharman Joshi, Bollywood actor endorsed the brand and Dil Bole –‘I Feel Up’ was its tagline. In the mid 2013, Taproot has conceptualized TVC for the IPL campaign with two contrastive commercials with the same USP. The Advertising seems energetic only with the music & the irrelevant concept has been penetrated into the brand which may irritate a particular ethnic and a community or a group. Huge Keralians felt astonished when Kathakali TVC commercial is shown in-between the IPL. The attitude towards the golden art can be drawn down by these kinds of creative. Viral Social media campaign is also posted reviews against this brand. Their second concept was Japanese dance, which also collapses the heritage of Japan. Certain ethics and codes have to be followed while handling these kinds of controversial concepts. I m afraid that why don’t ASCI ban this Commercials.

http://www.youtube.com/watch?v=O1oYLH5z6L4  – Click to view Kathakali TVC

http://www.youtube.com/watch?v=wt3oZrd_md0 – Click to view Japanese dance TVC

Second elimination in IPL is Mountain Dew, a Pepsi co’s Soft drink. Hrithik Roshan has roped in to endorse the brand. The idea is too cool that they use celebrity to enlighten their brand in IPL, the theme and concept seems old fashioned and did not engage or create intimacy to the public. The Commercial is filmed in Bali by Nirvana Films, number one production house in India. The theme of this TVC is to enjoy the victory with thrill. The scuba cam and high end technical team has failed to make history, since it has the tone of Cinthol commercial and as usual an identity of Hrithick’s diving & water shots. 'Darr ke aage jeet hai' - Beyond fear lies victory, is the carried tag line.

http://timesofindia.indiatimes.com/videos/celebs/Hrithik-Roshan-shoots-for-Mountain-Dew-ad-in-Bali/videoshow/19255123.cms  - Production

http://blog.vincentlaforet.com/2013/03/30/mountain-dew-spot-in-bali/  - Commercials Technical Details

http://www.youtube.com/watch?v=bsV13y3ka3Q – Click to view TVC

Limca, one of the oldest Brand of Cold Drinks in India apparently positions the brand as charm and a lover maker. The brands TVC always target the teenagers with variety of creative concepts.  Earlier the brand made its campaign in 2010 via TVC involving Adah Sharma and made a renowned humming lyrical” chalona pechai pechai “with a tagline of Dopal Taazgi – Freshness. The brand positioned freshness to life; the magic turns everything into fresh Limca. It’s the Ogilvians who made the highly flattering kinda TVC. The brand hits back strongly with a narrative style of TVC involving leading bollywood actress Kareena Kapoor. Her 2012 “Limca - Pyaas badhoo” involving young cricketer is failed to grab attention has it repositioned itself as thirst for dedication & achievement. Now, she is given a cute role advising the young boy to propose his dream girl. It creates the do it now impact among the youth, as Limca targets younger generation, this TVC would definitely increase its consumers. And also the cute story will stick into young people’s heart. Kareena adds much more value to the TVC. This time Leo Brunette conceptualized the TVC meanwhile it’s visualized by purple Vishnu films with a tagline “Pyaas Badhao" – put your thirst.

http://www.youtube.com/watch?v=jT7DP2Nbz9Q&feature=youtube_gdata  – Click to view TVC

World’s leading brand Pepsi has roped Chris Gayle & Priyaka chopra for its IPL campaign. Priyanka being the brand ambassador for Pepsi’s commercials, the brand supports almost 90% of the IPL teams. The brand has leading stars like Ranbir kapoor to endorse the brand. Priyanka shares the screen with the leading IPL scorer Chris Gayle, by supporting Chennai super kings - CSK & Royal Challengers Bangalore – RCB. Pepsi’s marketing inhabits the hidden strategy called corporate advertising. Taproots mischievous creative apparently communicates the thirst towards Pepsi. Funny TVC is a part of OH YES ABHI campaign which started in early 2013. Gayle & Chopra’s commercial combo sticks onto the hearts of millions & went viral in social media.

http://www.youtube.com/watch?v=Cq8lc0WigtI – Click to view TVC

Pepsi and Limca share the victory by clearly expressing celebrity’s strongest approvals while Coca Cola tries something new, through “haan main crazy hoon” It has adopted fun - crazy formula without brand endorser for this TVC campaign 2013. Coca cola’s recent two commercials with the USP – ‘Spreading happiness without reason’ came out from the renowned Agency -Mccann Erickson, has added value to the brand and also has bigger opportunity to win summer race. The Brand is trying to reinforce brand awareness on audience by playing back to back during the IPL breaks.

_ Lingaraja Sivanaiah

Things that needs to be remembered in advertising when taking up the big projects

Things that needs to be remembered in advertising when taking up the big projects

                                                                  Masters are not born, evolved.  Also Rome is not built in one day. Coming to the advertising, we all know the whole execution depends on agency brief from account executives. So recall what are all the elements your account executive mentions in his/ her draft and raise your hands to pinpoint him about the untold stories by reading out this article. The key for all successful advertising campaign will always relay on the agency brief, creative brief and advertising task. The whole team work involves hidden marketing strategy and the master minds ideal & critical thinking.

 Agency brief draft tends to feed the creative persons brain storming session in addition to all critical questions they ask themselves. Before jumping into the script, find time to sit and relax with a cigarette or even a direct conversation with your colleagues about the past election. Then forget the online sources think what justifications can be done for the advertisement to market the product; nothing is best source than the inherent cognitive mind. 

Research online about the competitor’s product and observe some baby stuff feeds for boosting your mind. Firstly go through the agency brief with patience and pick out the highlights and attractions you could find on draft. Then decide what kind of strategy can be applied to the product, Point out the sensible and logical user selling proportions for the brand or the product, all your points don’t have to be noteworthy.

Here is some stuff from the book of Ms June valladares – A Craft of Copy Writing

(Credits to Ms June valladares for the agency brief, creative brief, advertising tasks)

Agency Brief

1.    About the Clients company

2.    About the client product

3.    About the client’s marketing policy and objectives

4.    Everything about the client’s sales policy

5.    About clients management policy

6.    About the clients competition

7.    About the client’s current/ prospective consumers

8.    About clients Future plans

9.    About any research the client undertaken

Strategy can be seen from marketing point of view, cost effectiveness, classiness, brands nature, rarity and trust. Validate to your colleagues who is unaware of this scenario, they are the exact neutral judges between consumer and the product/brand. Be polite and be prepared to expect positive and negative reviews.

Creative Brief

The creative Strategy

The Competition

The Market

Consumer Profile

Marketing Objectives

Advertising Objectives

Agency strategy or advertising objectives determines the winning percentage of an ad. Here one should specify clear cut USP, positioning and creative blue print. Creative blue print might be a written or scribbled diagram, the art director & graphic designer might understand. Samples from conceptualizers creative might have no curved lines and astonishing sketches but ideas stands out in market.

Agency Strategy (Advertising objectives)

Setting advertising strategy

Statement of advertising objectives

Product positioning statement

List of reasons to buy

Creative blueprint

 Then revise the points with the inputs from colleagues. Here you go, now you are slightly close enough to start thinking about the advertising tasks. The prepared USP is the top priority as well as the guidelines to execute advertising task. Once the advertising task is completed, cross check needs to be done from all perspectives. Yes, your senior can find a hole even in a past successful campaign, so beware before showing it to the seniors.

Graphic Designers are the eleventh player who executes the ideas of all the above mentioned Big B’s. Most of the time the designer  will bring out the most relevant  visuals better than the imagined one of the Big B’s, Still the B’s won’t get satisfied, will look out for betterment.  

Final Agency version is validated by the account executive or client service person. Somehow they will find some hole in the art. Corrected version will be sent to the client. In many cases the creatives sent will have three to four options in which only one will have the tendency to win over the race, as I said it’s the agency strategy.

Share the ideas with your agency mates, its better if you have your friend working for competitive agency. Put your effort and involvement in one project and must not forget the deadline of others. Don’t imagine your client as fool, they decide what color and communication is apt for your creative. In fact they also provide a valuable feedback.  If you win over the client, the Client will eat out of your hand.  Bonding with your teammates will improvise the chance of agency growth as well as yours. Involvement matters in all typical agency work, placing a paper in the Xerox machine also require involvement. Be sportive, optimistic, don’t stare, and be friendly to evoke the inherent love & passion for advertising.  Pose and act yourself as an advertising tycoon without throwing an attitude that will kick your butt and raise you to the skies. 

_ Lingaraja Sivanaiah

While recycled ads are doing pretty well in the market, is there any need to magnify our ideas or thoughts to pick an unusual or world’s unseen ad concepts?

While recycled ads are doing pretty well in the market, is there any need to magnify our ideas or thoughts to pick an unusual or world’s unseen ad concepts?

                                                                                                                   

In the arena of advertising, the advertising masters are ready to take up the recycled ads which have the traditional formula of trust which creates strongest impacts amongst the huge consumers. The FMCG is targets the masses and upper middle class to build a rapport relationship. Thus enters the market with sensing the emotions of the elites. So called elites are portrayed in such a way that they care for the working class, seems disgusting. 


The Premiere motive of the agency people to show some recycled or old ads dipped in honey since the marketers don’t have any idea on the recent or even a year old ads. Here in this case, when we go through the formula, we tend to find the similar happiness and benefits in three individual ads which seem to be released within one year.  


Firstly, the typical formula is driven by Tata Chakra gold tea – maid ad which portrays the maid who is serving tea for her mistress. Maid doesn’t even have time to take a breath; she becomes tired while she is taking care of the house hold works.  The Mistress serves the Tata Chakra Gold Tea to the maid and comforts her. “Manitharukul yen vithyasam” - Why there is a distinct between human? Ends with a tagline or USP “kangalai mattum illai manathayum thira” – Open not only your eyes, your heart too.


 Secondly, Havells maid ad – Air Change- for the brand Havells - product: fan, presented the same formula with little over dose of emotion. Crazy Few Films is the production agency who made this ad also gained considerable viewership for the recycled ad for the international brand coca cola, Bewajah khushiyaan lutao coca-cola pilao – Café – Agency Mccann Erickson,delhi made the campaign  adopting the essence from the tata chakra gold maid TVC. Similarly it also made a little alteration to the above mentioned emotions in such a way to grab adults & youth. Added good jingle to suit the atmosphere. Ending With a tagline – We should not require a reason to spread happiness; all you need is share a coke. 


Even though the medium of business for these three ads seems to be different, it injects the powerful pack of emotion to build its brand trust. Anyway the three ads seem to be having same blood relation to one another but do not have any individuality when comparing it with the first tata TVC. 


While recycled ads are doing pretty well in the market, is there any need to magnify our ideas and thoughts to pick an unusual or world’s unseen ad concepts? The answer is always yes. Consumers of FMCG will always looks forward for the brand awareness and identity with the mixture of new concepts. It’s very clear when noticing the victory of Parle G - Kal ke Genius; it drives us to the next level of thinking. So whatever the best TV commercial dominate the market, there will always be applause for the fresh concepts where you can stretch it to build a biggest campaign enduring brand equity.

To view the above mentioned TVC’s

1.    Tata Chakra Gold -  http://www.youtube.com/watch?v=KwfO3tB4DB8

2.    Havells maid ad – Air Change - http://vimeo.com/62417425

3.    Bewajah khushiyaan lutao coca-cola pilao – Café - http://www.youtube.com/watch?v=SdUqxX8ZKNw

  

Kal Ke Genius - http://www.campaignindia.in/Video/327755,parle-g-takes-the-movement-route-to-create-kal-ke-genius.aspx

_ Lingaraja Sivanaiah