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