4 indian advertisements

8/8/2019 4 Indian Advertisements

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Table of Contents

Sl.

No.Topic

I Introduction

II Advertisement 1 Mountain Dews Bad Cheetah Ad

III Advertisement 2 Gillettes Champions Ad

IV Advertisement 3 Orbit White Chewing Gum Cow Ad

V Advertisement 4 Surf Excels Ad (Brother & Sister Duo)


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Introduction

A television advertisement or television commercial is a span of television programming produced and

paid for by an organisation that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of televisionadvertisements today consist of brief advertising spots, ranging in length from a few seconds to several

minutes (as well as program-length infomercials). Advertisements of this sort have been used to sellevery product imaginable over the years, from household products to goods and services, topoliticalcampaigns.

Many television advertisements feature catchy jingles (songs or melodies) or catch-phrases that generatesustained 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 advertisingelements 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 empoweradvertising persuasion. Advertising agencies often use humour as a tool in their creative marketingcampaigns. 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 ofreasons. 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 theincreasing ability to advertise on television, prompting ad campaigns by everyone from cell-phonecompanies and fast food restaurants to local businesses and small businesses.

From a cognitive standpoint, the core reason people find advertisements annoying is that the

advertisements 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 chordwith 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.


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INTRODUCTION TO MOUNTAIN DEW

MOUNTAIN DEWMountain 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.

MOUNTAIN DEW- ADVERTISING STRATEGY

Right from its entry into the Indian market in 2003, Mountain Dew has constantly sought to

associate itself with adventure sports to promote and popularize the brand. Remember the ads

featuring the Dew dudes? And the ones where a guy takes on a cheetah and the one with a

wild ram? All of them were meant to connect with the youth and to establish a high-energy,

high-intensity image for the brand. The initial commercials were instant hits and were

successful in grabbing customer attention. And Mountain Dew went on to capture up to 5% of

the market share within the first 3 months of its launch in 2003.

This phase also saw events featuring BMX bike riders and

skateboarders being held across a number of major cities in the

country. This trend continued and in 2005, a stunt biking event

was held in Bangalore. Mountain Dew continued to be associated

with youth brands and the thrust was on using adventure sports

to capture and cultivate youth following for the brand. This was in


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keeping with Mountain Dews image and promotion across the world.

MOUNTAIN DEW: DO THE DEW CAMPAIGN

The basic theme all of advertising by mountain dew these years has been high-adrenaline

adventure. This is a campaign and has around two to three different commercials. The

common thing in all these commercials is the group of boys out on a safari. They are generally

roaming around, shouting- Do the Dew! This campaign was rolled out in the year 2003

targeting the young and adventurous youth.

The first ad featured four Dew Dudes being asked (by a voice over) whether they'd visited

some famous tourist attractions around the world. On being asked Big Ben dekha?', the ads

show shots of the boys bungee jumping off the Big Ben. Jump maara,' one of them answers,

Baja diya baarah,' says another, Par boring thaa saara,'a third shrugs. The ad continues in this vain till the voice

over asks Sab kuchh toh kiya, but have you done the

dew?' The boys vouch for the drink as soon as they taste

it.

The second ad became a cult hit. It featured a Dew Dude on a bike chasing a cheetah in a

Savannah, catching up with it, leaping and wrestling it into submission before pulling a can of

Mountain Dew from its throat! Cheetah bhi peeta hai' remarked another Dew Dude.

Yet, Mountain Dew did not live up to all the hype. A survey by Synovate in late 2005 among

16-20 year old SEC A1 & SEC A2 showed that people preferred Sprite and Limca, with

Mountain Dew performing only a shade better than Frooti. This baffling result revealed an

insight. Firstly, the concept of extreme sports is limited to Indian metros, that too among the

more upwardly mobile sections. And even there, awareness does not necessarily mean appeal.

There aren't many outdoorsy types' in this country - at least not the kind Mountain Dew has in

mind. The ad campaigns itself were found to be over the top and unrealistic. This survey and

the market performance of Mountain Dew set the stage for a course correction.


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..


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Advertisement 1

Mountain Dews Cheetah bhi peta hai Advertisement

This is a campaign that has confined itself to barely three commercials. The common thing in all thesecommercials is the group of boys out on a safari. They are generally roaming about shouting - Do the

Dew!Let us analyze one of the advertisements.

The commercial shows a cheetah running in all its gusto, and one of our models following it on abicycle. Finally, the lad jumps on the cheetah and traps him. Then he puts his hand inside the cheetahs

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 thecheetah 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 oncheetahs 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 wildliferamifications than any connection with the product.


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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 toswitch 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, toextol its endearing quality it to Cheetahs. What is the taste? Does it quench your thirst? Does it makeyou 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 Dews ad campaign, it has come under some very serious firing. When theylaunched 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 achievedwhat the original never did. Today, viewers instantly relate this slogan to No do here, go do jhaadi kepeeche.

The Mountain Dew advertisement failed at the ad mantra AIDA. Although it did catch the attention ofthe 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 theshelves of stores today, its sales barely make a dent in the profits of the company.

THE START OF GILLETE


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THE START

The first safety razors using the new disposable blade,were introduced around 1902

Trace II was the worlds first two-blade razor, debuting in1971

Gillette Sensor debuted in 1990, and was the first razor tohave spring- loaded blades


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In 1995, an improved version, the Sensor Excel wasreleased. This featured "Micro fins," a piece of rubber

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

Gillette twin-edge products -- 10 times more

expensive than other double blade razors (or oftenmore than

4,750 %)

In the Indian market, it launched affordable products(7Oclock and Wilkinson) with buy-2, get-1-free

types of conventional marketing,This helped it to boost sales

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

The lower-value products, followed the companys realisation

that while new and improved is still good, lower price

works better in these tough Times


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CUTTING EDGE TECHNOLOGY

MACH3Turbo boasts of anti-frictionblades which

reduce the cutting force needed to slice through hair and

ultra-soft protective skin-guard with thinner micro fins

M3Power is a battery-powered version of the Mach3

Turbo razor which can also be used with the power

switched off

BRANDING

There are pressures in good times and bad but the

fundamental business principles stay the same Innovate

and Delight the Consumer with the best propositions

Gillette has always strived to help men across thecountry look, feel and be their best and that continues

to be the equity that Gillette holds in consumers minds

today


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BRANDING CAMPAIGN But the game-changing was an innovative campaignlaunched in October last year

Till then, MACH3s sales in India had seen almost a

negligible growth. Years of conventional product

advertising of conventional product advertising hadestablished a good brand image for Gillette, but that

wasnt enough to get Indian men to switch to its products

WPPs Mediacom launched the India votes: To

shave or not campaign, which ended up sparking a

national debate on the merits of the clean-shaven look Vsthe hairy look

y A Nielson-commissioned survey malls, offices and

movie theatre fed the fire while giving men a chance

to use the product


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y Were clean-shaven men more

Successful?y Did the nation prefer clean-shaven

Celebrities?

y Mediacom tied up with NDTV and for 8 weeks, the

channel ran celebrity interviews, panel discussions

and news stories around the topic. Similar tie ups

were done with radio stations

y The logic: Gillette wanted to generate a talking pointon a subject thats not necessarily top of- mind

But the game-changing was an

y Innovative campaign launched in October last year

till then, MACH3s sales in India had seen almost a

negligible growth. Years of conventional product

advertising had established a good brand image for

Gillette, but that wasnt enough to get Indian men to

switch to its products


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Ad e e en 2G lle e h p on Ad e e en

Gill tt i t Gambl tl afet

azors among ot er personal hygiene products. It is one of several brands

originally owned by The Gillette Company, a leading global supplier of

products under various brands, which was acquired by P&G in 2005.

The Gillette Fusion is a five-bladed razor released in 2006. There are two

different versions of the Fusion available: the Gill tt Fusi , and

the Gill tt Fusi P w r . All share the characteristic five blades on the

front, and a single si th blade on the rearthat acts as a "precision trimmer".

In addition, the Fusion Power is battery powered and emits "gentle micro

pulses"that are claimed to increase razor glide.

With the release of Gillette Fusion, P&G also launched their newadvertising campaign called Gillette Champions. The following is an

analysis ofthe first advertisement broadcastin this series.

This advertisement features the Gillette champions -- Tiger Woods, Thierry

Henry and Roger Federer. The commercial is called Today and all the


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three Champions explain how important it is in their professional and

personal lives to Be Your Best Today.

The advertising campaign exploits the influencing power of brand

ambassadors. The Gillette Champions are Roger Federer (No.1 Tennis

Player), Thierry Henry (No.1 Football Player) and Tiger Woods (No.1

Golfer). The Indian campaign is varied to include Rahul Dravid to cater to

Indian sensibilities.

The advertisers try to use the concept of transference or association to

enhance the image of their product and brand. The attributes of quality,

performance and excellence exuded by these personalities are projected ontothe product and the brand. This builds brand image and a favourable attitude

towards the new product.

A sense of polish and class underscores the entire advertisement. It plays

on the viewers feel-good sensations. The advertisement comes across as

smooth and urbane.

However, it does feel as if the advertisers are trying to hard by roping in

three (or four) brand ambassadors. Most advertisers feel that having

celebrities or stars advertise their product influences the consumers more

than an advertisement that does not feature them. But, there is something

called too much stress on the influence of brand ambassadors.

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?

The audio of the advertisement bears little or no relevance to the advertising

message. The advertisement talks about focusing on the present, but says

nothing about the new blade.

Nevertheless, overall, the advertisement comes across as suave. The brand

image of Gillette is maintained and even enhanced by this advertisement.

The advertisement succeeds in generating a desire and action to purchase in

spite of the drawbacks of the advertisement.


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ORBIT WHITE CHEWING GUM


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ADVERTSING MEDIUM OF ORBIT


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Advertisement 3

Orbit White Chewing um Cow Advertisement

Orbit is one of the world's largest selling chewing gum brand.In India, the brand shares themarket leadership with Center Fresh brand.Orbit was launched in India in 2004. This wasIndia's first Sugarfree chewing gum and together with Perfetti's Happydent, this brandhas rejuvenated the chewing gum segment in India.

Orbit can be termed as a functional chewing gum. The brand when launched differentiateditself from the existing chewing gums with its "sugar free" property. Globally the Orbit brandadopts the tagline "For a good clean feeling no matter what" in India, Orbit uses " for healthyteeth and prevents tooth decay " as its main message.

Orbit White launched their most popular advertising campaign with the Cow series. Thefollowing is an analysis of the first advertisement in this series.

The advertisement showcases a mad animal specialist, Dr. Bhatawdekar, who speaks inButler-English. He expounds the special quality of Orbit White Chewing Gum that whitens theteeth of a cow that previously had yellow teeth. His conclusion is that if it works for the cow, itllwork for you too.

This commercial tries its hand at humour in drawing attention and generating interest. Itsucceeds to quite an extent in this intention, but also fails at few places.

The caricature of the doctor succeeds exceedingly well. Viewers immediately recall theproduct, the brand and the entire advertisement on any reference to Dr. Bhata wdekar.

The product and brand are duly highlighted. They are not lost during the telecast of theadvertisement. The commercials message is wound around the product, making the productand brand as much a part of the advertisement as the rest of the chara cters and the concept.

The advertisement also successfully plays to the sense of humour of the viewers. Anyreference to the product results in immediate association to the doctor and his cow volunteer.This gives viewers a light -hearted view of the produ ct.

Nonetheless, there have been instances where the sentiments of viewers have been hurt. Insuch cases, it seems that the concept that starts out as funny, turns out to be a grossmiscalculation of the sense of humour of the viewers.

The characterization of the doctor and the way he speaks in English can be construed asoffensive by many viewers. Since the doctor is a deliberate attempt at making fun of badgrammar, viewers who are insecure of their oral abilities may find the advertis ement offensive.


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Overall, the advertisement has no class. Viewers can be put off by the commercial on groundsthat it displays no sophistication. The attempt at humour can be seen as tending towardsslapstick comedy and a very poor attempt at that.

However, the advertisement does not fail completely. The product and brand are imprinted inthe minds of the consumer. Any reference to the product brings remembrance of thehumorous advertisement. And consumers purchase the product, even if only out of a sense ofabsurdity.


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INTRODUCTION

SURF EXCEL

y Surf excel has been following the Unilevers message i.e. addvitality to life.

y Similar is with surf excel. In the beginning Surf Excel wasfacing competition from Ariel,

y the product of P&G. but very soon with the tagline Dirt isGood, Surf Excel was

y Successful in regaining its market leadership. It soonemerged back as the dominant

y Detergent of the country.

yThe product is decided by matching the marketing insightswith the local insights.

yThe marketing report of the brand should match theregions attitude so that the product

y can fulfil and satisfy the customers need and expectation


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SEG ENTAT ON

y Surf wa aunched in 1959.

y Afa ily brandwith t ugh stain removal and caring image.

- International to Ultrato Excel

y SurfExcel is available in 4variants: SurfExcel Blue SurfExcel QuickWash SurfExcel Automatic SurfExcel Detergent Bar

SWOT ANALYSICS

STR NGTH:-y Strong R&D.

y Offers & Schemes.

y Strong Distribution Channel


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WEAKNESS

y Expenses On Advertising

OPPORTUNITY

y Penetration in rural areas.

y Both Can IncreaseTheir FrequencyOf Usage.

y New Consumer Markets

THREAT

y Competition from organized and unorganized players.

y Increased level of price competition.


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Advertisement 4

Surf Excels Advertisement(Brother & Sister Duo)

Hindustan Unilever Limited introduced Surf in 1959, introducing the first detergent powder intothe country. At the time, housewives used laundry soap bars to wash clothes. Surf offeredthem 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 establishthe brand.

Surf was the first national detergent brand on TV; the brand used TV to effectively educatetheir 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. Thefollowing is an analysis of the first such commercial.

The advertisement features a brother and sister duo walking hom e from school, when the littlegirl falls into a puddle of mud. Crying, she looks to her brother for help. Her brother gets anidea and starts beating up the puddle of mud, demanding an apology. After a time and a lotof mud on his uniform, he stands up and says, Sorry bola. The narrator then removes allapprehensions 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. Itmakes use of childrens appeal to get th e advertising message across.


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The advertisement does what seldom others do cater to the emotions and sentiments of theviewers 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 tothe advertisement and the actions of the little boy. The advertisement also exudes certainwarmth 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. Whenthe 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 oftenleads to action.

Although there is no obvious targeting, it is done so through indirect means. Most mothers areconcerned when their children come home in dirty and messy clothes. This advertisement, notonly sends out the message that Surf Excel will help you was them out, but that also there isno need to fear stains.

Although the advertisement does not centre on the product or b rand, both are remembered.The product and brand are subtly introduced to the viewers such that it sub -consciously enterstheir 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 thanthe product. The sentiments, actions and emotions of the people are highlighted andshowcased throughout the advertisement in one form or another. The product is keptdiscreetly tucked away and does not overpower the commercial.

Although Surf Excel is a premium brand, this advertisement caters to all the income gradesand all classes of people, across age groups. The brand and product are positioned asaccessible to all people, whoever and however they may be. The brand image created throughthis advertisement is phenomenal.

The advertisement leaves people with a warm feeling. This feeling also transfers to theproduct and brand. Thus, this advertisement can definitely be called and advertising success.


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4 indian advertisements

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