BASELINE : Choo lo aasman
4Ps TAKE : At first, you feel that this is a promotional campaign of Daler Mehndi’s latest track, but hey, as the ad finishes, the logo of Igo TV pops up unexpectedly. Only then do you realise that it’s Igo TV promoting its television sets. The logical question: What is an ad without a ‘decent’ storyboard called? No, let’s re-phrase that. What’s an ad with a ‘stupid’ storyboard called? This one’s as pathetic as they come. Not only a confusing ad, but also one that fails on all counts. If ads were just about roping in a famous face as brand ambassador, guess every brand out there would have acquired a fair chunk of the market by now. Unfortunately it requires more. Mehndi is wasted and even the communication is meaningless with the brand boasting better sound than hearing Mehndi ‘live’ (sound clarity, anyone?). Forget touching the sky (choo lo aasman), this one requires some good positioning and brand strengthening on the ground first...
4Ps TAKE : At first, you feel that this is a promotional campaign of Daler Mehndi’s latest track, but hey, as the ad finishes, the logo of Igo TV pops up unexpectedly. Only then do you realise that it’s Igo TV promoting its television sets. The logical question: What is an ad without a ‘decent’ storyboard called? No, let’s re-phrase that. What’s an ad with a ‘stupid’ storyboard called? This one’s as pathetic as they come. Not only a confusing ad, but also one that fails on all counts. If ads were just about roping in a famous face as brand ambassador, guess every brand out there would have acquired a fair chunk of the market by now. Unfortunately it requires more. Mehndi is wasted and even the communication is meaningless with the brand boasting better sound than hearing Mehndi ‘live’ (sound clarity, anyone?). Forget touching the sky (choo lo aasman), this one requires some good positioning and brand strengthening on the ground first...
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Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
