BASELINE : Lead the way
4Ps TAKE : For those who don’t know about Shark Tooth, let us give you a background first (because after seeing this horrendously misleading ad, you won’t be able to gather anything, anyway). Almost a year back, Diageo launched Shark Tooth, a Vodka which comes in two variants, Shark Tooth and Shark Tooth Extra. And this surrogate ad of Shark Tooth does literally nothing to add value to the brand. The story board is hardly related to the product in question and the script is as unrealistic as it can get. A couple of businessmen are asking people to vacate a house near a seaside, when hero-Shiny Ahuja enters and asks them to buzz off. The adamant men ask Ahuja to show them the boundary-line of the house, our man whistles and a shark comes racing from the sea and creates a boundaryline on the land. Now how lame is that! Apart from the forced association built between the brand name and the unwanted shark, there is zilch else that makes even a bit of sense in this TVC. Hello! Learn the ABC of advertising before you go all out for the consumers!
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Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
