ANALYSIS OF HAVELLS’S AD
-ABHISHEK SHETTY
The Ad
The film revolves around a god-man (baba) in a
flowing white gown who is struck by lightning on a dark, stormy night and
thereby acquires a magical power of creating electricity. He can power every
electrical gadget that comes his way. As he walks through a dark road, the
streetlights come alight. He twitches his fingers and an electric sub-station
revs back to life. Soon there are hundreds of men and women following him
astounded by his “electricity making” skills. The voice-over cuts into this
magical scene to say, "Kaash bijli baba har jagah aa sakte. Tab tak use
Havells. Save bijli, please baba" (If only bijli baba could visit
everywhere. Till then use Havells to save electricity and get the baba's
blessings). The ad ends with a shot of various Havells product with the
tagline: Committed to saving energy.
Analysis
Havells had earlier come out with the hangman
ad to promote its energy-saving CFL bulbs. If that ad used dark humour to get
the viewer's attention, this ad pulls a smart but subtle one to get the message
across. For a country that is plagued by power outages summer or winter, the
advent of somebody who can create electricity out of thin air is like having
your wildest dreams coming true. And that is something only a god-man can
conjure up. The use of the god-man, therefore, is certainly intelligent given
our penchant for god-men and their ability to bless their followers with
infinite power. While power-saving feature is a must-have for every electrical
product today not too many brands talk about it in an entertaining or
thought-provoking way. Therefore, Havells' tongue-in-cheek humour helps the ad
to break the clutter and makes the brand stand out.
NOW OR NEVER
-Suhasini seshan
·
Pepsi readies itself for this summer’s cola
war with its new campaign for the impatient generation “It’s now or never “.
·
Pepsi started the research on this campaign with their
agency, JWT, in the beginning of last year. As part of the process, they spent
time with young consumers in India to understand what makes their hearts beat.
It was an elaborate exercise wherein for the first six months they stayed away
from any kind of advertising.
·
Pepsi has been a challenger brand. Pepsi has always challenged the
conventional beliefs through its campaigns. For example, when we launched in
India we challenged the fact that India is this beautiful eastern country and
is a perfect mix of eastern and western cultures and so we launched the
campaign ‘Yehi hain right choice baby’. They
gave India its first Hinglish tagline.
·
The new campaign featuring brand ambassadors Ranbir Kapoor and Priyanka
Chopra cricketer MS Dhoni is already on air. A second television commercial
will be launched in two months' time
·
Additionally, the beverage company will be rolling out an outdoor
campaign with posters featuring all the three celebrities in a style which the
company calls “Pepsi surprise”. A lot of consumers told that they were bored
with seeing a celebrity holding just a can, so the new posters shows all three
celebrities in new avatar. For example, Priyanka Chopra is shown holding cold
cans of Pepsi's against her cheek.
·
The company plans to install larger-than-life digital billboards, which
will showcase social media streams. A campaign on its official Facebook page as
well as on Twitter handle “can't wait abhi” has been launched. Also, a
microsite called “can't wait abhi” has been created to create and moderate
conversations with youngsters on things they cannot wait for and want
immediately.
·
Eventually it will boil down to demonstration. For instance if someone
tweets 'can't wait abhi for Pepsi and a pizza', then they will deliver it to
the person. “That is how the campaign will progress,” says Homi Battiwalla,
senior director, marketing pepsico.
HERO MOTOCORP BEATS
SLUMP, POSTS HIGHEST MONTHLY SALES IN JANUARY
-ASGHAR ZAIDI
Market
leader Hero Moto-Corp posted its highest-ever monthly sales (despatches to dealers)
in January with a 7.21% growth at 5.57 lakh units, compared to the same month
last year. The previous high was on May 2012 when the company sold 5.56 lakh
units.
New
motorcycle launches like Ignitor and Passion XPro are receiving excellent
customer response, while growth in our scooters, Pleasure & Maestro, is
outpacing the industry growth.
BHEL IS NOW ‘MAHARATNA’ ENTERPRISE
-PRACHI TREHAN
·
Power gear maker Bharat Heavy
Electricals Ltd (BHEL) said it has been granted the ‘maharatna’ status by the
government.
·
This would enable the board of
the state-owned firm to take investment decisions of up to Rs 5,000 crore
without going to the government.
·
The company, in a statement, said
the status will help BHEL “realise its long-term objectives and reach a
turnover of Rs 1 lakh crore by 2016-17”
SAMSUNG TO LAUNCH ‘ANDROID-POWERED REFRIGERATOR,
INTERNET-CONNECTED WASHING MACHINE
-GIGITHA VADAKOOT
South Korean electronic maker Samsung has now
planned to launch a refrigerator with a built-in Android tablet and an
internet-connected washing machine by the end of the year. The Samsung
refrigerator with Android tablets will help people keep track of ingredients,
order groceries and act as baby monitors using built-in cameras. The company’s
flagship washing machines can be controlled remotely using mobile apps, the
Telegraph reports. Russell Owens, Samsung’s head of sales for digital
appliances, said the T9000 refrigerator and the 12kg washing machine would be
available in Britain later in the year. Samsung’s flagship web-connected home
appliances have previously been available in North America and Asia, but have
not been available in Europe. The T9000 refrigerator was launched at CES in Las
Vegas in January. According to the paper, Samsung suggested that the built-in
Evernote application could allow busy couples to share shopping lists as soon
as they ran out of something.
TVS, HERO TURN TO
HYBRID SCOOTERS; LAUNCH IN A YEAR TWO WHEELER
-JAI GANDHI
Makers
are eyeing new segments for growth as volumes in bread-and-butter bike models
stagnate. Encouraged by the strong growth seen in scooters for the last few
years, market leader Hero MotoCorp and TVS Motor Company are giving birth to an
entirely new hybrid scooter segment with models ready for launch in the next
nine to 12 months.
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