Posts Tagged 'Advertisements'

Googly, Woogly, Woosh and Spaaaaaar Fresh

In todays post, I would like to cover two specific advertisements to mention two points – the first one talks about the need for adapting advertisements to different media and the second one will talk about brand building based on customer perception.

1. Ponds Charmis has been running an ad campaign with the song “Googly, Woogly Woosh” (ad here) for sometime now. I recognize the tune and LOVE it, seriously! However, I recently heard (repeatedly) the same tune on radio, without a mention of the product name or any words to indicate what it was about. Left me wondering….with the visuals, the tune in the background adds a lot of value, without the visuals one would need some amount of audio (apart from the really catchy tune) to build your brand on the radio. Else, aren’t we talking about wasted airtime?

2. Spar Hypermarket is running a major campaign on Bangalore FM with the tagline “If it is not spaaaaaaaaaaaar fresh, it is just not fresh”. Again, I love the tagline, it is fantastic and the ads are innovative too. However, one of the major reasons I go to Spar in Bangalore (a really long drive from my home) is because it has one of the largest ranges of groceries and the store is always well stocked. One might argue that there is always “Big Bazaar”. I would say that by limiting the scope of what they offer, Spar has been able to offer a reasonable depth in what they offer and do so in a format that doesn’t feel over-crowded or messy. If they are trying to reach out to the people on a weak spot and build a brand around this specific fact of “freshness”, it might be a good strategy. But if this is how they are trying to build their brand, they might want to ask their customers why they choose to come to Spar vs. other options and build a story around that.

Neo-Cultural Custodians

Media for its own reasons has a fascination with festivals, especially cultural ones. Diwali, Onam, X’mas, Id – the fanfare begins a few weeks/months before the due date and offerings range from “50% off sale” to “attractive gifts/lucky dips”. If there is not one cultural festival in a month, they create one or borrow from the international ones – fathers day, mothers day, valentines day, friendship day, rose day – you name it!

I have no complaints with the advertisement and marketing going beserk at the time when people spend, actually, it is but natural that they do so.  But, what bothers me is the new trend of the “interactive media” or the “Media 2.0” per se (which I define as the “SMS Voting” on TV/Radio and “Reality Shows” genre) has latched on to. First it was “Friendship Day” and now it is “Rakshabandhan” – it is not a one-off advertisement that they air. These people conduct polls about  – “what will you gift someone on a friendship day?”, ” What do you want your brother to gift you on Rakhi”, “Who do you think is a good friend” and they go on and on for hours on days at end before the festival, repeating these questions – so one can not, not hear what they are saying, not so subtely! Buy gifts – go spend! I mean, if there is a festival ,

Given this, the question that remains to be answered is that has media, for its own reasons, donned the role of cultural custodians? In this era, of migrating workforce where people are no longer close to home all the time for the elders to tell us how a festival is celebrated, is media playing that pivotal role? Are they cognizant of the responsibility?

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