TMSBiz-Tech,Mktng,Sales n Biz

This post completes the brand ambassador dilemma trilogy.The previous two BAD 1 and BAD 2 talked about distinct aspects of having a brand ambassador for your brand.The first one dealt with conflicting brands of one ambassador and second dealt with the moral dilemmas associated with the ambassador with a special case of Tiger Woods.

The part 3 mainly deals with poor execution,implementation and use of brand ambassador.

I will start it with an ad.Just have a look at it

After watching the whole ad,you just see Hritik Roshan and that is only what you see in the ad.The ad happens to be Parle Hide and Seek Bourbon.Majority of people don’t even know that,they just think its Hide and Seek ad that’s it.An advertisement is supposed to be for creating awareness about a product which should ultimately lead to a purchase.

In the ad,you just see Hritik and not the product.The product and the name just comes in the end till then the interest is lost.The agency had a super brand ambassador and an extremely successful brand name.They could have come up with a better ad in which HR actually talks about how good the product is or its taste or something similar concentrated on the product rather than his dancing skills(even those are funny in the ad).Just remember the Hide and Seek Milano cookies HR ad,that is precisely what had to be done with bourbon too.

Here due to poor execution and improper mapping the ad bombed and hence the product suffered.

Lets take the second case of a recent Ad featuring Akshay Kumar in new Micromax Game phone ad.

This ad could have been THE AD for Micromax who have been trying hard to come in the big league.They sponsored the last cricket tournament in india in which Sachin scored 200*.

Now they got Akshay Kumar as their brand ambassador.AK is a big star with large fan following.They could have capitalized on his star power and made a much better ad which could have placed Micromax where it wants to be seen.

But they chose to do a childish commercial in all the mess and fuss over one app in their phone.The worst part is the AK laugh which has been used over and over in the background.AK is losing ground these days for his comedy skills.All the people whom i asked about the ad said that the ad is irritating.

When you have a big brand ambassador and lot at stakes you should go for a mature sophisticated ad rather than a childish one which Micromax chose.With such an ad they cant challenge the likes of Nokias,Samsungs,Eriksonns etc.

Now last but not the least the last example which is a typical case of wrong mapping of an ambassador with a product.

Just imagine Salman Khan selling Wheel.I and my friend had a good hearty laugh when we saw this ad for the first time.Salman Khan is a superstar.I agree but he cant sell Wheel.Can he ? I think he can but still this is not a kind of ad you would want to see Salman in.

He acts good,the concept is great but still neither the ad nor the product goes with the image of the style icon.Wheel is not even a premium brand.Prachi Desai is a right choice but Salman doesnt fit in at all.From the same ad remove wheel and put in some premium electronic brand like LG or Samsung (with obvious changes),that would have been great.

But you never know Salman is loved by the masses and Wheel is for the masses so the combination might just  click.

But at present,you just enjoy this ad because its funny.

Just note how Salman says,”Ismein hai nimboo ki shakti aur hazaaron phoolon ki khushboo” in his typical English accent.:)

What Say ?

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