TMSBiz-Tech,Mktng,Sales n Biz » Brand Ambassador

Anchor White Toothpaste Commercial-Real Solid !

TMSBee — Wed, 28 Jul 2010 16:00:19 +0000

In a long time comes a commercial which grabs your attention and makes you wonder what product it features.Anchor White has delivered one such commercial recently.

Their latest Cake commercial is real solid literally.While surfing through the TV channels,TMSBee came across this interesting commercial.In the start it didn’t seem to be a toothpaste commercial at all.It seems to be some consumer durable aiming at having a young brand personality,then suddenly comes the twist.The cake shoots off the plate and hits the fridge and leaves a big dent in it and then falls on the floor to break the tiles.

Then the door bell rings and the husband of the protagonist enters and sees the cake.Without second thoughts,he picks the cake up and bites into it.Now What ?

Nothing,he eats it easily as he brushes his teeth with the new Anchor White toothpaste.

Lets have a look.

This commercial has the capability of making people stop and take notice of the brand which is trying to get your walletshare( and the mouth share) from long.When your competitors are Colgate and Pepsodent,its always tough but Anchor has always been an established brand and not just a ‘me-too’.But still their real competitors always turned out to be the likes of Dabur Red,Amar etc.

Kajol endorsed this product for some time but then went missing.This new commercial doesnt feature any ambassador.The ordinary looking guy with super teeth makes the ad look even better.

The Kajol Commercial

Anchor never had the Wow factor or an eye grabbing commercial with them to get the attention.They were a known brand but not a great brand.Anchor was assumed to be the toothpaste of the older generation.The younger generation preferred Colgate or Pepsodent.Is it or not ?

TMSBiz is not claiming that this commercial will make Anchor a known brand overnight but yes this commercial would be a hit.

Keep the fundas away for now, just enjoy the commercial.

What Say ?

Brand Ambassador Dilemma Part 3-What exactly to do with him/her ?

TMSBee — Mon, 15 Mar 2010 10:31:05 +0000

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 ?

Brand Ambassador Dilemma : Tiger Woods ?

TMSBee — Tue, 15 Dec 2009 10:42:05 +0000

Yesterday i read that Accenture has snapped all its ties with Tiger Woods.He had been the brand ambassador of Accenture from past 6 years.He had become the face of Accenture consulting.’High Performance Delivered’ as tagline was used in the ad campaigns and Tiger was shown solving his golfing problems in the same way Accenture solves its client problems.

Now after a tornado struck Tiger Woods in his personal life and his image has taken a beating,Accenture and other firms associated with him have either snapped ties or are thinking of doing it.

But then there are firms like EA Sports and Tag Heuer who are not following suit.They say that they had Tiger Woods as Brand Ambassador because he was the best in Golf not because that he was a family man or was not involved in any scandals.

This is a big dilemma when it comes to having Brand Ambassadors.In the part one,I had talked how companies are confused over choice of brand ambassadors and what confusion gets created sometimes.

In this part the dilemma is that whether certain qualities of a celebrity should be associated with a brand or by default whole of his/her personality gets automatically associated with the brand.

All the ads of Accenture always featured Tiger Woods playing Golf,talking about Golf,tackling obstacles on the golf course.It was all about Golf.None of the ads had shown Tiger as a perfect family man or a loyal husband.None of the companies had associated any quality other than Golf Skills with the brands.

But sometimes actually the Brand can take a beating due to the brand ambassador.Nike already has started to face it.There are Mock Ads based on Tiger Woods Nike Ads which make fun of the current situation.’Just Did It’ is being used as mockery of the original Nike’s Famous line ‘Just Do It’.

In this case,Golf Skills of Tiger Woods didn’t come to rescue.

So the question is Does overall image of brand Ambassador matters or is it his primary Quality(e.g. Golf) which is most important ?

Near home, we see that more socially stable ambassadors have remained marketers favourite.e.g. SRK endorses much more brands than Salman Khan whose social image is not as stable as SRK.

Its true that a Brand Ambassador becomes the face of the brand and people sub-consciously associate Brand with the celebrity’s personality and social life.People who might hate a cheat or scandalous personalities might not buy Gillette or a Nike

But at the same time, i think about the business Tiger Woods have brought for them in the past due to his super skills in Golf.

This is a big dilemma for companies.Some made the decision against Tiger and some stood by him.Some are still evaluating.

Whether to have an ambassador for your brand or to stick by him in bad times are just few of the issues which lead to the Dilemma called Brand Ambassador Dilemma.

What Say?

Chlormint Salman Khan-Sohail Khan Ad- A Halls Rip Off ?

TMSBee — Thu, 11 Jun 2009 08:18:41 +0000

Recently I saw this new ad of Chlormint featuring Salman Khan.
Chlormint has been known to bring out good ads always with the famous line “Hum Chlormint Kyun Khate hain ?”.Everybody seems to enjoy it.But whats with this new ad,“Bina tayari ke Dobara mat poochna!”
The Ad is ok(rather its good) but when you watch the ad no one can stop himself from comparing it with The Halls Ad featuring Vinay Pathak.
The views are not completely my own but of many people with whom i have talked to(friends,colleagues ,family)
There is a strong link between the both ads.
Just have a look for yourself

The Chlormint Salman Khan Ad

The Halls Ad

Both Ads feature airplanes.
Both Ads feature Dumb characters asking about the product
Both Ads are about a refreshing product.
Halls had one brand ambassador,Chlormint has two.
In the end also protagonists are thrown out (or stuck out) of the plane to tell them about the cooling effect of the product

The two competitors now have quite similar ads.

Can it create the diffrentiation a product needs to diffrentitate ftom the competitor product ?

Halls have an advantage that it came out the with the similar ad first but Chlormint has an advantage of having two bigger endorsers Salman Khan and Sohail Khan.

According to afaqs.com the agency for halls is Contract Advertising Agency and for Chlormint it is McCann Eriksson Ad Agency.

I hope both the ads are not a rip off of a foriegn ad of some other brand or the either brands.

But the similarity in the ads and products cant be unintentional.I dont know whether its just a rip off or just a coincidence.

What Say?

Comments !

Brand Ambassador Dilemma !!

TMSBee — Tue, 19 May 2009 09:27:58 +0000

What is a brand ambassador ?

A brand ambassodor is a person ,celebrity ,a known person or simply a person who promotes a brand.Normally brand ambassadors are people who are famous and have large fan following.

We all know whats a brand ambassador.Daily we see Dhoni feauturing in n number of ads or shahrukh selling a lot many things.Apna Sachin Aila!!!!

So many of them Fim Stars,Cricketers,players,Rakhi Sawants(also) and many others feature in number of ads.A brand ambassador is chosen to give a product a face,to make people associate the brand with the celebrity.

Its a nice technique.Shahrukh Khan is liked by a lot,Sachin is adulated by millions.Associating your brand with him is great.But these days a new funny thing is happening.

I will explain it with an example.

Take Shahrukh Khan who is brand ambassador of Airtel(he is rt?),He has been appearing in all Airtel ads from long time.He had become the face of Airtel along with Rehmans Tune.Now Airtel launches Airtel TV.The brand is still same and they launch this new Product.

if its Airtel TV is should have quite a lot attributes common with the phone service.by attributes i mean the brand attributes(service quality,sales service , feel and all).So Airtel is the main thing which would lead ppl to buy this DTH.

Now what happens in the ad world,Airtel mobile has Shahrukh Khan as its face telling the world that its the best mobile operator.

In the TV world Airtel as a brand has SRK standing against them with an another brand Dish TV and telling the world

‘e eeee eee Wish kkkkaarro to DISH kkkaro aeae ae hmmmm!’

It means SRK is not at all promoting Airtel as a brand instead is promoting DISH against it.

Matlab mobile lo airtel ka but TV nahin agar tum SRK fan ho!!!

Brand loyalty ki baatein karte hain,Apne brand ambassador emin to loyalty hai nahin.

Same is with Zaheer Khan

Mobile service IDEA

DTH Airtel

Lets discuss DHONI now or MSD whatever He is promoting all the products you can think of buying.

there is a term known as general subsitute.it means all the products can be subsitutes of each other.All the products fight for your disposable income.Like if you have 50 bucks ,you can either buy Pepsi and lays or Dabur Chyawanprash or Boost and Milk .

The problem is now Dhoni is promoting all.(arey 50 rs mein to AIRCEL ka recharge bhi aa jayega).If you are a diehard Dhoni fan and trust what he says to kya loge.

loge vahi jo apna dil karega to brand ambassador ne karna kya hai !!!

Seedhi baat! No bakwaas!! arey ye to sprite ka tagline hai Sprite se yaad aaya,Seedhi baat karne vaali sprite has done a lot of twists and turns in brand ambassadorship(i dont know whether this word exists or not!).SRK (again) and Ishant Sharma chup chap PEPSI bech rahe the Sprite came along signed KKR(hhahaha Kolkata Knight Riders!!!).SRK (who was dumped by Pepsi) and Ishant Sharma went along happily with SPRITE.SRK who was selling PEPSI from ages suddenly jumped to SPRITE for his team or may be more money.

When Brand ambassadors are themselves not loyal so what loyalty would they induce through ads.

So apni akal lagao,Jo dil kare vo karo! Seedhi Baat No bakwaas!!!!!

here ends my brand ambassador dilemma
Comments Please !!!