Apr 06, 2005 02:31 PM
6841 Views
(Updated Apr 06, 2005 02:31 PM)
I'm an ocasional carnivores and do not go beyond eating the chicks. I mean chicken. The dreams of my fish eating adventure always turn into a nightmare when I see the fishbones getting stuck and a fat lady pounding me upside down on the ground to get the fishbone out.
I'm the one who is leading a crusade against the tribes who practice eating men alive. This is so inhuman to eat a man alive ! But sometimes I make an exception to leave that crusade and cheer up for the man-eating practices. Recently, I cheered up for that practice when the Celebrity model in Pepsi's Recent Oye bubbly Campaign was shown gulped down by some unknown toungue alongwith the car !
For that moment, I gave up my precious stone in my house and stood up to cheer for the creativity as well as foresightness of the Ad-maker.
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Creavitivity :Creativity according to me is putting something new before the world. This ad-maker has really done a fantastic job and gone miles ahead of the other Soft-drinks' ad-campaigns.
My Dope on marketing fundas : My marketing professor always taught me of market segmentation. Segmenting the customers as per their individual characteristics. This helps in catering to the individual tastes of the consumers and keep him loyal to the product. But then this is the fiercely fought market place by the cola makers and each one is expanding their market reach as well as customer base. Everytime I meet a Cola salesman he tries to convince me about the obvious reasons for cola consumption poised to rise in India. The obvious reasons are how low is the per capita consumption of cola in India vis-a-vis that in Pakistan and other nations.
So it means, if the existing population of consumers are not adding to the bottomline, target new customers. To position the product before the new envisaged customers, take out a new campaign to woo new customers like exposed bellies of bikini clad babes, a guitar, a burger, light-poles at cricket stadium, a cricketer inside ur pocket and yes, the great SRK !
This advertisement will go down in History of advertising world as the new chapter written for wooing the non-alive and imaginery objects to buy the products.
Objective of the advertisement was:
The objective of the bare bellies of bikini clad babes was to show that summer is approaching and dont forget to carry ur Pepsi to quench thirst.
The guitar signified time to roam free since this is a vacation time and people develope and / or nurture new hobbies ! Playing guitar is one of them !
The stadium flashlight wanting Pepsi reminded people of the ongoing cricket season and reminded them of having Pepsi while watching the cricket.
The singing burger signified that eating out is a fashion now a days and since this is a holiday season, people would eat more outside.While doing that dont forget to have a pepsi.
The hidden cricketer from the pocket was shut up to create one more shot at the model of the rival cola company.
What it turned out in reality :Shahrukh Khan sporting his all time ''I'm the Best'' attitude on his face walking by few rich babes asking a Rs. 6 Pepsi because it is so bubbly ! Come on babes, u can earn lifetime money for drinking your Pepsi by working in the outfit in any remixes or any Vikram Bhat movie !
Forming of lips out of anything went so outrageous afterwards that and finally the golden moment came....
The golden moment that made me stood up and salute the outrageous creativity of the ad-maker and not to forget the foresightness.
Foresightness : The 20 something seconds torture inflicted on me made me to switch off the TV, but the moral question arised as to why should I be suffering for the mis-creations of the ad-maker. In fact, the part and parcels of the advertisements must be punished. And this is where the foresightness of the creative guy at ad. agency was seen widely.
The pain inflicter i.e. SRK was gulped in with his car...what a foresightness ! As put in By sunny deol in Damini ''Meri adalat me sunwai woh bhi tabadtob !'' !
I salute the genuis in the advertising agency who crafted such an advertisement with a rare combination of real message to be conveyed to the target audience as well as foresightness about the effect of the advertisement.
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Meanwhile, can someone let me know the address of that man-eating thing in this bubbly adv, I want to send it to India TV, a lady named Ruchi just phoned me up !
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