The biggest contributors to the advertisement world are the FMCG guys. And no wonder being people who invent new ways in building brand, Unilever (Hindustan Unilever in India) is one organisation that believes in TV ads to a large extent and spends so much is TV ads. Recently I watched their share performance too. Looks like they spend really too much on their sales and mktg activities that their P&L suffers. First quarter has seen a decline in the profits and so did their share price... However, those are beyond the scope of this blog site ;-) Coming back to their ads, one needs to appreciate the efforts taken by the team to communicate a message consistently pertaining to a particular brand...!
Recently the ad that comes for the Brooke bond 3 Roses tea... simply good!
Husband and wife at home.. and how the tea becomes a member in the family connecting the two in spending good time... This single message is conveyed thru various story lines.. either its he trying to say "I love you" to his wife in a cheeky way.. or its waiting for 'Lakshmi Aunty'... the message is clearly spelt. Good thought process by the team..! The female model in this ad(guess her name is 'Divya') is now appearing in every other ad on the TV, does it well. The male is an equal match..
The couple used to come for a different version of brooke bond tea ad.. "To improve sharpness of your brain". One fine morning he comes with ear studs and says,'Happy birthday' to his wife who is still sleepy on the bed. She gets annoyed and says 'its next month'. While this ad is a beginner, the one that came in continuation to this after a couple of months is good. When the wife gets ready for going out to a relative's house, she checks with her hubby, "Is my dress fine". This guy innocently says, "You wore this during our last visit to their house". She gets upset and walks back... and after a while turns back and says "Thanks".... reflecting that he has already become sharp...
Two things I like about this ad.. Advertisements get into the minds of the target audience very easily when day to day happenings are picked up for picturising a scenario and engineering a message. Its too common for a common man to forget some important dates like the one told in the ad. Similarly, its not very uncommon for a girl to be conscious about the dress she wore for the previous function... (This I realised only after my marriage though.. !!!!) Both these incidents which occur in the common life have helped deliver the message clearly and easily to the target segment.
I believe by taking such simple stories on screen; blending them with little innovation the brand team has ensured a smile on the audience face .... which I consider a success for building brand thru TV ads! Good attempt !
If you feel good / bad / ugly about the above, post your comments..
Ebi
