Tuesday, 4 October 2011

When Marketers jingle (& sing) all the way....

He's Always On Facebook...Yes!!!
This is indeed the story of every teen, adult, almost every individual, who has the knowledge & access to the World Wide Web.
Its surprising to find that not-so-tech savvy parents & relatives (from the Generation Ex) are embracing this phenomena called Social Networking with open & loving arms. Call it snooping by housewives, networking by professionals or just catching up with friends, Facebook has become omnipresent.
So Vodafone has come up with Vodafone Blue, a handset which caters to this "need" of the masses.
The advertisement by Ogilvy starts with a 20 something year old boy getting up in the morning & gets hooked onto the Facebook. Now what's so unusual about that right? The fact that Ogilvy has captured the whole digital phenomena & presented it beautifully in the physical space is the most innovative aspect, according to me. Obviously the catchy song sort of rings into your head for the whole day, is another helping aspect. 
But the advertisement sort of fails to etch the Brand Vodafone into the customer's minds. You remember the ad, but fail to remember the brand, as in the whole advertisement there is no mention about the brand Vodafone at all.

So yes, its catchy, yes its innovative, yes it targets to the facebook generation...but I forgot what brand is it again??

Another example here can be quoted about the Airtel's "Har Ek Friend Zaroori Hota Hai" campaign. When I first saw the advertisement, half way through I thought this must be about some Nokia phone (Connecting people) being launched with a separate friends network (in order to combat the bbm by Blackberry). But to my surprise it was good old Airtel targetting youth. Great tune again but what about brand recall?? My friends could not place the brand associated with the most happening "Har Ek Friend Zaroori Hota Hai", although they kept quoting the same & humming the tune through days.

Hero's new commercial "Hum Mein Hai Hero"  is another one nowadays with a catchy song by the Maestro A.R Rehman himself. The commercial clearly connects to the emotional quotient associated with the brand Hero (Cycles) in the hearts of every Indian. Brand recall is high. However, I feel the use of Hero motor bikes could have been incorporated more in the commercial. Other than that, it clarifies at the end  "Aapka Hero Honda ab ban gaya hai Hero Moto Corp." leaving no doubts in the minds of the customers.

It is indeed,  the increased usage of catchy tunes into the TV commercials, but one thing to keep in mind is Do they create enough Recall for the Brand???



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