The following points are the ruling criteria for selecting and short-listing the winning TVC ads: Product positioning clarity; clinching benefi t to the brand; presence of a power idea; visibility of brand personality; expectancy of communication; single-minded focus of message; reward to the prospect; visually arresting and painstaking craftsmanship. Here’s a peek into our TVC verdict for the fortnight ended June 19, 2007. Ready to groove?
BRAND: Hero Honda Pleasure
AGENCY: FCB Ulka
BASELINE: Why should boys have all the fun?
DESCRIPTION: A guy’s car breaks down in front of a railway station. He seems to be an American Born Confused Desi (ABCD). Enter, Priyanka Chopra (dressed typically like a Punjabi kudi), riding a Hero Honda Pleasure. She offers him a lift after finding out that he wants to visit one Mr. Singh. On their way, she asks him about his purpose of visit when he says that he has come to see Mr. Singh’s daughter
Manjeet and calls her a silly village girl. So when the ABCD asks her if she knows Manjeet, she says she looks like a buffalo and drops him back to the railway station – after telling him that she is Manjeet. While the ABCD bangs his head in despair, Priyanka signs off saying, ‘‘Why should boys have all the fun?’
4Ps TAKE: Hero Honda Pleasure has always kept women on top for an obvious reason: women (not just city slickers but gaon ki goris too) are the brand’s target audience. This time Priyanka Chopra takes great pleasure to take the guy’s trip – and how! Scoring high on communication, the tongue-in-cheek storyboard, and the splendid visuals, the message is sent across loud and clear. The tagline -- ‘Why should boys have all the fun?’ -- simply reinforces the communication. The power-idea is to depict woman power and show the fairer sex as being much smarter than the opposite sex. The USP? Well, the all new 100cc Hero Honda Pleasure is light to handle and easy on the move. And the reward to the prospect is, of course, Priyanka Chopra: if she can do it, why can’t the rest of the girls? What a pleasure!
BRAND : Sunfeast Pasta Treat
AGENCY : JWT
BASELINE : Pizza Style
DESCRIPTION: Shahrukh Khan asks two kids whether they want to have pasta or a pizza. The kids say that they want both. Shahrukh replies, ‘No problemo’ in an Italian accent, and the kids seem surprised. He then tells them about the new Sunfeast Pasta Treat Pizza-style and shows them the packet, explaining that the product contains wheat, real tomatoes and corns (all the good and healthy things!). He then explains how easy it is to
prepare: just boil the pasta and it is ready in pizza style in just 10 minutes. He serves the dish to them and the kids love it. They yell out: Yummy! And Shahrukh says Mama Mia.
4Ps TAKE: Sachin and Shahrukh are both taking ITC’s Sun Feast brand to newer heights as its brand ambassadors. The power idea is to launch the new Sunfeast ‘pasta treat in pizza style’ via the communication in Italian style. Nothing new, but truly, hats off to King Khan, who has, as usual, done the job with oodles of pizzazz. The visual is appealing with the two oh-sosweet kids tucking into the tasty pasta that tastes like pizza! The USP is its lip-smacking taste. The reward to the prospect – let’s just put it down to the health angle: unlike pizza, that is supposed to be a fast food, this one gets a thumbs up for being health conscious. In the end, we have to say, Very tasty, Very Italiano!
For Complete IIPM Article, Click here
Source: IIPM Editorial, 2008
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
Read more:-
BRAND: Hero Honda Pleasure
AGENCY: FCB Ulka
BASELINE: Why should boys have all the fun?
DESCRIPTION: A guy’s car breaks down in front of a railway station. He seems to be an American Born Confused Desi (ABCD). Enter, Priyanka Chopra (dressed typically like a Punjabi kudi), riding a Hero Honda Pleasure. She offers him a lift after finding out that he wants to visit one Mr. Singh. On their way, she asks him about his purpose of visit when he says that he has come to see Mr. Singh’s daughter
Manjeet and calls her a silly village girl. So when the ABCD asks her if she knows Manjeet, she says she looks like a buffalo and drops him back to the railway station – after telling him that she is Manjeet. While the ABCD bangs his head in despair, Priyanka signs off saying, ‘‘Why should boys have all the fun?’4Ps TAKE: Hero Honda Pleasure has always kept women on top for an obvious reason: women (not just city slickers but gaon ki goris too) are the brand’s target audience. This time Priyanka Chopra takes great pleasure to take the guy’s trip – and how! Scoring high on communication, the tongue-in-cheek storyboard, and the splendid visuals, the message is sent across loud and clear. The tagline -- ‘Why should boys have all the fun?’ -- simply reinforces the communication. The power-idea is to depict woman power and show the fairer sex as being much smarter than the opposite sex. The USP? Well, the all new 100cc Hero Honda Pleasure is light to handle and easy on the move. And the reward to the prospect is, of course, Priyanka Chopra: if she can do it, why can’t the rest of the girls? What a pleasure!
BRAND : Sunfeast Pasta Treat
AGENCY : JWT
BASELINE : Pizza Style
DESCRIPTION: Shahrukh Khan asks two kids whether they want to have pasta or a pizza. The kids say that they want both. Shahrukh replies, ‘No problemo’ in an Italian accent, and the kids seem surprised. He then tells them about the new Sunfeast Pasta Treat Pizza-style and shows them the packet, explaining that the product contains wheat, real tomatoes and corns (all the good and healthy things!). He then explains how easy it is to
prepare: just boil the pasta and it is ready in pizza style in just 10 minutes. He serves the dish to them and the kids love it. They yell out: Yummy! And Shahrukh says Mama Mia.4Ps TAKE: Sachin and Shahrukh are both taking ITC’s Sun Feast brand to newer heights as its brand ambassadors. The power idea is to launch the new Sunfeast ‘pasta treat in pizza style’ via the communication in Italian style. Nothing new, but truly, hats off to King Khan, who has, as usual, done the job with oodles of pizzazz. The visual is appealing with the two oh-sosweet kids tucking into the tasty pasta that tastes like pizza! The USP is its lip-smacking taste. The reward to the prospect – let’s just put it down to the health angle: unlike pizza, that is supposed to be a fast food, this one gets a thumbs up for being health conscious. In the end, we have to say, Very tasty, Very Italiano!
For Complete IIPM Article, Click here
Source: IIPM Editorial, 2008
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
Read more:-
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