Now over to the idiot box!
The following points are the governing criteria for selecting and short-listing the winning TVC ads: clarity in positioning products; clinching benefi t to the brand; presence of a power idea; visibility of brand personality; expectancy of communication; single-minded focus of a message; reward to the prospect; visually arresting and painstaking craftsmanship. Here’s a peek into our TVC verdict for the fortnight ended July 2, 2007. Ready to groove?
BRAND: Bajaj
AGENCY: Lowe, Lintas
BASELINE: Distinctly Ahead
DESCRIPTION: A guy is riding a Bajaj bike on a highway; he spee
ds ahead of all the other vehicles, while the jingle ‘Aaage nikal rahe hain hum…hamara Bajaj’ plays in the background. Suddenly, a machine like structure pops out of the bike, and another bike metamorphoses (remember the amazing special effects in the Terminator series?), which is being ridden by the same guy. Both start racing through a rocky terrain. After a while, a third Bajaj bike is formed. All three race, finally stopping to form a circle, where a fourth Bajaj bike emerges. All four ride in a line. The last one overtakes the other three and stops after going a little ahead. In the end, the other three enter the fourth one and finally one biker stands on the rock. But it’s not over yet: a Bajaj bike appears from under the water and the VO says, “Aage alag andaaz se.”
4Ps TAKE: In this world of racing and speed worshippers, Bajaj has come out with a killer concept: playing on the racing pulse of bikers. The power idea is to focus on the USP of the product: speed. The reward to the prospect is the trusted Indian brand name, Bajaj. The visual is mind-blowing, with the creativeness borrowed generously fro Terminator and other ‘fast and furious’ movies. The strategy is to position Bajaj bikes as modern and trendy; other than the fact that it can take on any type of terrain, rough or otherwise. The ad also plays on the aspect that even though there may be different strokes for different folks, in the end, speedsters of the world have Bajaj. That, quite clearly, is the last word.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
The following points are the governing criteria for selecting and short-listing the winning TVC ads: clarity in positioning products; clinching benefi t to the brand; presence of a power idea; visibility of brand personality; expectancy of communication; single-minded focus of a message; reward to the prospect; visually arresting and painstaking craftsmanship. Here’s a peek into our TVC verdict for the fortnight ended July 2, 2007. Ready to groove?
BRAND: Bajaj
AGENCY: Lowe, Lintas
BASELINE: Distinctly Ahead
DESCRIPTION: A guy is riding a Bajaj bike on a highway; he spee
ds ahead of all the other vehicles, while the jingle ‘Aaage nikal rahe hain hum…hamara Bajaj’ plays in the background. Suddenly, a machine like structure pops out of the bike, and another bike metamorphoses (remember the amazing special effects in the Terminator series?), which is being ridden by the same guy. Both start racing through a rocky terrain. After a while, a third Bajaj bike is formed. All three race, finally stopping to form a circle, where a fourth Bajaj bike emerges. All four ride in a line. The last one overtakes the other three and stops after going a little ahead. In the end, the other three enter the fourth one and finally one biker stands on the rock. But it’s not over yet: a Bajaj bike appears from under the water and the VO says, “Aage alag andaaz se.”4Ps TAKE: In this world of racing and speed worshippers, Bajaj has come out with a killer concept: playing on the racing pulse of bikers. The power idea is to focus on the USP of the product: speed. The reward to the prospect is the trusted Indian brand name, Bajaj. The visual is mind-blowing, with the creativeness borrowed generously fro Terminator and other ‘fast and furious’ movies. The strategy is to position Bajaj bikes as modern and trendy; other than the fact that it can take on any type of terrain, rough or otherwise. The ad also plays on the aspect that even though there may be different strokes for different folks, in the end, speedsters of the world have Bajaj. That, quite clearly, is the last word.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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