The following points are the ruling criteria for selecting and short-listing the winning 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; pains taking crafts manship. Here’s a peek into our TVC verdict for the fortnight ended September 25, 2006. Ready to groove?
BRAND: Coca-Cola
AGENCY: McCann Erickson
BASELINE: NA
DESCRIPTION: With a Coca-Cola factory in the backdrop, Aamir Khan talks about his reasons for still endorsing the brand in this ad. He takes a round of the Coca-Cola factory, and explains how this ‘Thanda’ drink goes through many quality checks and also about the precautions that are taken in the process of making this carbonated drink. The TVC ends with Aamir inviting customers to come and visit any of the Coca-Cola factories if they are still in doubt. Unable to resist any more, Aamir picks up a bottle, opens it and takes a sip as he says, ‘Jab bhi man kare, befikar ho kar peejiye’.
BRAND: Coca-Cola
AGENCY: McCann Erickson
BASELINE: NA
DESCRIPTION: With a Coca-Cola factory in the backdrop, Aamir Khan talks about his reasons for still endorsing the brand in this ad. He takes a round of the Coca-Cola factory, and explains how this ‘Thanda’ drink goes through many quality checks and also about the precautions that are taken in the process of making this carbonated drink. The TVC ends with Aamir inviting customers to come and visit any of the Coca-Cola factories if they are still in doubt. Unable to resist any more, Aamir picks up a bottle, opens it and takes a sip as he says, ‘Jab bhi man kare, befikar ho kar peejiye’.
4Ps TAKE : In the wake
of the pesticide controversy, if Pepsi brought its CEO Rajeev Bakshi out of the boardroom to talk to consumers, Coke is not far behind either. But, for Coke, Aamir Khan does the trick and that’s where it scores a point over Pepsi. When it comes to screen presence and convincing power, Aamir being Aamir takes the lead over Bakshi. That’s celeb power for you. The power idea is clearly to damage control measure and establish how safe Coke is. The single-minded focus of the ad ensures that Khan does his job effectively. Simple yet powerful, this one might not be remembered for its storyline, but for its convincing power!For Complete IIPM - Article, Click on IIPM-Editorial Link
Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006
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