BASELINE : Aao twist karen
4Ps TAKE : Guess Dabur’s new Real T
wist is trying to introduce itself in a really twisted manner – but is it working with the consumers, we would like to ask? The ad uses the evergreen song ‘Aao twist karein’ from the hit Hindi film Bhoot Bangla, but the point is that there’s no use singing about ‘twisting’ if you don’t explain the rationale to the audience, which is exactly what happens in this ad. Dabur, which usually has its fingers on the pulse of its target audience, doesn’t even seem to know what the product proposition is. So instead of getting a sense of branding and what Dabur Twist is all about, we only get to hear the hit song – and nothing else. The focus is lost: isn’t it supposed to be a soft drink that Dabur is launching this season? So how come that’s not made clear? There is hardly any communication – except the song. To be fair, the visual is not bad either thanks to a lot of young, good-looking faces. But, hey, Dabur probably needs a new twist to its strategies!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
4Ps TAKE : Guess Dabur’s new Real T
wist is trying to introduce itself in a really twisted manner – but is it working with the consumers, we would like to ask? The ad uses the evergreen song ‘Aao twist karein’ from the hit Hindi film Bhoot Bangla, but the point is that there’s no use singing about ‘twisting’ if you don’t explain the rationale to the audience, which is exactly what happens in this ad. Dabur, which usually has its fingers on the pulse of its target audience, doesn’t even seem to know what the product proposition is. So instead of getting a sense of branding and what Dabur Twist is all about, we only get to hear the hit song – and nothing else. The focus is lost: isn’t it supposed to be a soft drink that Dabur is launching this season? So how come that’s not made clear? There is hardly any communication – except the song. To be fair, the visual is not bad either thanks to a lot of young, good-looking faces. But, hey, Dabur probably needs a new twist to its strategies!For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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The ‘democratic’ route to self-destruction?
Nine Jersey Nights... Lung ‘crack’ers!
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