Advertising Opinions

There is no doubt about the fact that film marketing has reached new heights in recent times, but undoubtedly it is Aamir Khan who raises the bar every time when it comes to promoting his films. His promotion of Lagaan was quite innovative. Even after the film was declared a hit he organized cricket matches with the Lagaan team. For Peepli Live the approach was totally different. When he first started promoting the film there were reports in the press of how he had side tracked the debutant director Anusha Rizvi. Recently however in an interview to a business channel Aamir Khan explained that his first task was to tell the world that Peepli Live was Aamir Khan’s film. He pointed out that promoting 3 Idiots was fairly simple for half the problem was solved by the fact that he and Raju Hirani --- director of the hit Munnabhai series were coming together in this film. This would naturally evoke the cine-goers’ interest. Peepli Live neither has a well-known director nor any stars. Ragh

‘Mango Frooti Fresh and Juicy.’ I love this rather catchy tagline. Ever since Frooti was launched this has been the theme for Frooti’s ad campaign. What do I like best about their campaign? No celebrity endorsement.  The message has essentially been the same only the approach has changed over the years; it is a fun drink, everybody loves it and it is a good substitute for mangoes. As the years rolled by the jingle’s tune changed a bit but the line ‘Mango Frooti ---- Fresh and Juicy did not change. The latest Frooti Prank campaign continues with the same message this time with no jingle. At the end of each commercial, as the prank is revealed to the unwary people on the road, the shot freezes and you see the words Juicy Surprise Mango with a tune and a chorus of ‘La La Laa’ reminiscent of their jingle, ‘Mango Frooti Fresh and Juicy playing in the background. The underlining message continues although since last year they have also added a new tagline ‘why grow up’. My only misgivings --