Soft drinks ads in the summer of 2013
I have observed that most soft drinks brands today are getting more and more dependent on celebrity endorsement. The three cola brands have used celebrities for decades; among mango drinks Slice has been using Katrina Kaif for some years. This year Maaza has jumped into the celebrity bandwagon by using Imran Khan and Pariniti Chopra, till last year Maaza ads were pretty good without celebrities. Humour was very well used so why are celebrities being used now? Well at least the basic message/proposition has remained consistent –“Har mausam aam”. What surprises me this summer of 2013 is the Frooti ad campaign featuring Shah Rukh Khan. This brand has been around for the last 27 years and it never needed celebrity endorsement; in recent years we have seen innovative ads from Frooti – please see my earlier posts in this blog: Frooti Advertising Always Fresh and Juicy – Consistent message but hope nobody was hurt while filming and Mango Frooti – Growing Up Part 2 . Last year their campai