Pushpinder – Pushing for higher market share
The Servo 4T – Pushpinder TV commercial has been on television for quite some time now. It shows a young man pushing his motorcycle and is being made fun of by everyone who sees him; he has even been given a nickname – Pushpinder, because he is always seen pushing his motorcycle. To my mind the approach taken for creating this campaign is very different from those of its competitors. The primary function of any lubricant is to reduce friction between moving parts, thus reduce wear and tear, and also prevent corrosion; this enables the machinery to work efficiently for a long time. The message communicated in all advertisements for lubricants is essentially this but the manner in which it is communicated differs from brand to brand. The Servo 4T – Pushpinder TV commercial also conveys essentially the same message but adds another aspect, that being, if a person were to use inferior lubricants, he would not only face hardship (pushing the bike) but also humiliation (people making fun), ...