Advertising Opinions

This post is about two Bengali TV campaigns, both are mustard oil brands targeting the Bengali population; one is Emami Healthy and Tasty Mustard Oil and the other is Nutrela Kachhi Ghani Mustard Oil. The Emami campaign comprises four ads while Nutrela is a single ad campaign. In a product category such as cooking oils which is essentially a commodity, positioning brands is a challenge. One mustard oil is no different from the other so no differentiation can be shown in the advertising in terms of physical characteristics; differentiation is possible only in the label design and advertising. The target audience in both campaigns is exactly the same and the essential message is also the same, which is about enhancing the flavours of Bengali food. Despite the similarities both campaigns are based on different consumer insights, hence are significantly different for each other. So what is distinctive about of these two campaigns? Let me analyse both these campaigns. Mustard oil is essenti...

In November 2013 the Indian FMCG market saw a new entrant – SCA, one of the world's largest companies in personal care products. The company’s two brands – Libero and Tempo were unveiled. Libero is a range of baby care products; it comprises of baby diapers, baby wipes and baby toiletries. The second brand is Tempo – a range of hand and face hygiene products. In this post I would like to comment upon the advertising I have seen of these two brands. Libero The Libero launch ad campaign comprised TV commercial, press ads and outdoor (I remember seeing see bus shelters). Libero addresses the concerns of Indian mothers regarding safety for their babies; it claims that its products are made from skin-friendly natural ingredients which are good for baby’s skin and is a natural way to care for the baby. To my mind both the press ad and TV commercial do not communicate the proposition strongly, or let us say the proposition itself is not strong enough because the ‘natural’ claim has been o...

 The Snickers ad campaign was first launched in India sometime in the year 2008 and it was promoted as a snack to be eaten between meals, the first Indian TV commercial  for Snickers ‘Iske to char baj gaye!’ that was created had the tagline 'Hunger Baja Char Snickers Kholo Yaar' (When hunger strikes at four unwrap a Snickers). The ad showed a goal keeper who is not alert because he feeling hungry at 4.00 pm, but after he eats a bar of Snickers which is passed please see the ad on YouTube ). The brand was pretty low key when it was introduced in India in 2004, few shops stocked it and the advertising was not enough. The product itself was imported and not manufactured in to him by the spectators he begins to perform well and saves a goal ( India. Even to this day the product is imported; the pack of Snickers I bought yesterday was made in UAE. As per media reports Mars International, the owners of Snickers, Galaxy Chocolates, Mars Chocolates and few other brands, will commence...

Eat milk with every meal is the latest press campaign from Amul, it comprises full page ads in newspaper, I saw them in The Times of India. It commenced in 2013 and continues this year as well. As reported in a section of the media the purpose of this campaign is to make consumption of milk and milk products a daily habit because in this age of fast food Amul does not want the goodness of milk to be compromised with. The effort is to re-position milk and make the entire range of Amul dairy products trendy and appealing to all. I think the campaign is making a generic statement – what applies to Amul will also apply to other brands of milk and dairy products and even to the unbranded category.Therefore logically this campaign should also benefit other producers of dairy products also, but it will strengthen Amul position in the dairy market more because the name Amul is so synonymous with milk and milk products. In this campaign I have so far seen an ad each for Amul Cheese, Butter, Fr...