The following points are the ruling criteria for selecting and short-listing the winning
TVC ads: Product positioning clarity; clinching benefit to the brand; presence of a power idea; visibility of brand personality; expectancy of communication; single-minded focus of message; reward to the prospect; visually arresting; painstaking craftsmanship. Here’s a peek into our TVC verdict for the fortnight ended April 21, 2007. Ready to groove?
Brand: Pepsi Gold
Agency: JWT
Baseline: Agla World cup hum laayenge
Description: A bunch of kids go to an old tailor and ask him if he’ll make them ‘uniforms’ of the Indian cricket team. The old man agrees, not too happily. As he measures them, the boys keep telling him to increase the sizes; the clothes are obviously meant for someone much bigger! When the old man asks them when they need the ‘delivery’, the kids reply in chorus: “Four years later”! They come out, glug down some Pepsi Gold and say they’ll bring back the next World Cup!
4Ps Take: Looks like Pepsi is finally made a move to salvage its Blue Billion disaster: A campaign crafted on the assumption that the Indian cricket team would rock the Caribbean and bring home the World Cup, which made Pepsi end up looking more than slightly foolish when Team India was knocked out in the first round itself! But PepsiCo has more than made up the debacle with this new offering and how! The power idea is to re-package the World Cup cola slightly and re-launch Pepsi Gold with a tongue-in-cheek approach, complete with a bunch of young brats and a doddery but lovable old tailor! The USP is the spirit of Pepsi that gives the boys the chutzpah to say something totally ridiculous in a perfectly plausible manner (“agla World Cup hum laayenge”)! And of course the element of humour – and the ability to laugh at oneself – that overrides the ad is just wonderful. Definitely stands at the top of the heap!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
Read more:-
TVC ads: Product positioning clarity; clinching benefit to the brand; presence of a power idea; visibility of brand personality; expectancy of communication; single-minded focus of message; reward to the prospect; visually arresting; painstaking craftsmanship. Here’s a peek into our TVC verdict for the fortnight ended April 21, 2007. Ready to groove?Brand: Pepsi Gold
Agency: JWT
Baseline: Agla World cup hum laayenge
Description: A bunch of kids go to an old tailor and ask him if he’ll make them ‘uniforms’ of the Indian cricket team. The old man agrees, not too happily. As he measures them, the boys keep telling him to increase the sizes; the clothes are obviously meant for someone much bigger! When the old man asks them when they need the ‘delivery’, the kids reply in chorus: “Four years later”! They come out, glug down some Pepsi Gold and say they’ll bring back the next World Cup!
4Ps Take: Looks like Pepsi is finally made a move to salvage its Blue Billion disaster: A campaign crafted on the assumption that the Indian cricket team would rock the Caribbean and bring home the World Cup, which made Pepsi end up looking more than slightly foolish when Team India was knocked out in the first round itself! But PepsiCo has more than made up the debacle with this new offering and how! The power idea is to re-package the World Cup cola slightly and re-launch Pepsi Gold with a tongue-in-cheek approach, complete with a bunch of young brats and a doddery but lovable old tailor! The USP is the spirit of Pepsi that gives the boys the chutzpah to say something totally ridiculous in a perfectly plausible manner (“agla World Cup hum laayenge”)! And of course the element of humour – and the ability to laugh at oneself – that overrides the ad is just wonderful. Definitely stands at the top of the heap!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
Read more:-
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