A non-contemporary advertisement as per the regular Thums Up ads that we are used to in the recent past. Two things that stuck out very prominently in this one are
- There are no stunts performed. Though the ad does show its brand ambassador Akshay Kumar as having just performed a daredevil act to get to his loved Thums Up and with the words "Mil Gaya Boss" (Got it Boss), it kind of fills in the empty space of the stunt.
- A female drinking Thums Up. Now this ones a new!!!
We are used to good looking females being used only as props along with the male protagonist is most of the ads. With the brand having a highly masculine image, this can be touted as an attempt to move to a more uni sexual appeal for the product. But could it lead to a brand dilution for a well established brand like Thums Up which is the largest selling sparkling drink in India.
I do agree that its just not the men that drink Thums Up and a lot of females too swear by it, but I still feel that this attempt might just result in unsettling the brand from its established image, for good or for bad is yet to be seen :)
Ummm, I did see the ad but the points you mentioned, I didn't even notice then. So, from consumer point of view, I think it's just another Thums Up ad. I think a change in the brand ambassador, or adding more to it than just Masculine/strong effect, is needed. Thums Up is really going un-noticed despite its heavy expenditure on ads. So, publicity wise, company is wasting it. I think.
ReplyDeleteThe ads are not going un-noticed...just to mention a fact out here, Thums Up is the largest selling carbonated drink in India right now, much ahead of Pepsi and Coca Cola...so i guess the ads are not going un-noticed.
ReplyDeleteAs for the changes in the usual advertising of the brand, well these changes do take time and have to be subtle so as not to loose out on the share of brand loyals Thums Up has. Had they moved out from Akshay Kumar and featured a female protagonist in the ad, Im sure many regular's of the brand would have suffered dissonance and could have moved to rivals or other coke brands.