Thums Up: Mil Gaya Boss

Brand: Thums Up

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

1. 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.
   
   
2. 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 :)

Kinley : Vishwaas kar

Brand: Kinley

Agency: Ogilvy

From trusting the product to trust on your lives...Kinley moves ahead in its communication.

The "Boond Boond mein Vishwaas" has matured into "Vishwaas Kar" with real life stories involving kinley, revolving around the aspect of trust.

But isn't every bottled water supposed be pure and trustworthy ??

And when a highly impulse purchase behavior dominates a category like bottled water, i doubt how much the communication will stand out!!!

Aircel

Brand: Aircel

This will be one of the latest examples of guerrilla markting in India where a Brand has made the best use of the situation and came out with one of the best "In your Face" kind of campaigns.

I really dont need to explain much and Believe that the pics will do the talking for themselves.

Just have a look!!!

I could not upload these many pics, so have tried to put them in a video file!!!

By the way, this happened at the Milan Subway in Mumbai. A few days back I was in Delhi where I came across a similar promotional hoarding by Aircel near the Minto Bridge. But the rains were yet to reach Delhi by then...so not sure if it ever came in use!!!

Bajaj XCD

Brand: Bajaj XCD

Agency: Ogilvy

The bike pitted as the younger sibling to Pulsar, has suddenly toned down its positioning. Initially it was explicitly portrayed as the bike that attracts females (The Bitch Fight) but this one tones down the message, though in the end it still remains the same.

I believe the focus has shifted from the youth as was in the last advert to more of a family guy in the lower middle class, but still portrayed as an aspirational product.

Vodafone: Happy to help

Brand: Vodafone

And I thought they were over with the pug. With the zoozoos making a long lasting impact in the minds of the consumer, going back to the pug is something which i don't understand.

The brand had come to be identified with the zoozoos, but going back to the pug might create some confusion within their minds.

This a series of ads running simultaneously on television. What impact will it create is still a point of contention.

Videocon

Brand: Videocon

old wine in a new bottle....though a wrong metaphor when used here for videocon, cos older the wine, the better its supposed to be.

Videocon has been loosing out on the market for a long time, and its old tag line "Bring home the leader" and "the Indian Multinational" have become so mundane that they hardly make a difference. Hence the re branding!!!

also this is a series of ads featuring the two characters, featuring various aspects of the brand, something inspired by the zoozoos. These characters are known as Chow Mouw!!!

Idea: Walk the Talk

Brand: Idea

Agency: Lowe Lintas

Another 'idea' to change our lives, " Walk When you talk".

Idea has been fighting the telecom battle with the bigwigs and has finally been able to create some mind space after its "What an Idea" campaign with Abhishek Bachchan. Idea has emerged as a big player in the prepaid connections segment providing good service at low cost. But staying put in the prepaid market need to be a top of mind awareness, and thus the success of "What and Idea" campaign. This one carries forward the same message with an additional theme of Walk when you talk.

Nice concept, great use of Abhishek Bachchan.

I'm sure the ad will be successful in creating further awareness and increase the recall for the brand.