Which do you think makes a better connect with you, or whom would you buy from?
We are your only choice The only company selling blah-blah with blah-blah technology. We are the only option if you want blah-blah on your blah-blah. (In other words, if you want blah-blah and not choose us, you’re doomed. Where will you go, eh?)
We appreciate your choice We are equipped with blah-blah on our blah-blah, but we appreciate that you have a choice of going to other people but have chosen us. We appreciate that you have chosen us amongst many others who are giving similar (not the same) offerings. (In other words, we are better, because youchose us; The blah-blah on the offering might be just one of the reasons you did.)
A TV spot for Frankfinn air-hostess training institute. Well-made, well-executed, but it’s a surprise everytime the ad ends, because apart from the last vignette there is nothing to indicate that it is talking about an air-hostess training institute.
Why are you talking about girls being themselves, not caring about the world, about their individuality, in an ad for an institute training girls for the stereotypical female profession?
Plus the brands that have been using the air-hostess aspiration on Indian television lately have been all the stereotypical female ones: fairness creams etc.
In my opinion, the entire spot fails to connect with the brand being advertised.
My take is that this ad will build recall, but not for the brand, but just for itself. I don’t think that is what any marketer wants for her communication, or does she?
For the last six months, I have been seeing TV spots by this one advertiser: V-Guard, who claims that this is a name you can trust.
Pretty tall claim for someone about whom I don’t know anything – not what they make, not what they sell, not where they are from, not who the chairman/CEO is, not even an idea of the broad sector or field they are in. Since their ads have been on TV, they have not talked about any of these things once. All I see is “V-Guard: the name you can trust”. Yeah, you wish.
Pretty clumsy way to be bit by the “build the brand, not sell the product” bug.
First we saw how Colgate is trying to position itself in a position that is already occupied by arch rival Oral-B. Then there was Havell’s, who copied the idea of doorbells delivering shocks from Anchor. Then it was Samsung Guru and Idea on the tourist-guide-meets-foreigner-tourist-and-communicates-with-the-mobile-phone- in-a-special-way concept.
And today I noticed something. Not only did Tata Motors launch a vehicle named “Magic” (remember that Airtel’s prepaid service has been called “Magic” ever since it acquired Spice’s networks), but take a look at their identity, and then see Airtel Magic’s identity.