Catch and Miss
Kasturi Guha Thakurta
& Ansul Jindal, IIM Shillong
Catch
PRODUCT: Havells Wires
POSITIONING: Wires that don’t catch fire
CREATIVE AGECY: Lowe Lintas
YouTube Link: https://www.youtube.com/
watch?v=JDk3GQkTyN4
CONCEPT:
The film opens to a
cold, winter morning at Dal Lake. A daughter, who has obviously risen early to
prepare lunch for her working father rows a boat across the lake to deliver
food in a tiffin box. By the time she reaches, the food is almost cold. Fearing
that the food will become inedible once it’s cold, she urges her father to eat
immediately. But her father bogged down by work, shirks her away and rebukes
her. Undeterred the girl continues urging her father, but then she eventually
gives up and leaves. But before leaving she uses Havells wires as an apparatus
to heat the food, because she is sure that they won’t catch fire.
VERDICT: Catch
Havells Wires, in yet
another catchy ad has managed to capture the father daughter emotional bond to
show the usability of the Havells wires. Havells, which has been long known for
its emotionally and socially appealing ad campaigns has yet again lived up to
its expectation with this ad. The strategy being that a functional benefit such
as a fire-proof wire when shown through an emotional angle makes the
communication seem more relatable and believable. Team Markathon believes that
this emotional campaign will leave a lasting impression on its viewers’
minds.
Miss
PRODUCT: Hyundai Creta
POSITIONING: The Perfect SUV
CREATIVE AGENCY: Inhouse production of Hyundai India
YouTube Link:: https://www.youtube.com/
watch?v=9ypxRGSrS-k
Concept:
The official social
media agency of Hyundai India made Hyundai Creta teaser video by posting it on
YouTube, twitter & Facebook. In the TVC there are two people, a lady
and a man. It is a very short video with a duration of 18 seconds that
showcases the full stylish skeleton body of Hyundai Creta as seen in sketches
and design renderings of interiors and exteriors of the car. The man goes for a
long test drive of the car. As we all know that Hyundai is using the fluidic
sculpture 2.0 design for Creta, the same has been showed in the TV ad for
initial few seconds of the video. At the end the lady in the car tells the man
that she also wants to try the car. At the end the TVC ends with the display of
the car.
VERDICT: Miss
According to Markathon,
the advertisement failed drastically in capturing the consumer’s attention and
lacked creativity. If the brand plans to capture majority share in the market
they have to come up with something interesting that will convert every
prospect customer in the market to a user of their product. Apart from this the
timing of the launch was also not appropriate since Maruti also launched a SUV
before the launch of Hyundai. Hence it will cut cross each other. Talking about
the advertisement, the technicalities were touched upon more than the features.
Since the customer doesn’t know much about the technicalities hence it will be
difficult for the customer to link the product to their needs.
1 comment:
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