I would say, keep your basics right, stick to the bottomline of the brand but come with better ideas of how your brand is better. This is what I have spotted in recent advertisements of water purifiers.
Kent Water Purifiers vs. Whirlpool
Both these ads have one thing in common, the water from their purifiers can directly be fed to a baby. Its only the execution thats different.
In the Kent ad, the lady fetches water from purifier and suddenly lays down. Slowly the camera is moved downwards and we see the baby drinking the water. In Whirlpool ad, we see a baby in a womb and suddenly on hearing water dripping outside, it becomes happy and later we see the mother drinking water.
These ads give a clear message, if you can feed baby with water from their purifier brand, you cant have better quality water. Their concept is fresh rather than a star like Hema Malini or Smriti Irani suggesting the purity. The audience has matured of age, they dont need stars to teach them, they need real examples to prove the quality, and the baby in purifier ad certainly helps this cause.
My only suggestion for other purifier brands is to look out for more ideas and not stick with this concept, else it will be an over-kill
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one more thing which is in-vogue ... many o the brands are no more using the star presence to showcas their products.....and I guess these two are folloing the current trend...like vodafone, virgin mobile, etc etc
ReplyDeleteExactly. This could spell bad for the stars. The more innovative and real the ads get, the worser it will be for the stars.
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