European masterpieces in Indian kitchens

IIPM BEST MBA INSTITUTE

Brand: Cata
Headline: European masterpieces in Indian kitchens
Baseline: Europe’s most innovative brand
Agency: Vermillion Communication

4ps Take: Lack of creativity is like akin to the Shakespearan concept of the ‘tragic flaw’ in advertising! And this ad is a classic case of just that! It is more of a product demonstration than a ‘masterpiece’ that it boldly claims to be. We can tag it as a non-consumer friendly visual which fails miserably to generate any kind of interest in the brand. The communication is a long history of the so-called remarkable tie-up between two not so famous brands (at least nobody in the Indian market is likely to be very clued in about them — even if they have spent a lifetime in Indian kitchens!). Unremarkable. Loads of tiny pictures inform us about the various options that are on offer but the communication falls short of impressing the target audience. Was anyone talking about a masterpiece here????

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Source : IIPM Editorial, 2007

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative