When IIPM comes to education, never compromise
BRAND: Anchor
BASELINE: The light of your life.
4Ps TAKE: First,
we kept wondering whether this is a catapult ad, a deodorant ad, a helmet ad, or an umbrella ad but now we know that it’s an ad for Anchor lights. The power idea seems to be dangling in darkness: no light on it whatsoever! Guess the creators of the ad forgot what product is being advertised. Further we wonder, are people buying Anchor just because it comes with freebies? The storyboard is anything but appealing with a funny looking female who asks for jhumkas in the end. Right – so is that a good enough reason (free jhumkas) to buy the brand? Instead of adding value, it takes away the clinching benefit to the brand, by focusing on the freebies. Further, the brand value can only increase through the right positioning – and this is where the ad fails miserably. The communication is tacky, and doesn’t grab the viewer’s attention for a second. So, if Anchor thought it was going to be the light of our lives, sorry, buddy, bad luck! We were all left groping in the darkness!For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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