Monday, November 19, 2007

The Assvertising industry!



What takes a model to be the ultimate celebrity, with whom everyone from the captain of the nations cricket team to the hottest of co stars want to be seen?
What makes her the most sought after endorser for whose presence brands can wait for, reinvent themselves for, or even die for?
Well see this ad and let us discuss our question after this...



Well this ad I am sure would have caught your eye balls (oof... EYE balls I mean) if not for the ass of a creative it is , but for the ass in the creative. The model is Deepika padukone ( for the 0.00001 % of ignorants who still dont know who she is, blasphemy though !) Just 21-year-old Deepika is the daughter of former World badminton champion and a legend Prakash Padukone.and no prices for guessing ,the star who rose into prominence with her debut film ,OSO as they call it with King Khan or SRK, in the chart buster . It now seems that for every one ....just almost every one, she seems to be the apple of their eyes and even more.....
Not to be left behind, our poor world of advertising too is in the fray.. every brand wants her to be the endorser horse to pull the brand cart from nothing, something,or even everything, to where she goes, wherever it may be... It looks like a pity to an outsider but news reports suggest that the gal is smiling with the long queue outside her home inspite of her raising her price from mere 10 -15 lakhs per ad to some 5 times the amount close to her OSO association. She has been an endorser (even before OSO) for a range of brands like Liril, Close-Up, Levi’s Strauss Signature ( the ad that you saw up there ), Limca and Maybelline. Parachute advansed used her in a reasonabily good move via a campaign titled Gorgeous Hamesha which now has ran into uncertainity with the stars new reach and range....

Kingfisher Airlines got recently added to her portfolio , with Dr Mallya jumping in to sign her as the second face after Yana gupta ( Yana is old ,this is fresh) and Mallya can smell ( not literally I guess ..or is it..? im not sure ...) success when it is associated with women and Deepika is not new for him, she was one hot property used in Kingfisher newyear calender.
While along with the star,Bling Entertainment, celebrity management agency for Deepika Padukone also has all the reasons to smile, how healthy is the trend? well I know, as long as it is hot now, it sells now and as long as it sells now, it does bring smiles... but what later? no one seems to be bothered..... except the fact that ,what is getting the ad worlds attention more than just the curiosity over a rising star, seems to be her pedigree.. Her being the daughter of the legendary Prakash padukone and she almost being one, and both succesful by their own right and merit in two totally different fields ( now I know what you are thinking... Tiger pataudi, Saif, Sharmila.... Am I right? ) well nothing is wrong but I guess the art of Marketing communications should be more creative and bit more out of the box....


While keeping sniffing around the starlet, who can even be just a one film wonder, I hope my beloved industry is not loosing smell of better things around....

2 comments:

Anthara Sharma said...

The naughty Sabu is back.. dirty fellow! cool insights man. I hope ur regular hereafter atleast.Our industry will never learn and never leave formula advertising. Ur Bangla fans had called me about the project. Nextime in Mumbai pls meet up and do not forget the treat. Three cheers to adformula.

Anonymous said...

gr88 post and let me tell you that it is awe inspiring to see such differential thinking about my Industry . keep us enlightened please.

Vipin
Lowe worldwide

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