Jyotika weds Surya...ahhaaaa...!!!!!

For those who are wondering who these two are ...they are two very famous cinema actors in the south ........ I wanted to share the pics but Blogspot at least for me is simply refusing an upload..... no problem just click this link...http://www.nowrunning.com/news/news.asp?it=7725

Jyotika is from the North of India and one among the long list of Non Tamil girls who have made it big in Tollywood..Surya is the son of famous yesteryear actor Siva kumar and has made a mark of his own as a super hit actor...

In their own ways both are famous film stars by their own right and merit, popular as celebrities and so popular as endorsers...Oh yaaaaaa... there we are ...coming to the point.... Jyotika for those who rememeber ( Recall ....as we call it ) popularised Idayam Oil, and then went on to endorse RmKV, a famous textile retailer in the south..Well let me not simply say 'a famous retailer'...RmKV is one the most popular textile showrooms..mega advertisers in the south...

Jyothika as the bubbly silver screen icon made a world of difference to the brand..visibility went souring high and the brand felt the difference,in terms of sales and brand value for sure...

The 'entha colour 'campaign was the one which hit the TG......the girl and the colours paraded in and out of the consumer mind and RmKV ,the 80 year old brand is somethingnow to reckon with...

Then came the Grand Reversible silk saree campaign which has sent hearts flutter..one saree ..two different colours at two sides..Again Jyotika was an instant hit.. a sample you can see in the RmKV websitehome page at http://www.rmkv.com/ ......

Great........isnt it?

That is a lesson for all the pen pullers who criticise celebrity endorsing in advertising..

That is a rejointer to all those theories that are afloat as to whats and what nots of celebrity endorsing in advertising....

Alas! it doesnt seem to be... The high profile endorser of RmKV with her relatives went to some other shop..ya.... you read it right..some other shop..I didnt bother to dig the name of the shop out but it irkes me......every one, I know, in the cinema /celebrity crazy Tamil land now tells me..she did not buy her wedding stuff from RmKV.....

Is it a sacrilege? a sort of a blasphemy....?

It may not be... but when the celebrity who endorses a brand, refuses to buy it him/her self wouldnt the brand cut a sorry figure....?

For people who doesnt seem to be bothered where she shops from and such trivias ,it may all be well ..she may continue to pose with the multi colour display and may entertain you to buy the brand...

But for others?

Celebrities and their influences in brands persona is a well read and researched topic. David Aaker in "Managing Brand equity ' sites the example of Michael Jordan and his “electrifying demonstrations” working wonders for Nike....Remember the " if he didn't have to eat,if he didn't have to sleep , if he didn't have to play defense and block shots and sign auto graphs and lead his team to its first world championship in more than twenty years - would Michael Jordan ever come down ?"...type of hype which, but worked well...

Van Heusen used a "second tier Hollywood actor, Ronald Reagan" (at that time) and yet failed... In India, if Shah rukh has been Hyundai's strength , Ajay Jadeja had became a burden, and so did Muhammed Azharuddin...It clearly tells that the route may look simple and easy ,but it has hidden demons behind every rock..Still why is the route the most preferred one?

Is it because they break clutter?

Is it because they take you out of that me too brands and differentiates you..?

Is it because they give a personality to your brand..?

For celebrity endorsements to be successful,the celebrity has to look 'credible', should 'connect' and also be 'attractive, to the brands kind of TG ... like in the case of Sushmita sen in her new role as Pantene's endorser..the same old formula ad..strength of the hair..glow..film image
et al..yet it looks good......

So can we have rules,,,,...?

I guess we can...here are some rules for the Industry to consider....

1. Thou shall not take into service a celebrity, for want of other choices.

2. Thou shall not employ a celebrity, who is there, everywhere.

3. Thou shall not appoint a celebrity who is outdated/ controversial.

4. Thou shall not sign up a celebrity who doesn’t really connect.

5. Thou shall not hire a celebrity who lacks expertise in the category.

6. Thou shall not engage a celebrity because everyone else is behind him/her.

7. Thou shall not take on a celebrity, because the competitor has one.

8. Thou shall not assign a celebrity, every brand in your product mix.

9. Thou shall not utilize a celebrity without the advertising strategy in mind.

10.Thou shall not slot in a celebrity without a personality study of the celebrity and the brand

Not everyone is a fool out here....simply because my brethren in advertising seems to be thinking so . "I don't think you are a fool, but what's my opinion compared to that of all these others" seems to be attitude....

Hello...! any one listening?

Garnier men- perfect match !

What is so great about this ad?

I would say nothing except that it has John Abraham in it….. But that makes all the difference. Garnier for men ( a new extension from Garnier ) from International cosmetic giant L'Oreal has roped in Bollywood hunk John Abraham as the brand ambassador for its new product Garnier Men and the ads are going around catching the eye balls everywhere and everytime .( good media planning I must say)… Garnier MEN will "take care” of the tough male skin with a line of products that combine a high performance and unique formulae that fuse nature, science and technology.. ahem.. sounds great….

Why John?

Its simple..

The brand stands for “natural energy that fuels your skin”.

The brand want to be seen as “youthful and edgy” (in a positive sense I guess !), “that emanates positive energy”. It believes in “Taking Care – taking care of yourself and the world around”. John Abraham represents this value (and why not!) for Garnier. He’s got the charisma, and the attitude. He is the face of the new Indian man who is confident and has got tremendous self-belief. I know many young lads in my GYM where they come for working out just because their Girl friends LOVE JOHN…

Garnier is young and edgy, and John is an icon for the youth who is edgy as well. He wants the best for himself but he is also fun, someone who enjoys being himself, and same with the youth the GEN Y kids……. I feel a right connect and the celebrity-brand match looks perfect …

Where is this taking us?

A tremendous launch and then an expansion and surge in grooming products for men, happened in the last few years with the launch of brands such as Elder Pharmaceuticals’ Fair One Man, Saka Bleach Cream for Men, Emami’s Fair and Handsome, HUL’s Menz Activ, and Nivea for Men and the likes… (Have I left out anything…? ). Not that men didn’t care about looks before but largely had to depend on products aimed for the fairer sex…The Indian male grooming market now is growing faster than the global cosmetic market,and as per the industries estimate, the Indian male grooming market is around Rs 750 crore (without the shaving gels and brushes that is !)..,,,, The market is growing at a rate of 30-40 per cent annually and could keep growing at the rate and with increasing number of men wanting to look and feel good its just a non stop express. Now that is quite phenomenal for a category that didn’t exist some 10 years back.. aint it?

…Last to, jump into the male narcissism bandwagon is Garnier Men…. the market is tough, if not saturated and one will have to wait and see how far the new brand will capture the share of the voice and the noise and the market….If my knowledge is right, John is the first major celebrity and the first one to make a connect with its intended target audience and the brand. What more does a brand need? ( It is not that I did not see Bipasha basu and her miserable endorsement of Fa men, I prefer to ignore the ignorance of the agency and the apathy of the client and the perfect mismatch) . Now I am told that, Surya the Tamil actor and the King Khan SRK have endorsed male products well before John did, but the match factor still remains a question

Last but not the least: -

John is an icon for the Gen Y and the modern kids for sure,

…..and an icon to the metro sexual (fashionable guys who live in clean apartments, they have chiseled abs and thighs, they are mom loving, man scaping but not a gay himself, they are hair styled- cant live without gels, creams and the stuff and groomed to perfection and likes to be noted and admired by all ,including men )

……and an icon to gays as well.. (With the repelling of the controversial article 377 the LGBT movements will be more active and more faces will move out of the closet and for them john is the ultimate sex symbol) … Remember Dostana and the awe it created. Being a metro sexual himself, John loves the attention he gets, including from gays….

Simple and good !! Kudos to Garnier and Publicis India for the great marketing communication !!!

Also read :-

Hire the star..Rent a bath tub..

Jyotika weds Surya...ahhaaaa...!!!!!

The Bermuda Triangle !!!!

Lights...camera..action....

Abhi, ash and all the cash!!!

Clinic All clear...Kiss of good bye !!!

Wow! Wow Sports Brands!

celebrity circus...

Tail piece:-

In a hospital, a gentleman had made several attempts to get into the men's restroom, but it had always been occupied. A nurse noticed his predicament.

Sir, she said "You may use the ladies room if you promise not to touch any of the buttons on the wall."

He did what he needed to, and as he sat there he noticed the buttons he had promised not to touch.

Each button was identified by letters: WW, WA, PP, and a red one labeled ATR.

Who would know if he touched them?

He couldn't resist.. He pushed WW. Warm water was sprayed gently upon his bottom.

What a nice feeling, he thought. Men restrooms don't have nice things like this. Anticipating greater pleasure, he pushed the WA button. Warm air replaced the warm water, gently drying his underside.

When this stopped, he pushed the PP button. A large powder puff caressed his bottom adding a fragile scent of spring flower to this unbelievable pleasure.. The ladies restroom was more than a restroom, it is tender loving pleasure.

When the powder puff completed its pleasure, he couldn't wait to push the ATR button which he knew would be supreme ecstasy.

Next thing he knew he opened his eyes, he was in a hospital bed, and a nurse was staring down at him.

"What happened?" he exclaimed. The last thing I remember was pushing the ATR button.

The nurse said softly ..."The button ATR is an Automatic Tampon Remover. Your penis is under your pillow."

******************************************************

See my other blogs as well :- chicken curry & continuous confusion...

Airtel DTH.. enough is little !!!

"Doctor, are you sure I'm suffering from pneumonia? I've heard once about a doctor treating someone with pneumonia and finally he died of typhus."
"Don't worry, it won't happen to me. If I treat someone with pneumonia he will die of pneumonia only."

How clear right???

It is a fact that the charisma of a well-known persona helps in tiding over the difficulty of over-communication and clutter that is an issue for the marketer these days….It however is no easy route to success.. It if often discussed and even in adformula I have time and again deliberated in various posts about the ifs and buts and the uninvited brunt that this practice can have on the brand.

The theories like 'Source Credibility Theory, Source Attractiveness Theory and Meaning Transfer Theory' provide the foundation on which the whole celebrity endorsement business works and also explains how the process of the celebrity endorsement influences the minds of the consumers. Having said that it also has to be said that today it seems the theory have all disappeared because it is no longer the one celebrity for one brand thing that is happening.. it looks like the era of multiple endorsers for a single brand or brand variant has arrived…

To proove the point there has been many brands that offlate has been lining up a host of faces well known and the more seems to be the better...

See this one....



Madhavan and his smile, and Vidya balan and her homeliness and the ads that featured them in the past have made the headlines for all the right reasons..
The campaign did a stupendous job and why not .. they roped in the right people and the gel was right… right fit… almost perfect… but two is not enough … we need a herd of them goes the trend and the logic behind the multi starrer ads that off late is hitting the screens is simple…

Madhavan plus Vidya Balan is better than no known face at all , but imagine Madhavan plus Vidya Balan plus A R Rahman plus Saheer khan Plus Kareena Kapoor plus Deepika Padukone Plus Saif Ali khan plus …oofff…. I am exhausted…

Unlike the Hero Honda Dhak Dhak misadventure this one doesn’t put one off in spite of the profligacy that glares on your face the first time you see it…

It is an awareness ad for a DTH service from a Airtel… This is a new category for most of the viewers and hence confusing with a host of players and almost every ad looking the same . Clutter.. confusion and to add it the celebrities…

This one communication but is clearly a clutter breaker with the opulent parade of well known people and the craft with which the faces are woven into the script as if it is just natural… it is not an easy job and kudos for the effort… and also for standing out in the muddle….

Nothing is enough for the man to whom enough is too little goes the saying and how true if one sit and ponder....

The credits :-

Agency: JWT Delhi
Creative: Agnello Dias aka Aggi
Production House:Ramesh Deo Productions (RDP)
Director: Abhinay Deo
Music: Ram Sampath

Also read :-
Hire the star..Rent a bath tub..
Jyotika weds Surya...ahhaaaa...!!!!!
The Bermuda Triangle !!!!
Lights...camera..action....
Abhi, ash and all the cash!!!
Clinic All clear...Kiss of good bye !!!
Wow! Wow Sports Brands!

10 commandments of celebrity endorsements according to adformula...

1. Thou shall not take into service a celebrity, for want of other choices.
2. Thou shall not employ a celebrity, who is there, everywhere.
3. Thou shall not appoint a celebrity who is outdated/ controversial.
4. Thou shall not sign up a celebrity who doesn’t really connect.
5. Thou shall not hire a celebrity who lacks expertise in the category.
6. Thou shall not engage a celebrity because everyone else is behind him/her.
7. Thou shall not take on a celebrity, because the competitor has one.
8. Thou shall not assign a celebrity, every brand in your product mix.
9. Thou shall not utilize a celebrity without the advertising strategy in mind.
10.Thou shall not slot in a celebrity without a personality study of the celebrity and the brand...