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(1 votes, average: 5.00 out of 5)
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Make up is to a woman as an ad is to a product. Having an excellent product no longer warrants its salability. Advertisements, though starting out humbly, have made huge leaps in the field of marketing and sales revenue.
They are no longer the poorer cousins of the myriad super shows on television. Ads today are much more than a pretty lady holding up the product, and flashing a flawless smile. They’ve gained monetary validity and have diversified beyond conventional territories.
They may be animated or real; funny or informative; long or short or just plainly, abundant. There is a lot of hard work involved in the making of an ad film; and sometimes, these ads provide for better entertainment than certain television shows.
The Advertisement
The Amara Raja group has consistently come up with great advertisements for Amaron batteries. From the clay animated hare and tortoise to the latest South Indian life saver commercial, all their ads have been widely appreciated. I would like to focus on the recent life saver ad that Ogilvy and Mather have created for Amaron batteries.
The product – Amaron car battery.
The message – The battery has a really long life.
The ad focuses on a delivery boy escaping near death situations when in possession of Amaron car battery. Once he delivers the battery, his luck runs out. Set in the scenic backwaters of Kerala, the ad manages to tap into the current Rajni fascination that has gripped the nation.
With lyrics like – “he rides like a breeze, through coconut trees”, the ad really concentrates on humour more than technical information. With a typical South Indian theme track, the ad works through the southern stylistic of cinema. The delivery person, impervious to falling cut-outs, hungry crocodiles or dropping coconuts, carries on with his mission.
The Impact
It has 32,000 views on YouTube and many shares on Facebook. This is one of those ads which have a high recall value. The message that the company wants to deliver is loud and clear – “Amaron nahi toh long life nahi”. There is no excessive indulgence in technical jargon and the viewer remembers one thing – Amaron batteries last long, really long.
Unlike the earlier Amaron ads, where the battery was featured only in the last shot, this ad shows the battery throughout the video. It doesn’t deal with the zinc carbon content in the battery but with amusing situations which, ultimately, help the brand.
Amaron has been brave enough to glamourize the otherwise boring battery industry. This will encourage other companies to approve entertaining storylines for its promotional ads.
The Evaluation
It is pretty obvious that this ad doesn’t want the audiences to ponder over the technical compatibility of the product. It wants to engage the viewer’s lighter side. A technical novice would most probably end up looking for an Amaron battery if given the choice.
This is one of those ads which make the customer wait for commercials. It doesn’t cater to a specific target audience but reaches out to everyone. An old grandmother, who knows nothing about car batteries, would memorize this ad. It is excellent in terms of brand visibility and hugely beneficial for the brand image. Even though it fails to point out specifications about the product; the main purpose of the ad is fulfilled. It is an entertaining ad which leaves behind a simple, straightforward message.
Anirudh Madhavan
(1 votes, average: 5.00 out of 5) Loading ...
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