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In recent times, technological advancements in every field have resulted in innovation and invention of a multitude of hi-tech gadgets and electronic products that have made our lives easier and better, however, it is becoming increasingly difficult to keep pace with them. Endorsements esp. TV advertisements play a very important role in acquainting and tempting the target consumers with the latest products. Over a period of time these advertisements have evolved into major lifelines, connecting businesses with their clients. The role of ads in our lives can neither be overstated nor understated. An ad may convince one to immediately drive to the nearest supermarket and buy that soap with which Aishwarya was bathing only minutes ago on the TV at the same time, inducing others to give up on that product altogether. Let us however, not go into the numerous dynamics and factors that make an ad click (it being not only highly subjective but also a long drawn concept when discussed on objective grounds).The particular advertisement that I am going to discuss in this article is the latest ‘Sony VAIO, go vivid’ laptop ad starring Kareena Kapoor. This latest Sony ad is creating waves everywhere, however a closer examination will reveal its effectiveness in selling the product.
Description of the brand and the product
Sony has been propelling people to live in its ‘make believe’ world from a very long time and with great success at that. It is one of the leading electronics and gadget sellers on the earth today and has lived up to its name every time it has launched a new product. So be it the walkman ushering in musical revolution or the Sony colored televisions bringing a fresh face of entertainment and media to the Indian homes, Sony has managed to deliver the best. Sony has launched its range of VAIO laptops in the recent past that have managed to amass large popularity in a short span. The VAIO notebooks come in different series (lifestyle, HD entertainment, business etc.) each for different intents and purposes. These notebooks are customized catering to the needs of different user groups with updated technology and best of features at your command.
Description and evaluation of the ad
The Sony VAIO go vivid ad principally focuses on the style quotient of the product, wanting to relay to its audience the vibrancy and smartness of the latest models. Kareena Kapoor who is also the chosen ambassador of the Sony size zero laptops (relaying the sleekness of the gadget) stars in this ad. This 30 second TV commercial shows Kareena Kapoor initially dressed in black, changing her dress every time the colour of her laptop placed in her hand changes while she walks from one background surrounding to the other. Kareena Kapoor depicts the young urban making a style statement with the bright colored E-series notebooks of glossy pink, green and blue. The ad is quite simple and straight forward, the jingle is immensely catchy and goes well with the picturisation of the ad. The bright colors and the style of Kareena’s attire is cleverly chosen to grasp people’s attention. The background in the ad is very well designed and is in consonance with the sensibilities and the mood of the go vivid diva. The catchline, ‘go vivid’ is again a well thought out slogan for the promotion of the product emphasizing on the wide choice available to the customers of the VAIO laptops. The styling and the direction of the advertisement is impeccable and very effective. Following are certain points judging its reach, acceptability, effectiveness, rationality etc.
* With its catchy music and setup, use of vibrant colors and latest styles this ad is sure to attract the viewers and book their attention for the duration of the ad. At the same time a casual viewer might even miss the purpose of the ad under the influence of a bollywood star, the din and depicted fashion.
* The ad communicates to the audience, the availability of Sony notebooks in different vibrant colors and the ensuing greater choice however the ad has completely ignored the technical aspects of the product (laptops, being an electronic gadget) and has majorly concentrated on the outside rather than what lies inside. This however can be countered by the fact that this particular ad targeted specific audience that is the urbanites and the youth, in tune with the trends of today. Also big brands like Sony often endorse merely to emphasize their position as leading brands and talk about the existence of a particular product, the quality and technology inherently assumed to be top class.
* There is also the question of ethics. Kareena Kapoor being the ambassador of the Sony VAIO laptops on the sole basis of her being a size zero icon, basically propagates the idea of starvation and anorexia(the target group being the most vulnerable class) in the country, while a ‘size zero’ in a laptop may appear cool and smart, in a human it is just plain gross. In all, the advertisement has succeeded to a great extent in capturing the attention of the people and making an impression on them. In my opinion its new generation look and engrossing features (mentioned earlier) have majorly diminished its drawbacks. The ad near completely fulfils the interests of the company by popularizing their product, ensuring greater demand and thereby revenue to fill the coffers. Go vivid.
Kanika Aggarwal
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