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Motorola is one of the oldest mobile phone companies is the world. It had at one point of time pretty much established itself as a market leader in the Indian market, but hasn’t been able to stand up to its competition as well as it did in other countries. Even though it has been coming out with some really interesting models with various specifications, the performance of the phones has been questioned more than once. However I do believe that things could have been a lot worse if it hadn’t been for their innovative marketing.
Television commercials have definitely played and important role in Motorola’s marketing strategy and over the years it has come up with some really interesting and fun filled ads to attract customers. Starting from the ads where they used Abhishek Bachhan as their brand ambassador to the Motorola Yuva ad the brand has constantly tried to own the young with attitude positioning and in a lot of ways succeeded in doing so.
The Moto Yuva ad is in my opinion was a pathbreaking ad for Motorola. Unlike earlier ads there was no celebrity like Abhishek Bachhan used for the ad. The actor used in the ad was a regular teenager. Lets us analyse the ad.
The ad shows a moment in a regular teenager’s life wherein the room is in a mess and the teenager is getting scolded by his parents. In the ad, a boy is shown fiddling in the kitchen when his father comes and starts scolding him about the way he is conducting himself and the mess he has created in the house. He gets really agitated and starts off with one of his lectures when the son realizes that there is probably no point in arguing with his dad. So he very smartly turns on the music in his phone and starts listening to it. On normal grounds it doesn’t really seem that funny, but the way he modulates his face with his eyes wide open and looks more like a retard and even more so accompanied by the song ‘Garam Masala’ while the dad runs around the house shouting and throwing things is what catches the funny bone of the viewers. The ad ends by mentioning the various specifications of the phone which is pretty much what every teenage needs and ends with the tag line “Ab apni suno”.
The ad execution was slick and the actor fitted in perfectly and a young person between the age of 16 and 29 was clearly able to identify with the situation. The ad clearly appealed quite a bit to the youth but many parents found the ad offensive. Having said that if Motorola’s objective was to target youth who wanted feature loaded phones but could not afford one then it definitely succeded in achieving that objective.
Clearly this was another example of a Moto ad that did its job.
Manish Gupta
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