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The hair care industry is becoming extremely competitive with more number of brands growing day by day.
It therefore becomes extremely difficult to come up with an ad which will cut through the clutter and impress the audiences enough to even consider buying the product. Most of the ads in the hair care segment are identical and boring except for a few exceptions, but Pantene has successfully managed to cut through the clutter by releasing an ad which I would like to call a ‘must never watch’.
In my opinion the new Pantene ad is probably one of the worst shampoo ads I have come across in recent years. Let me explain why I think so.
Who uses Shilpa Shetty to build credibility?
It seem that the whole objective of the ad is to build credibility by taking the positioning of “You Try..You Decide”. They have tried to create a reality show feel to the ad by showing it as an honest sequence of events. However Pantene was destined to fail with the concept especially after they chose Shilpa Shetty as their brand ambassador. While I have nothing against her personally but she has been involved in far too many controversies in her life. From alleged mafia links, to the Richard Gere kissing scandal, to the racism scandal in Big Brother and finally the alleged corruption issues in Rajasthan Royals – the team that she owns. While all these controversies have mostly been allegations and nothing has been proven but what these allegations have managed to do is to dent her credibility quotient. Thus I believe she was the wrong choice for Pantene.
The Reality Television packaging does not feel real enough
While the makers of ad have tried to give it a reality television look they have done quite a bad job of it. The actors who in the lab clearly look like they are acting and to top that they look camera consious. Even Shilpa Shetty does not do a good job. The shaking camera and the bad editing gives the concept away far too easily.
A bad copy of the Dove ads
The dove ads were absolutely brilliant in their execution. They were crisp and they got the message across. While the dove ads used real life people, Pantene decided to use a celebrity. Clearly the strategy didn’t work and the Pantene ad comes no where close to its counterpart.
The ad is too long
The pantene ad is 3 mins long which makes it just too difficult to watch and clearly Shilpa Shetty is unable to keep the attention of the viewer. The ad is painful to watch and you generally end up switching channels in the meantime.
Pantene has managed to cut through the clutter but clearly not for the right reasons. In my opinion their brand image has been quite dented. Hopefully we will see some better work from Pantene in the future because this kind of advertising is only harming them.
Ankita Wali
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Right on target Anika!!! I could not agree more with you.. i mean first of all Katrina is already being used by Unilever for their LUX brand, so it contradicts to use her by P&G