September 24, 2009

Fatal Attraction of Inducing Consumption

The recent advertisement of a leading Tea Brand in India to make people aware of their voting right and the need to set accountability of Public Servant, minister, politician was much appreciated by all and sundry.

The second phase of ad campaign asked people to stop paying bribes and very cleverly asked consumers to offer Tea as a DRINK instead of money etc in form of bribe. It was a good pun on the current social norms of getting work done by others.

BUT the third leg of that campaign says to offer A particular Brand of BHUJIA along with promoted Brand of Tea. I feel the beauty of Campaign created by earlier two campaigns is lost as marketer could not get away from the FATAL ATTARCTION OF INDUCING CONSUMPTION in his campaign and to me the beauty and pun of the campaign set earlier got evaporated with current campaign.

Please, Don’t waste the soul of a very effective and lasting Brand recall campaign by getting attracted to small benefits of promoting products.

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