Brand Busters

The following points are the prime criteria for selecting, short-listing and ranking the winning ads in this section:

• Product positioning clarity
• Clinching benefit to the brand
• Presence of a power idea
• Visibility of brand personality
• Expectancy of communication
• Single-minded focus of message
• Reward to the prospect
• Visually arresting
• Painstaking craftsmanship

BRAND : HP
HEADLINE : Where can I get to the pub?
BASELINE : Invent
AGENCY : McCann Erickson

4Ps TAKE : ‘You name it and you have it’ is the case when you hold HP’s IPAQ HW 6965 in your hand. The focus of this communication is not only to introduce India’s first GPS enabled windows mobile phone, but a gadget with advanced features (built-in GPS receiver with in-the-box navigation, Microsoft office: Word, Excel, Powerpoint, Outlook in-built, et al) that answers all possible questions of a business tourist! Targetting the business professionals (who are also ardent travellers), HP has indeed blessed major Indian cities (Delhi, Mumbai, Bangalore, Chennai and Hyderabad) with this technology. So feel like ‘Alexander’ with HP’s new mobile phone and conquer the sea of business information with an idea of the best dining places and the closest multiplex for a change!

BRAND : American Express
HEADLINE : Membership changes everything
BASELINE : NA
AGENCY : O&M

4Ps TAKE : When the German – Deutsche bank – is busy cashing-in on the celebrated sporty faces like Sunil Gavaskar and Sania Mirza to promote itself in India, can we expect the American to lag behind? After the successful ad campaigns of Motoslvr and ‘Ford Fiesta’, we see Chote Sarkar proudly endorsing the latest American Express ‘Platinum’ credit card’s ad. The communication is well crafted to lure the customers, tagging the prospective purchasers of this card as ‘Big’. The visual is an eye candy with the macho looks of Big B’s baby along with the attention grabbing ‘platinum card’ of the American giant. The membership privileges are listed boldly alongside for the target audience, promising them a better lifestyle. Without a speck of doubt, American Express definitely knows how to express and impress the Indian customers!

BRAND : Alto
HEADLINE : Limited Edition. Unlimited Fun
BASELINE : Count on us
AGENCY : Lowe

4Ps TAKE : It’s indeed celebration time for Maruti! After the successful launch of Swift last year, Alto has been declared as the largest selling car in India because of its fuel efficiency. The company is all geared-up to say ‘cheers’ to the Indian roads with its latest limited edition offering of Alto Xfun and assures you limitless enjoyment. The red colour splashed all over the visual also lends passion to the message. The new model is not only modified from outside (body coloured bumpers, body graphics and window frame masking) but inside as well (two-tone interiors, beige seat fabric, new age instrument panel and sporty gear knob), giving the car a sporty and advanced façade. Tagged at Rs.5 lakh, this Maruti will surely take the driver some distance.

BRAND : Moser Baer
HEADLINE : Love it, Moser Baer it.
BASELINE : NA
AGENCY : TBWA

4Ps TAKE : A global front-runner in the compact disc territory, Moser Baer continues to break newer grounds in communication too! This ad has been specifically designed keeping the Indian audience in mind. A wedding is an emotional event and the idea is simply to keep that moment alive forever. Moser Baer’s simple, but powerful, consumer proposition is with a Moser Baer DVD/CD, the mehndi and the fragrance of that unforgettable event will never fade away, simply because only a Moser Baer product is capable of accurately recording and retaining the freshness of the most cherished moments in our lives. Certainly, when anyone says that and with such confidence, how can the customers keep their hands off the product for who’d argue over happy memories being priceless?

BRAND : Taj Mahal Tea
HEADLINE : Our tea pluckers have trouble breathing...
BASELINE : Not everyone’s cup of tea
AGENCY : O&M

4Ps TAKE : Brooke Bond’s Taj Mahal, has always endeavoured to be popularly perceived as a quality product. This special advertisement series aims to project the product as a supremely classy product created for the truly discerning tea connoisseur. The visual of the ad, in terms of creative treatment, symbolises this as does the esoteric headline. It is high on drama with the shots taken at an altitude of six thousand five hundred feet above sea-level playing the clincher in terms of explaining the intriguing headline with the body copy explaining the process. A sophisticated ad for a sophisticated target group promoting a sophisticated product – truly worth a watch!

BRAND : Deutsche Bank
AGENCY : Grey World Wide
BASELINE : Passion to Perform

DESCRIPTION : Sunil Gavaskar is watching a bunch of kids standing (in school uniform) in front of a confectionary with watery mouths and choosing pastries that they desire to relish. Cut to this, he is shown treating the kids to their desirable pastry in a way celebrating life. Sania Mirza standing at the terminal next to the empty conveyor belt waiting for her luggage to arrive when she suddenly goes shopping. We see Gavaskar sitting at an ‘Annual Charity’ auction house, when surprisingly he is picked as the highest bidder, all thanks to Deutsche Bank Credit card, which added hyperpower to their pockets.

4Ps TAKE : Rolling on the powerful punch line ‘A passion to perform’, Deutsche Bank conveys the message of making their service localised by roping in the veteran Sunil Gavaskar and the vibrant Sania Mirza as its brand ambassadors. The ad also pronounces benefits to the modern Indian consumers with their invaluable service. It also strongly conveys the message, that is, the power of plastic money enjoyed by the new-age Indians, which is ready for celebrating life, expecting the unexpected and is prepared to meet the challenges, which pop-out as surprises. After Rahul Dravid worked wonders for Bank of Baroda, Big B and SRK did the same for ICICI, Gavaskar and Sania Mirza are all set to remind all what is known as a ‘celeb-punch’!

BRAND : Pepsi

AGENCY : JWT

BASELINE : Phir Aayega India

DESCRIPTION : An emotional old man throws the Indian cricket team’s jersey outside his window with tears in his eyes. The jersey goes flying when an aircraft passes over it. Then with a pant of guilt of throwing the Indian jersey, he ran to check out its whereabouts. He feels relieved when he sees the jersey land in a small boy’s hand. The ad ends with smiling face of the old man when he hears the boy screaming ‘Phir Aayega India’.

4Ps TAKE : Even after the failure of the Indian cricket team in the recent Champion’s Trophy, the famous blue billion campaign of Pepsi still continues with the Blue billion ‘Phir Aayega India’ campaign. The core benefit to the brand is its strong emotional connection with the Indian consumers. The single-minded focus of the message is to make Blue-billion campaign a part of the cricketing world fraternity and carry it forward to the forthcoming World Cup event. It is visually captivating as the ad shows the contrasting generation’s emotions for their motherland. May the Indian cricket team perform better in the near future as just as the likely fate of this Blue-billion campaign of Pepsi seems all set to indeed touch the sky!