AdStand: Coke, Oppo, GoIbibo, Kellogs and Deepika

There is an easy way to get eyeballs, that is to sign up the current superstar and watch the brand soar. Coke, Kellogs, GoIbibo and Gionee have all got the advantage of having possibly the hottest celebrity as the endorser. All the brands have released the ads at the same time, giving the brands a certain topicality.

 

The Coke Elevator Campaign

While Pepsi faltered in its campaign, Coke has kept the narrative simple and created a very Coke kind of spot. The story of a star bumping into a commoner, connecting with each other and the star leaving the common stranger with a goofy grin makes for super viewing.

There is a certain charm that Deepika brings to the commercial and despite a very tight story line and little space to improvise makes the commercial memorable. The hotel room service steward is also perfectly cast.

The spot though is adapted from the international commercial of Coke. The international commercial is a modern day Cinderella story where an ordinary girl bumps into a celebrity DJ and ends up having her own starry moment and a selfie that didn’t work out as well as she thought it would. The winner this the interactive digital content which takes you floor by floor giving you a taste of candid moments.

The digital campaign has far more interesting take on the modern Cinderella story than just a selfie that is dominated by a bottle of Coke. This is a winner from Coke

 

Selfie and Oppo

Oppo was about the love story between two stars. These two stars haven’t been cast together in a movie, so by a phone brand that was a brave move. The brand has now moved beyond love story, into Selfie. The emotion of finding long lost love has been replaced by narcissistic feel of looking at your face with a weird pout. Deepika is fighting the pout war with Alia and Ranveer. This is an interesting war out there, pouts, pouts and pouts and three hottest celebrities.

 

GoIbibo and Deepika

At 8.5 million views in YouTube alone GoIbibo is doing very well to help Deepika make money by using her contacts on her phone book. This is a simple tale that is enlivened by Deepika, but more by the technologically challenged aunt. The aunt plays the old-world-old–idiom driven lady with extreme pizzazz. It’s the casting that is inspired, the rest of the ad is usual.

 

Kellogs and Deepika

 

Kellogs and Deepika were into selfies last year. Deepika was showing off her weight loss post two week challenge last year. This year Kellogs Special K Protein is more about maintaining your weight by eating the most tempting Cranberry flavoured cereal. There are many cranberries in the commercial, almost from frame one to frame hundred. Its just in final frame you discover that Kellogs has two more flavours. This is a classical packaged food commercial, and does the job of selling the breakfast well. Kellogs will benefit from having a supremely fit and attractive Deepika as its ambassador

 

Deepika and new ASCI Guidelines

ASCI’s new guidelines for brand endorsers and will the guideline have an impact on Deepika’s brands? The bubbly drink is about making friends, that should be safe. The dual lens cell phone is about selfies, you can’t debate that. The travel brand is about making money from friends, that’s a matter between friends. The breakfast cereal is about maintain weight. May be Deepika now needs to hire a nutritionist and a food scientist. Or may be Kellogs can explore selfies again.

They are in fashion.

Original published here: http://bestmediainfo.com/2017/04/ad-stand-coke-oppo-goibibo-kellogg-s-and-deepika/

 

Ad Stand: Nike, Channel 4 and Human Stories

In persuasion economy every human story becomes a selling tool in hands of brands.  

Humans are a lot into social felicitation and conformism. A story well told can lead to people altering behavior even if it is transient. Advertising and communication tries to make this alteration in behavior longer lasting.

Pokemon Go becomes a global rage in no time for people want to be a part of what seems like the latest fad, they cant be left behind.

Nike uses human story to do the same but may be doesn’t do it so well.  

In today’s new age persuasion economy, brands are turning everyone into a salesperson. Everyone’s story is also used to sell us something.

 

Nike and Deepika, could it have been better told?

 

To her 31 Million followers on FB, this is what Deepika Padukone posted her story of depression and how she came out of it.

 When I was growing up my father said to me, “To be the best, always remember the three D’s – Discipline, Dedication and Determination. Follow your heart. Do what you are passionate about.”

Sport has taught me how to handle failure. It has also taught me how to handle success. It has kept me grounded. It has taught me humility.

Two years ago I struggled with depression. I was sinking. I almost gave up. But it was the athlete in me that gave me the strength to fight and never ever give up!

And so I want to say to every girl and every boy and every woman and every man…play a sport…because it changed my life…and it will change yours too!

Sport has taught me how to survive! It has taught me how to fight! It has made me unstoppable!”

Deepika comes out in open about depression, says she fought it using sports, and this is where it starts to get murky. The Video is actually for Nike. Deepika trades her story to convince thousands and thousands of girls out there to take to sports to cure depression. This is what is wrong with the whole video, it’s a sob story that has been used commercially to sell a brand. It doesn’t matter to the brand if the disease called depression needs medical intervention, needs a medical assistance, needs cure. They have done what everyone does in case of depression: advise with no scientific basis.

What makes the whole thing even bad is that the video has India’s most accomplished athletes, but they have are playing a supporting role to Deepika, who is a Badminton Player in the ad. Joshna Chinappa, Ishita Malviya, Jyoti Anne Burrette, Rani Rampak, Shweta Hakke, Shweta Subbiah and Tanvi Hans. Squash, Surfer, Footballer, Hockey, Trainer and Footballer. These women are on top of their game. They should have been the inspiration for Deepika and millions of other women to take up sport and fight life issues.

By making it other way round, Nike just exploited a human story for commercial gain.

 

Not Just do it, but #YesICan

Channel 4, the broadcaster for Rio Olympics has created what Nike couldn’t for Paralympic Athletes. The Music Video has 15Million views on FB and almost a million on YouTube celebrates the Superhuman feat of the athletes. The music video features 20 athletes who will compete in Rio Olympics

the Paralympians demonstrate a wide variety of athletic feats—high jumps, weight lifting, and archery as well doing everyday tasks. Ultimately, it the focus is more on ability then disability.

The video has met with tremendous response on social media. That is a demonstration of the power of how the human stories have been told.

 

Human stories are powerful, they need not be soppy

The Channel 4 Rio Olympics music video and the Nike Deepika video are cut from same cloth.

They both celebrate achievements of human ability and tenacity.

Channel 4 has turned them into an inspiration for humanity. Nike has just made a mess of it

Channel 4 has done what Nike should have.