Bioscope 2: Set Wet Gel- Buri Nazar Waale tera muh kaala

Set Wet Gel has launched a new TVC. The major attraction of the TVC is a cool, foot-tapping music on the famous Indian quote "Buri nazar waale tera muh kaala"

Here is the ad!

Lets see the effectiveness of this ad on IAPMID rule grid.

1) Impression: The charm of this advertisement starts as soon as the cool music starts and it has a ever lasting impression on the minds of the people. In most of the male gel/ deo TVCs, there is nothing much to see. Most of the ads talk about either the women chasing the hot guy or the male suddenly being successful in wooing the female counterpart by using any of these products of any of the brands.

In this case, the agency has gone one step ahead and showed a male who is jealous of another male who has applied Set Wet Gel. 

2) Audience: Since, the agency has used the music to its best and it goes very well the generation of today's but what is lacking is not associating with the Indian faces. Why to use non Indian faces in this segment is still not understood. All the models used in the TVC are non-Indians and this might go against the advertisement. 

3) Promise: This is a very cluttered segment and brands are left with nothing but using music, new models, new products to make a promise to the customer. In this TVC, the new concept of male getting jealous by another male is a new concept and to a certain extent applies in a right manner. 

4) Message: The message is very well communicated to the audience via the visuals and even by apt-fully using the music. 

5) Impact: I have asked dozen of users and non-users of various Hair gel and to my surprise they remember the advertisement if they are made to listen to the music. So in one way or another the TVC has lived to its expectations to make an impact on the right target segment

6) Differentiation: A new concept of one male envying another male is a new concept and very beautifully put in a cool music. As far as the product promise is concerned, there is nothing new and hence no strong points of differentiation in that part. But recently other players (infact Set wet in its earlier avtaars) have used the sensuous, sexy TVCs. Surprisingly all the youth oriented channels like MTV, Bindaas are full of only these ads. In that segment, it is believed that the brand is able to create a definitive differentiation in the minds of the consumers.

So the score of  "Set Wet Gel" IAPMID rule is
Impression: 8/10
Audience: 6/10
Promise: 6/10
Message: 7/10
Impact: 7/ 10
Differentiation: 8/10

60-IAPMID score is 42

Bioscope 1: Kalyan Jewellers

Kalyan Jewellers is India's one of the renowned names in the Jewellery segment. The reason of their popularity is because they have consistently talked about their brand in the media.

A south India based company, which has more than 30 stores in South India recently launched a store in Ahmedabad, Gujarat. They made the announcement with a launch of new TVC featuring none other than Mr. Amitabh Bachchan.

Lets see the effectiveness of this ad on IAPMID rule grid.

1) Impression: Having the legendary Mr. Amitabh Bachchan is always a treat to the eyes. The stage of a middle class house with the use of poetic language creates a soothing impression.

2) Audience: A marriage in Indian culture is always synonymous with the Gold. The consumer in this advertisement being parents and middle aged individuals will tend to relate with this TVC.

3) Promise: Here, the TVC took a route, which is very risky. It talks about the benefits of BIS marked Gold, in a way intends that Kalyan Jewellers sells only BIS marked Gold. This information led TVC creates  a segment-specific awareness rather than a particular brand (in this case Kalyan Jewellers) specific. So the effectiveness of this Ad in the favor of Kalyan Jewellers is difficult to be measured.
People in India still buys Gold from the known sources (or a trusted brand), so it is feared that people will ask about this particular standard Gold form their respective brands/ shops etc.

4) Message: If TVC is to be evaluated properly, then one would realise that this particular TVC is about the opening of a new showroom in Ahmedabad. The message is "Kalyan Jewellers: Now in Ahmedabad".
Does it necessary to do a nation wide campaign for a regional launch. To a certain extent, it makes very less sense.
The brand in the past has also launched regional specific TVC (again using Mr. Bachchan). Here is the ad!

5) Impact: This Ad specifically has taken first mover advantage by using Amitabh Bachchan, segment-specific advantages, national route. But will it have a long lasting impact, is a question mark.

6) Differentiation: Yes, definitely the other brands used a more joint family, emotional route, bond between  parents and their daughter or bond between two lovers. This TVC has used an another route, which is a very factual and not an emotional route. Most of the ads are remembered and loved because of their emotional route and not because of their factual route.

So the score of "Kalyan Jewellers" IAPMID rule is
Impression: 6/10
Audience: 10/10
Promise: 6/10
Message: 3/10
Impact: 4/ 10
Differentiation: 4/10

60-IAPMID score is 33

Success of an Advertisement - "60- IAPMID"

Lets start a new series on this blog- "Ad- Bioscope". Lets create a platform to discuss Indian advertisements. The delivery of advertisement could be anything TV, Print, OOH, Digital etc.
I have created a small principle to evaluate ads, "60-IAPMID"

where in IAPMID stands for the following

First Impression (Does this ad bring smiles on your face?)
Right Audience (Do you identify with this Ad?)
Service Promise (Do you know what will this service/ product deliver?)
Message (Do you get the message?)
Impact (Do you still remember the ad ?)
Differentiation (Do you find all the ads similar (in a competition)?)

This principle involves around "You"- that is a customer. The best ad/ commercial is the one, which scores 60 on "60-IAPMID" rule.