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