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