Desperate attempt by Amazon India to convert "कमलापुर" to "Parisपुर" in #CitizensofFashion campaign

Amazon India has just launched their new branding ATL for fashion especially after Myntra's buoyant sale in July 2016. Nomenclature of campaign is #CitizensofFashion. Some can also question is this just a reactive campaign to Myntra recent sale? Fashion is one category where Amazon India has still not aced the competition. Consumers still goes to competitors like Myntra and Jabong for choosing selection. And Amazon wants to give a good fight in Apparels category.

But will they do it by  terming "कमलापुर" to "Parisपुर" . The TVC rides on aspiration. The feel of campaign is that if you adapt west , you are so0O cool. The transition of musicians into international rockstar through dressing is too obvious, sounds somewhat desperate for being termed as fashionable and not classy.  

Musicians have their own flavour through music and their dressing sense is a reflection of that and not aping of west.

Watch TVC here

Clutter breaking - No
Call for action - No
Can it cause Viral fever - No
Communication - High 
Prachaar rating - 5/10

Will you open happiness or like to taste the feeling - Curious case of Coca Cola

Iconic brand Coca Cola has adopted a master brand philosophy coming down from its global leadership which has to be mandated. Thankfully, the Indian unit has played well in adoption but the do they trust the core.

There previous positioning play - udeemo wali dhoop (watch here) was well received. That jingle had viral content, was integrated well with CSR and perfectly directed towards youth. [that campaign to be taken up later]

For the current one, the punchline "taste the feeling" is a emo-functional one comprising of a functional call and then an emotional recall. This three worded structure of punchline is better than that of functional beverage Paper Boat "drinks and memories", which is more of a combination of factual and emotional. However, the subtle tagline of Coke is a notch too silent against Pepsi's pepi and much debated campaign "Pepsi thi pi gaya". The latter stands out more engaging, thought igniting (or, call it polarizing), quirky and viral. Though Coca Cola selection of celebrity Sidharth Malhotra  and superb roleplay by Venus Singh (girl in the ad) has to be complemented.

The battles of colas have been fought with great ad support previously. The ambassadors of mass advertising have been famous and well broadcasted. In that hope, let's wait for next episodes.

Watch tvc.

Clutter breaking - No 
Call for action - Yes
Can it cause Viral fever - No
Communication - High 
Prachaar rating - 6/10

Why Titan's Skinn always wanted to #BornFrench? Find out?

Skinn by Titan is made in France with formulation done by famous French perfumers. Aim to be launched as premium products, they have taken a courageous step in releasing their new ATL campaign #BornFrench in French.

Brands associate themselves with strong pillars for recall. A strong identity works a lot for being authentic. And this is what Titan has invested into. So Titan may compete with Swiss watch majors on one hand but has agreed to #BornFrench. The TVC is in french with English subtitles but the rest of set up is pretty mediocre. One may debate models used are #BornFrench or not, but the voice over scores like the Griezmann goal in getting the attention. It is refreshing to see them parting away from cliche 'hot-chick-attraction' from their previous ad. This is definitely clutter breaking for fragrance category and adds to the premium demanded by the brand (a must for their TG).  

Watch tvc

Clutter breaking - Yes
Call for action - May be
Can it cause Viral fever - No
Communication - High
Prachaar rating - 7/10

Interestingly, #BornFrench seems to remind that it has roots in India. Found this description of one of the variants. "Steele is the reflection of a Bollywood hero, the seductive man who is charming, extremely confident and can seduce with his charisma."

Hello world

These two words are generally a part of first display assignment of a computer coder in his programming class. As soon as he gets the program compiled and the output screen displays "Hello World" , it signals him coming on stage where the geeky humanity greets him hello.

And these have now attained unmatched brand equity among its target audience.

This blog attempts to analyse such instances of marketing efforts which aims to bring brand awareness , resonance and salience amidst its TG.

Hello World , and I will add a smiley too 

ps: I should mention that professionally I have worked in marketing roles, headed territories like Delhi, Bangalore, Kolkata in sales roles for FMCG/Ecommerce companies and have also set up new business units. The power to do something like this blog comes from my experience with management consultants who tend to easily and confidently review work. Hope I too am from same breed. May be! I am...