IIPM PUBLICATION
BRAND: Amul Macho
BASELINE: Crafted for fantasies
4Ps TAKE: This
one has all the factors to make it top the world’s most vulgar ads. First they have the guts to steal a company’s name as big as ‘Amul’ and then they produce a hideous ad, which is just short of showing an orgasm, to say the least. Don’t even ask us for a description, it’s too filthy to be penned down. We had never, even our wildest dreams, imagined an underwear ad to stoop down to such low levels just to get cheap popularity. Guess, the agency and the brand both swear by the adage that negative publicity works best. But, while it might work for a celebrity, beg your pardon, it doesn’t do anything to your sales dear. It manages to grab eye-balls for all the wrong reasons and we are sure all those who go to pick it up after watching the ad, must be a highly frustrated lot. While the nothingshort- of-obscene expressions of the woman, leave you jaw-dropped, it is the persistent ‘Toing’ sound which disgusts the most. We are amazed, no one has raised objection about it till now. This one’s ‘crafted’ to be shown between porn movies. All we have to say in the end is – ‘Yeh toh bada Toing hai’ – whatever that silly thing means!For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
2 comments:
Dear Sonu,
I feels Sorry for lack of your knowledge. After airing this advertisement. sales of Brand have increased by 35% & 48% in last two quaters.
70% of India is rural with high level of unemployement. The literacy rate is also know to everyone.
This is the only way of setting up a mass selling product in mordern India.
To make your product more like a comodity and maximise profits .
You will have to do this.
Except more fun on television from underwear manufacturers.
;)
Remember they are not selling toothbrush or hair oil (for which they may sing jingle's). Look at there product do you belive that the model should express in these undergarments advertisement. i will suggest you to have a look at videos on youtube with tag "undergarment advertisement"
lastly please be update that amul is not a stolen name, it is registered. like Mr. Ashok Todi's (riwaz muder case main accused ) Lux Undergarments
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