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The ‘me too’ factor

The ‘me too’ factor
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First Published: Fri, Oct 14 2011. 11 18 PM IST

Entertaining: Santosh Padhi.
Entertaining: Santosh Padhi.
Updated: Fri, Oct 14 2011. 11 18 PM IST
Spot Light | Tata Sky
Having spent more than 15 years in advertising, Santosh Padhi, chief creative officer and co-founder of Taproot India, has worked on brands such as The Times of India, National Geographic, Airtel, Condé Nast India, Nirma and Pepsi, among others.
Campaign
Entertaining: Santosh Padhi.
Ogilvy and Mather India’s advertisements for satellite television service provider Tata Sky’s High Definition service show a contestant on a game show confidently answer a question for Rs 10 crore in graphic detail based on a movie he saw on television. In a second advertisement, a witness is able to identify a suspect in the courtroom based on the high definition, or HD, picture quality on his television because of Tata Sky.
What did you think of the advertisement?
Both the films are entertaining, fun and have enough punch in the storytelling. They are well-produced as well, so full marks for the creative product. If only they were the first to stake a claim on the proposition.
What must brands keep in mind while trying to highlight features, such as HD, which are considered a norm?
Touting clarity: The ad is fun and packs a punch in the storytelling.
To my mind, the basic proposition (of an HD feed) is owned by many brands in the category. Each of them claims to be better than the other. So what’s the consumer takeaway? In such times, the consumer usually goes with the brand’s past record—their delivery of product, service or brand experience. Which is why brand-building is really, really important. The idea is to build a brand with consumers in such a way that it comes handy on such occasions—where consumers have to pick one brand among several with a “me too” communication or features, the brand trust helps the consumers arrive at a conclusion.
As everyone is talking about clarity due to HD quality, be it DTH (direct-to-home) service providers such as Reliance, Airtel, Tata Sky, or players in the parallel industry of the HD television sets, I really feel the big bet is on a brand that can cut across the clutter and own a particular space.
Which set of ads works better for the brand, the commercials featuring brand ambassador Aamir Khan or this set?
If Aamir Khan was used as a Bollywood star in all of them, I would have needed time to think about it. But the kind of roles he has been playing in the last few years on this brand, be it an old sardar driver or a milkman, are outstanding and only he can pull them off. That’s his strength in Bollywood films as well, to get into the character to do 100% justice. But I would have to say that the work the brand has been putting out with or without him in some campaigns is a good combination.
As told to Gouri Shah
gouri.s@livemint.com
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First Published: Fri, Oct 14 2011. 11 18 PM IST