Santosh Padhi is co-founder and chief creative officer of Taproot India. With more than 17 years’ experience in advertising, Padhi has worked with brands like Pepsi, Mountain Dew and Nirma in the past.

CAMPAIGN

The campaign, by Ogilvy and Mather, is based on the insight that men believe women take a long time to get ready and tease them about it. But when actor Kareena Kapoor finds herself in this situation, she is able to prove her man wrong—she has the Philips Intelligent Hair Styling Range curler, which enables her to style her hair quickly and easily.

What are your first thoughts on the ad?

Apart from Kareena, I don’t remember anything in the ad. The storyline is not interesting and the ad is low on re-watchable value.

What would you have done differently?

Not interesting: The advertisement is low on re-watchable value.

How challenging is haircare as a category?

I think whenever you are talking to a large section of the audience, the challenge is always bigger. This category is hugely cluttered, and that’s the reason the idea needs to be projected strongly and with clarity.

Do you feel star power is crucial for a brand’s positioning today?

Stars always have a lot of value in a country like India, be it Bollywood or cricket. However, if they are not used in the right context to connect with people, at times the brand ambassador might overpower the brand.

As told to Vidhi Choudhary.

vidhi.c@livemint.com

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