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Niche Strategy

Reviewer: Arun Iyer

Arun Iyer is national creative director with Lowe Lintas. With over a decade of experience in advertising, Iyer has worked on brands such as Idea Cellular, Fastrack, Tanishq, Britannia and Surf Excel.


The new ad for Bosch Home Appliances India by Ogilvy and Mather India shows a group of German engineers interviewing every “washing machine-seeking" couple about their home before they let the couple leave with one of their appliances.

What did you think about the advertisement?

Recall value: The ad is nice, but people may not remember the brand

Do you think this strategy works for the brand?

As a strategy, it does work for the brand. It’s quite a different way to communicate the fact that their machines are of superior quality. But it is a bit of a niche strategy. I am not sure how many people out there will make the German connect.

What must consumer-durable brands keep in mind while working on their campaigns?

As of now, in the consumer-durables space, the big players seem to be Samsung and LG, both of which are non-Indian brands. To my mind, when you are working in a market like India, a lot of factors, such as the product pricing and distribution, will play a big role in how well your brand does. But when it comes to communication, a factor that is well within the control of the brand, it has to be something that can create as much brand differentiation and brand preference as possible. The challenge is to, in some way, stay on top of mind, so when the consumer walks into the store, the brand can get that window to make a pitch. On the whole, the advertising in the category is a bit of a blur. Consumers may remember the ad vaguely, but rarely will you find them saying that an ad or idea has stayed with them. So in that context, this (Bosch) ad is a nice way of looking at the category but I am not sure how much of Bosch people will remember.

What’s your favourite ad in this category?

Ariston’s Aqualtis’ Underwater World ad is visually stunning. It takes you through a journey almost privy only to scuba divers. What appear to be sea creatures drifting through water are actually fabric. Blue fish with white spots swimming through the coral are, in fact, socks navigating their way through white shirt sleeves. Scarves wave their seaweed leaves as handkerchiefs double as jellyfish... And it ends with a super that says: Big Inside.

As told to Gouri Shah.

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