Saturday, November 03, 2007

Brand Update : Ambipur

After creating and ruling the branded car perfume market , Ambipur had a reasonably successful extension in the home perfume ( aircare ) segment. This year Ambipur launched yet another innovation in the Indian market : Car odor eliminator.
All car owners faces the issue of odor especially during rainy season and also when you have kids. What ever care that you put , sometimes, the odor usually wins the fight. Sensing this universal issue, Ambipur has launched this product in the Indian market.
There is also another interesting development in this brand. Ambipur has a new brand ambassador in Soha Ali Khan ( Saif's Sister). Infact the new campaign launching the Car Odor Eliminator features Soha.
Watch the Tvc here : Ambipur
The TVC although too dramatic for a product like Ambipur however keeps the viewer hooked on till the end ( spoof).
But what is really commendable about this brand is its ability to create and expand a new category. But the brand faces tough competition from cheap look alike and unbranded Chinese products. The original car purifier has not made any improvements so far and no new fragrances has been launched. This is an issue of being blinded by the success. As a customer I am bored by the fragrances available and is in lookout for a new product ( but couldn't find one... ).
Regarding the new launch, I wanted to try it out but was taken aback by the steep price of the product. The price just repels any thought of trying it out. May be the brand is taking on the premium segment ( I recommended that in my earlier post on Ambipur).
How ever , the new launch has enabled the brand to be alive in the media. The parent brand will also get the benefit of this launch. The odor eliminator is at best a niche and often seasonal. Another issue is whether this brand will cannibalise the existing Ambipur range ? Will an Indian consumer bother about having two air purifiers in the car and bother about refilling both ?
Time will tell....

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  1. Anonymous12:35 PM

    Another faulty approach that Ambipur is trying out - at least at the retail outlets - no tester is available. There is no way for me to smell the variety available and make a choice. I don't want to be stuck with a fragrance i don't like. Guess the marketing manager didn't think about this :(

  2. Anonymous9:33 PM

    Ambipur has also launched the Aromatherapy Range for both car and home. These are soothing fragrances which claims to relax. New TVC features Soha Ali Khan, the brand ambassador.

  3. Anonymous3:16 AM

    Another faulty approach that Ambipur is trying out - at least at the retail outlets - no tester is available

  4. Anonymous6:53 PM

    i want your new add in which there is person with his girlfriend sitting in car and there is cartoon voice BADBOO BADBOO bec there is my daughter 3 years old and she enjoy that add very much she has that add in her mind and remember by heart i will very thankful of your company if you inform bec i found all side there is your add with soha ali khan not that add is available pls pls pls my EMAIL ID IS and my no is 9818360698 and i stay in new delhi. thanks a lotttttttttttttttttttttttttttt


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