Wednesday, June 10, 2009

Brand Update : Chlormint

Chlormint is back in the media space with a new campaign. There are two interesting things about the new campaign.
First is that, the brand has now a celebrity endorser ( infact two !) . Chlormint has signed up Bollywood Actor Salman Khan as the brand ambassador. The new tvc features Salman and his brother Sohail Khan.

Watch the Tvc Here : Chlormint Airplane Ad

The second most important development about this brand is the tagline. The brand has brought back the old famous tagline " Dobara Mat Poochna " . Chlormint had earlier changed the tagline to " Khao Kabhi Bhi ". I had criticized about the unnecessary change in the tagline in my earlier update about the brand. I had argued that the new tagline does not have lasting power and dumping " Dobara Mat Poochna " was a mistake.

The brand has made some changes in the tagline. The new tagline is " Bina Tayaari ke Dobara mat poochna " meaning " Don't Ask with out taking adequate preparation ". It is good that Chlormint decided to bring back the tagline that made this brand famous. It was a beautiful tagline with lot of room for creativity. The tagline also became a much used phrase by the youngsters.

I am little surprised by the brand's move to rope in a celebrity endorser. The question is whether Chlormint really need the support of a brand ambassador ? My personal opinion is that Chlormint have the strength to survive on its own. Any brand ambassador will only dilute the strength of this brand.

One reason for taking a celebrity is the category competitor Orbit taking Deepika as the brand ambassador. May be Chlormint felt threatened by this move.

The new TVC featuring Salman and Sohail is a pathetic one . The agency could have used this duo better. There is nothing funny or remarkable about the new TVC.

The brand could have fared better if it had concentrated on itself rather than on the celebrity.

Related Brand


Picture courtesy
Tarik Jilai Flickr Photostream


  1. What a Coincidence!!
    I also wrote a blog on same ad on 11th june! but in different perspective

    This ad is not only pathetic but also quite similar to Halls Vinay Pathak Ad.

  2. Anonymous5:02 PM

    I completely agree with the writer about chlormint. In the 1st place the company should have not used celebrities as the essence of the ad lies in depicting middle class lifestyle with common people playing the characters. the tag line Dobarra Mat Poochna was which made the ad a door to door selling name and it is a good thing that the company has managed to retain the name

    I request the writer to post similar such articles on
    as me and most of my student friends are logged to that site and it will be great if we can get articles of advertisement and innovation in that site.

    also your article will get a wider exposure as millions of viewers flock in that site to get information

  3. I think yes in today's world needs celebrity for any advertizement but tell me one thing hum chlormint Q khate hai :)

  4. When they changed the positioning from 'Dubara mat poochna' they lost out on the when they wanted to come back to 'dubara mat poochna' they had to do something large to make it stand out.else it wud have just been a run of the mil-chlormint ad.which wud not have stood out in the clutter.with the khan brothers, the ad will generate recal.The ad was memorable.with the uniformed khan brothers.tho this cud help only short term, the brand wil gain its identity back if the ad agency comes out with interesting copies of their new positioning...

  5. Chlormint's intention's of returning to the brand DNA is fine. However, I am appalled at the amount of money pumped into the advertisement (in hiring the mega stars) and the media buying - all this for such poor creatives!


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