Brand Update : Amul Macho

So here it is, Amul Macho's sequel to the controversial first ad has been launched.

Watch it here : Amul Macho orangutan

Like the previous one , this one is less spicy but have all the elements to rake up some controversy.But the ad is not raunchy or bad taste as the previous one. Interestingly the first ad involving the newly wed created huge interest among the public with blogs and forums discussing the ad in detail. In that aspect, the first one was a remarkable success.

The second ad features orangutans and the ad is definitely well made. I am not referring to the storyboard but the filming. It would have burned a big hole in the companies pocket to make those orangutans act.
However the brand is sticking to its earlier positioning of " crafted for fantasies " . The idea is nothing new and I remember a couple of Indian innerwear ad like Rupa having ads which shows ladies chasing men in underwears . The difference here is that the protagonist is an orangutan. Some scenes in the ad makes us squirm if we are watching with our family and the intention is to generate some controversy. The lady looks like the same one from the earlier controversial ad and the song is also the same.

Related Brand
Amul Macho

MotoYuva : Aab Apni Suno

Brand : Motoyuva
Company: Motorola
Agency : O&M


Brand Analysis Count : 312

After creating a rage with some smart campaigns for Motorockr, Motorola is back again with another brand MotoYuva. Motoyuva , as the name suggest is a brand targeted at the youth . It is Motorola's latest venture into the fast growing entry level mobile handset market in India.

Indian mobile handset market is huge with an annual sale of any where between 60- 70 million handset. The entry level mobile phones dominate in the volume share . Motorola had another couple of models in this segment like C118 but Motoyuva is different.
The difference is that this is the entry level brand targeting the youth segment ( age 18-29) and also it is a brand rather than a dry model number.
It is worthwhile to note that it was Motorola which had started branding various models deviating from the practice of the market leader Nokia. Nokia followed the model numbering because of the ever changing models and technology.
But Motorola tackled this issue by branding a series. For example Motorazr was the series brand name and there were different models under this series.
Similarly Motoyuva started with the first model Motoyuva W180. The brand was an entry level phone with FM Radio and Hindi dictionary and speaker phone.

The brand was launched with a crazy ad which took me a while to understand when I saw it the first time.
Watch the ad here : Motoyuva 180

Motoyuva W180 had a tagline " Motoyuva aaya to aapka beta gaya " meaning ' when Motoyuva comes you will lose your son to it ' .
The idea is that the phone is fully loaded that the young ones will be lost in the phone.

The success of W180 prompted Motorola to extend the series with a basic music phone. Thus came the new variant MotoYuva W230. 230 comes with MP3 player with expandable memory at a tempting price of around Rs 3100.

What was interesting was the campaign.
Watch the campaign here : Motoyuva 230.

The ad shows a young boy using the music phone to escape from the nagging father. According to agencyfaqs, the consumer insight that drive this ad is that today's youth use music as an escape route. The ad is well made with a catchy score ( Adnan Sami) and a cool dude and a very realistic papa character. The brand uses the tagline " ab apni suno " meaning ' Now hear what you want to hear'

Soon after the ads was on air, one of my students raised a point that this ad will be offensive/irritating to the father and thus may not allow the son to buy this model. The reason he pointed out is that the TG for this brand may have to depend on the father for the money.
I also read a couple of blogs which aired similar views.
So the question arises as to the logic behind such a campaign berating father who can be the sponsor for the purchase of this phone.

The fact is that everything about the ad is realistic. It is a fact that for teenagers and youngsters , fathers are usually perceived to be nagging , complaining and criticizing . Often fathers become a big stumbling block in their quest for freedom. It is a fact that music mobiles are a rage among youngsters and it is a fact that they use music to shut themselves from the external world.
But whether to use these facts for a TV commercial is something that is debatable......

The simple fact that this campaign has become a talking point justifies the purpose of this ad. In this season where almost every brand is making hell of a noise trying to sell a '5 mp mobile camera phone ' to music mobile with a thump, it is not easy to make us discuss Motoyuva .

The company knew that this ad may create some murmurs , but the main purpose was to break the clutter. The ad achieved that to a large extent. The ad makes us chuckle and we watch because the characters look so natural.

The larger question remains whether the PAPA will object to buying this phone.. Some will and some may not. In majority of the cases, Parents leave the choice of the mobile phones to their sons and thus the ad may not affect the sales.
For these segment, it is the value that matters. At Rs 3100, if the customers including PAPA feels that Motoyuva provides value, the purchase will be made and other wise it will not.

Brand Update : Cadbury

India's favorite chocolate brand has launched a new brand of chocolates exclusively for those suffering from diabetes . The new brand ' Cadbury Lite ' is currently test marketed in Tamilnadu and Andhrapradesh.

This is definitely a good news for that 10% of urban population who suffers from this condition. Cadbury Lite comes with no added sugar and has a sugar substitute Maltitol .Cadbury Lite is clear cut in its positioning. It is for those who suffer from/prone to diabetes rather than for the calorie conscious. May be Cadbury does not feel that its products are unhealthy .

On a branding perspective, it is interesting to note that Cadbury Lite is a new brand rather than a variant of Dairy Milk. The question arises as to why did Cadbury resisted the temptation to launch a variant rather than a new brand. Please note that Nestle launched the variant Kit Kat Lite for the calorie conscious.

One reason can be that the market for the sugarfree chocolates is high and unexplored and hence there is an opportunity for a new brand. Second reason is the seemingly conflicting positioning of ' sugarfree ' chocolate with the existing hardcore sweet positioning of Dairy Milk.
But I feel that the primary reason is the opportunity to develop a new category and a new brand. How ever the national launch is expected only after the results from the test marketing.

Brand Update : Minute Maid

This year, Minute Maid has launched a new campaign with a peppy tagline " Where is the pulp " . As discussed in my earlier post on the brand, Minute Maid is being positioned as a pulpy orange drink.
The current campaign is aimed at making the brand more young and also to reinforce the positioning of the brand. The campaign is based on a simple proposition that everytime this drink is consumed, an orange somewhere loses the pulp.

To be frank, although I liked the ad I did not fully understand the idea behind it till I read about it in agencyfaqs. ( i think I am getting old).
However the ad does convey the idea that Minute Maid contains pulp. As a consumer I again admit that I did not understand what it means by a pulpy drink. And that itself is the challenge for the brand. The current ad will definitely intrigue customers like me to try it out.
The ad also hope that the tagline " where is the pulp " will be popular and become a part of the youth lingo. The brand has gone national after encouraging results from the test market. Minute Maid is one of the most successful non-cola brand of Coca-Cola globally. Indian market is skewed towards non-cola drinks and Coke hopes that this brand catches the imagination of the young Indian consumers.
While the brand is reinforcing the ' pulpy ' nature of the drink, it has forgotten the ' refreshing' attribute which was a part of the initial campaign. Coke has to remember that there is no drink that offers ' refreshing ' benefit to the customer. That spot is still vacant. The benefit of being Pulpy can be communicated through the attribute of Refreshing. And a refreshing drink is a proposition that will work well with youth.

With the new campaign, Minute Maid also has stirred up the competition. I remember seeing similar concept of pulpy and orangy in the new campaign of Tropicana from Pepsi.

Related Brand
Minute Maid

Varilrix Vaccine : Suraksha Kawach

Brand :Varilrix Vaccine
Company : Glaxo Smithkline Beecham

Brand Analysis Count : 311

Most of you may not have heard about this brand Varilrix but may have seen the ad for this product. Varilrix is the vaccine for Chickenpox . The brand is owned by the global major GSK and is now marketed heavily in visual media as the chickenpox vaccine.
The vaccine market in India is to the tune of Rs 300 crore ( Businessline) while the website: Express Pharma puts a figure of $ 1o billion. The vaccine business for GSK accounts for around Rs 100 crore.

There is a lot of activity around vaccines for the last two years . The reason for this increased activity is propelled by the increased health consciousness together with the launch of new vaccines . The total vaccine market in India is dominated by the government sponsored/subsidized vaccines. The vaccinations are aimed at children and usually the process ends at around 5 years. Typically the parents go by the immunization chart given to them by the doctors/hospitals when the child is born.
The increased marketing activities of pharmaceutical firms at the end user level has created a new and growing market for vaccines in India. One prominent vaccine is the chickenpox vaccine.

Varilrix is the first marketed chickenpox vaccine in India. The brand is an interesting one to look at because of the nature of the disease. Chickenpox is a disease dreaded by children not because it is dangerous but because it causes havoc in a student's academic career. The typical season for this disease is February- March and this coincide with the annual examination in most academic institutions. Since this is a contagious disease, the patient is kept in isolation for over 20 days which is enough to mess his entire examinations.
According to a study conducted by GSK across schools in India, the findings showed that 59 % of students may be at risk of contracting this disease.
Varilrix is a combination vaccine which can be given to children aged above 1 year. This gives a lifelong protection against this disease. The brand is targeting the parents who have children studying in schools.
Currently the brand is running a campaign promoting this vaccine since this is the exam time. The ads are hardhitting and the storyboard goes like this :

The entire family is waiting to hear the performance of their child in the examinations. The kid tells the marks and the family members ask for the marks of the child's main competitor. For most of the exams the rival scores over the kid but when the marks of the Mathematics paper is asked , the hero says that the rival scored zero because he could not write the exam because of chickenpox. The entire family is shown to bask in the glory of their child's triumph.

Although the ad seems to be too cheeky and blunt it really puts the brand's functionality right on spot.I still remember having nightmares about this disease during exam time, when i was a kid. The reason for this high decibel promotion is that this vaccine is expensive in the range of Rs 1000-1500. Since most of the vaccines are painful, it takes lot of persuasion to sell vaccines for such diseases which are more of a nuisance than life-threatening.

Vaccines are marketed by GSK using a dual strategy: there is ethical promotion involving medical representatives visiting doctors and supplemented by DTC promotions. DTC means Direct- To -Consumer promotion. Varilrix is also cashing in on the fear factor among the TG of losing exam/career because of this disease. Varilrix is a prescription product and should be administered by a medical practitioner. According to Mr Sumer Dheri , GM of GSK, there are two things that motivate consumers for these products : Extreme Shock and Manifold benefits. Vaccines has lot of negative connotations like lack of knowledge , fear of needle etc . ( source : express pharma).The ad for Varilrix aims to propel the consumers into action by invoking the fear of losing out .

Brand Update : Mentos

Mentos has launched a new campaign much in line with the positioning of " makes you smarter " exemplified by the slogan " Dimag ki batti jala de". This time the agency took the idea far into the evolution era.

Watch the tvc here : Mentos evolution

The new campaign is different from the real slice of life type of earlier campaigns. The new campaign is refreshingly new and absolutely funny. In a low involvement category, one has to take this route to stay on top of the mind.
What I liked about this brand is the consistency of the positioning and the message. The brand was able to sustain the positioning all these years. By looking at the animation and the quality of the animation, the cost may have gone through the roof but this ad has the steam to stay longer in the media. Also this ad will be much circulated and discussed.

The brand has moved away from the real life to artificial world ( absurdism) without losing the original positioning, it is important that the brand keep a link with the real world. The earlier campaigns had made this brand 'cool' and attractive to the younger crowd and its important that the brand remains that way.
The current ad definitely has bought the consumers' renewed interest into the brand and the follow up campaigns should make sure that the idea does not go overboard. Too much of absurdism can take the ' coolness ' quotient out of the brand.

Related Brand
Mentos