Why Did You Or Why Didn't You?

Yes. After seeing those semi-nude girls dancing in the beach ad, I will buy only Bacardi CD’s. Nothing else. After seeing Haywards Club Soda ad, the first thing that will come to my mind after having a bad stomach is to drink Haywards soda. Khoob jamega rang, jab mil baithenge teen yaar.. aap, mein aur bagpiper club soda. Akshay, I and Bagpiper will sit in a high stooled round-table and will enjoy Bagpiper Club Soda. What a Utopian world! ITC has garment retail in the name of “Wills Lifestyle” and Oh-my-God, we didn’t know till now that they sold cigarettes with the same name. When I was young, I asked why Wills Lifestyle didn’t sue Wills Navy Cut for using their brand. They are spoiling the garment company’s name by linking it to tobacco products. Are you freaking kidding me!!

Surrogate Advertising has really changed the way things work in the world of advertising. But the pinnacle of surrogate advertising has to be given to the brand which runs an airline to promote its beer brands. Slightly out of context, it’s high time the company has to raise its beer prices by a rupee per pint to save the airlines in return. Surrogate advertising is the innovation that was born when “The Cable Television Network (Regulation) Amendment Bill”, came in force September 8, 2000, which completely prohibited cigarette and alcohol advertisement.

Taking specific useless days like Father’s Day, Mother’s Day, Friendship Day, etc. (it’s my opinion because they all are marketing gimmicks. Don’t act as if you don’t respect your dad, mom or friends on any other day except these. When you need money or any help you go to them respectfully!). So, taking these specific useless days into account, a lot of companies make ads to target their customers based on their brands’ relevance to that specific day. Horlicks broadcasts Mother’s Horlicks ads around Mother’s day. Durex uses Father’s day to innovatively promote its brand, addressing their customers saying that “you could have avoided this day :P”. Although Airtel missed out an opportunity with “Tera-Mera” around friendship day, the ad is becoming increasingly irritating (They were good as long as ARR’s tune was playing in the background). But there were other equally irritating ads that come out during friendship day. So, all these companies used these so-called special days to market their brand simply because they are allowed to do so.

But, one such brand needs a special mention here. They are a premium brand and they need advertising because the Indian whiskey market is more than 100 million cases per year and they are a new entrant. The Cable Television Network (Regulation) Amendment Bill doesn’t allow them to advertise directly. Have they missed a huge opportunity to advertise on a day, which was created in Indian parlance and shares their brand name? May be or maybe not. Why didn’t they follow Foster’s “The Art of Chilling” campaign which mocked Sri Sri Ravishankar’s “The Art of Living” programme? Was it a deliberate strategy to miss out on this surrogate advertising opportunity and telling the market and the outsiders that “we are a true and ethical brand and won’t play with the sentiments of the people”? Or was it an honest mistake given their industry’s history of “I don’t give a damn!”

Whatever it is, Happy TEACHER’S Day!

Cheers!!!