Did you watch the recent commercial featuring Swastima Khadka titled, ‘The Evolution of Money’ made by Jazz Productions. I am deliberately skipping the brand name. Comment if you are able to recall the brand name. I am providing the link here:
The ad made ample buzz on social media for its creativity. The ad has 430K likes just on YouTube. Lot of people liked the ad. Now the question is what makes an ad effective? Is it the likeability of the ad or the engagement with the ad or the creativity of the ad that makes the ad effective? Let’s analyse this commercial to discern what makes an ad effective.
First of all, the brand is launched in a very competitive category. Brands like Fonepe, Esewa rule this category and the scanner shown in the ad created a better resonance with the dominant brand in the category rather than the new entrant. Even if the customers knew the name of the target brand, scanners activated the competitors’ brand in the memory. Even if the brand is different from the existing product category nothing in the ad clearly signifies that.
Secondly the choice of celebrity was fine in order to get the attention. But the use of this star in almost every other ad does not help the brand to stand out in the clutter. There are no visible linkages created for the brand with the celebrity.
Thirdly the problem situation shown in the ad was not unique to brand. This also made it easier for the dominant brands to be recalled.
How effective the ad was can be elaborated more precisely by the band itself. In my opinion the ad would have made more sense if this ad was for the leader in the category, as it is plenty of respondents were able to recall the Fonepe brand after watching the ad.
Saying that what could have been done in order to make this ad more effective?
1. The problem situation could have been portrayed to be more precise. If the brand does not require internet to process the transaction, it could have been shown in the ad.
2. The brand should have created and shown unique and iconic brand elements in the ad. The best example could be the Airtel girl and airtel music.
To conclude in simple words if an ad consists of two components: 1. What you say? 2. How you say? The ad focused more on ‘how’ rather than ‘what’ and in the process missed out on the instrumentality of the brand performance. The creative ad was created but the marketing was missing.
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