I guess many of us have had an opportunity to attend campaign meetings during elections. Before the main political leader for the meeting speaks there will be quite a few speakers lambasting the opposition for its inadequacies. In the end if you time the proceeding you will find that pareto principle makes a cameo appearance here also. Eighty percent of the time the talk is about the opposition party and only twenty percent devoted to do justice to self.
The new Rin commercial does that. Till the closing few seconds the ad talk only about tide. In fact the first time I thought i was watching a new ad for Tide. It is too early to gauge the benefit the ad had brought for the Rin brand, but for all the money spent for the ad it has given good publicity for Tide brand too. So whatever be the benefit for Rin the money spent on the ad is not well spent. This kind of a stunt would have benefited a smaller brand which is craving for awareness but not so much for Rin where publicity is not the objective. Even though gaining publicity couldn't have been the main objective of this commercial when visualized in the hallowed chambers of the marketing giant, I think that is the only end that this ad has achieved is publicity.
As far as the claims made in the commercial go I think they do not hold any weight whatsoever. Consumers are very realistic when it comes to shampoo,detergent and fairness cream advertisements. They realize that SFX used for these ads are state of art and compare to that in Avatar. So comparing whiteness is a very relative test which can not yield decisive results. The lack of clear details makes the claims look manipulated.
Overall the campaign falls flats and has earned negative points for Rin and some windfall points for Tide. The marketing gurus at HUL could have found better use for their budget and spent the money well.....
R
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