Adalysis - 3

Brand: Carlsberg.... BEER !

Introduction:

India has seen quite a lot of activity in beer recently. Tiger entered with widespread advertising and budweiser banked on the excitement that followed the announcement of its entry. King Fisher has always been adorning "Wine Shops" with beaches and babes and humming to the famous "Ooh la la la la le le lo". Other brands that Indian guzzlers swear by include - Cobra, Foster's, Royal Challenge, Heineken etc...

Background Info:

Inida as a society still frowns upon liquor. However, in 2006, 220 million cases of beer were sold like hot cakes. 55% of the Indian population today is less than 25 years old (TKC Liberalisation's children). Consumption of beer has jumped 51% from 2002 to 2006, riding on the back of a young population with rising incomes and a tendency to guzzling booze.

Adalysis:

Today's Ad gets quite the Thumbs up from me. Read on to find out why...

Alcohol advertising, according to me is most noticed when it appeals to the inner escapist in every 'drinker'. No matter how many hardcore fans protest, Alcohol is a stimulant. Period. Just like smoking, it is associated with a fantasy which can only result from an escape from reality. Don't believe me? Check out the following lines:

"Life is calling, where are you?"(Smirnoff)
"Never run out of it"+ daredevil imagery (Seagram's Fuel)
"I'm in the mood for mischief" (White Mischief)
"The world steps aside for the man who knows where he is going... Keep Walking" (Johnny Walker) - Being a high-end brand it appeals to the ultimate male ego of being an unstoppable, successful, hero... who is sure of himself... who knows where he is going.

And how about smoking? With all the 'smooth' lines and the 'Kings'and the images of high society men with unrealistically hot women. Cigarette Advertising in the US has been blamed for reinforcing ídeal woman'stereotypes with lines like 'smooth', 'slims'etc... by Jean Kilbourne.

All these tactics, coupled with "ideal life" images work wonders on the potential escapist.

Beer has always taken a "bonhomie" route. Whether it may be frolicking with hotties on the beach or chilling in front of the TV, beer stresses on the 'friends' aspect strongly. So in a category which usually stresses on values like: friendship and camaraderie (Bud), fun (Bud again, Kingfisher), getting the girls (so many.... I can't recall names), being cool, making a statement etc... Carlsberg goes on to establish a "Truly Global beer brand image". If you haven't been following this, the campaign consists of large images of major world destinations and right there, just big enough for the writing to be noticed on it will be a green truck with "Carlsberg"painted on it. The line then goes as "Probably the best in the World".

I love the positioning. It gives a very intelligent image to the brand. It also appeals to a very intelligent audience. So it won't surprise you if I told you that I found this ad in the inner pages of the Economic Times in Bombay. The messaging is very clear - Probably the best in the World. No tall claims, but no beaten humility either. The image is clear - Carlsberg is a truly Global brand. And the "adventure" and "fantasy" aspect has not been forgotten either. It works beneath the surface...

Think about it... exotic locales... travel... adventure! No cheap thrills like oily hunks on surf boards and bikini-clad women. A more serious, realistic adventure.

No proposed solution. Rock on, Carlsberg!

References:

TKC - The Knowledge Company analysis, Marketing Whitebook
GSB Konkani's Blog - "Alcohol Industry in India - High-spirited growth" by Dr. Uday Lal Pai

Adalysis - Kaya

Introduction:
Well, healthcare advertising seems to be on a major wave in India right now. Big names have set up their own dedicated shops to handle healthcare accounts. I have a copywriter friend who's been a Healthcare + Human Care Advertising Copywriter for the past three years. The health sector in India is witnessing major corporatisation and the wellness sector major FDI, retail projects (Kaya, Evolve, Gold's Gym) and entry by big Indian names like Birla etc... By the way, did you know that only 2% of the Indian population has health insurance? This sector is going to go crazy with the rising healthcare costs....

Kaya is currently also running a campaign for its skin clinic with the theme "Designer skin from Kaya". It's got some hot models posing with a lot of skin shown more 'sensually' than 'sexually' in haute-société backgrounds with the line. Will do an adalysis in the near future....

Client: Kaya Clinic

Agency: No idea... I think it's McCann Healthcare or Grey

Adalysis:
Did you know losing weight was dangerous? The current trend is a skepticism of these quick-fix health solutions. TKC found that 22% of a country-wide survey's respondents cited weight problems as a major health concern. The success of weight-loss programmes also showed the rising trend to avail of the same. Today's young and adults are aware of symptoms and ailments and also discerning about the side-effects of quick-fix modern health. They seek holistic, close to natural, harmless methods to feel good as well as look good.

Sickness is being redefined by the Indian consumer to be not just the disease, ailments etc... Rather let me put it this way - Good health is defined as not just the abscence of disease, but also stamina, a fit physique, balanced mentality, etc...

Thus this works! It shows ill-effects of usual weight-loss methods unaware consumers and echoes the aware, careful ones. The ad also caters well to the self-health managers . The increasing awareness of the ill-effects of modern methods and the ad's message is very well in sync. The copy is blunt. And a great call to action by sales promotion for the first 100 SMSes.

But nevertheless, not a clutter breaker. Most players adopt this route except for maybe the mention of side-effects...

Instead of just focussing on the solution provided to the problem, a weight-loss clinic brand could also shed some light into the process. The process is the most difficult part. Why not highlight how the brand understands the perseverance that has to be put in, the pain that has to be tolerated and how the brand stays by you throughout the journey? This would rope in those who have failed at weight-loss attempts as well (there are many!) besides new consumers and consumers of competiting brands. Also the ad just mentions 5 kilos in a week. For those who do not know that losing more than 5 kilos a week is unhealthy, it would be better to mention the same.

References:
Marketing Whitebook
TKC survey
General reading

Appendix:
TKC - The Knowledge Company, a division of Technopak
Self-health managers - those who try to manage their own health by being pro-active, researching ailments, discussing with others and keeping in touch with wellness research. They also end up becoming major opinion leaders in their friends circles.