Archive for Flying Machine

Miscellaneous 2.0

Posted in Advertising, Brand, India with tags , , on March 24, 2008 by manuscrypts

Since 2.0 has been liberally used to portray any improvement/new version, i thought it made a good post headline :). On a sidenote, i even saw ‘Family 2.0’ in a Yahoo study.

This post is about a few brands that were part of my youngistan days. Of course, unlike these days, none of these brand made any efforts to lure us or even consider us their core audience, the youth were just considered well, young then, and not of any significant value. Why these brands? Because they are attempting 2.0.

Melody – ‘Melody Khao Khud Jaan Jao’ rings a bell? Well, Melody is back with a new set of ads, using extreme situations to create a contrast with the line ‘Melody itni chocolaty kyun hai?’ One is set in an exam hall, with one student trying to get the attention of another, and finally asking this question in the end. The other had the cliched dark alley scene with a girl being followed, only to end up being asked…. With confectionary companies going way out of the product territory for the ads, Melody can’t be blamed for trying this stunt. It remains to be seen whether the old line still works.

Flying Machine – I used to love the brand until their relaunch. I would’ve continued to love it if they hadn’t chosen kAbhi B (ready for an endorsement)  as the brand ambassador. Its not just a personal dislike, he’s just so wrong from my percpetion of the brand. I personally think they don’t need an ambassador with a name like that, all they need is to communicate the right attitude, but if they had to, it could’ve been any John (oops) or maybe Hrithik, speaking of whom..

Cinthol – A long time, that green bar was the only option available, unless of course you wanted to try the sissy  Pears (no offence meant to them, but it was just a perception, and i’m guessing the kind they wanted) or washing soaps. So while half hearted attempts were made with C Fresh,Lime, Deo etc, this time they’ve got Hrithik as the brand ambassador, and a whole new look. He’s right when he calls it an apology for a site. The product also looks very ‘Close Up’ with those three colors, but hey there are only so many colors, i guess. I have only one recommendation, and thats in packaging/ditribution – please stop selling only that lousy four pack combo, and let the customer also have a ‘1/2/3 only option’. Even if you have to sell 4 packs, please have different ones so that i dont have to hate you for making me finish all 4 before i can buy another soap!!

until next time, me too or me 2.0

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