Archive for Monaco

Mo Brand Ambassadors

Posted in Advertising, Brand, India with tags , , , , , , on June 23, 2008 by manuscrypts

I just realised that I totally forgot about Abhi B (or Shaky B, depending on your levels of dislike. Oh ok, I’ll stop. Can’t even be a bit nasty on my own blog 😐 ) in this post, where i talked about brand ambassadors for mobile handsets, among other things. But we’re not going to continue on the same lines of discussion here.

I happened to see the new TVC for MotoRokr E8. The ad is a continuation of the earlier Moto ad (watch the complete one here, I have only seen the edit, this is super cool) Any ad that starts off with a spoof of ‘Rendezvous with Simi’ has to be an attention grabber, and going forward this one doesn’t disappoint. The sudden blaring of ‘Appidi podu’ from the Tamil movie ‘Gilli’ was shocking, the first time, and funny, every time I watched. The film briefing with the ‘heroin’ and ‘desh ka jhanda’, followed by the regular awards ceremony, all are a spoof of life. The icing on the cake is ‘Come on Ab, shake a lil’, followed by the abso Tamil dance steps.

The other I have been seeing is the Aamir Khan ad for Monaco – Life Namkeen Banaiye, the one where he plays a prank on the serious team coach, by putting a sticker with scratches on a brand new vehicle. The humour wasn’t really good, in the same vein as this one earlier, but more importantly something else was lacking, and that brings us to the point of the post.

Usage of brand ambassadors. The first one worked for me primarily because the humour was good. More importantly, a lot of it was Abhishek laughing at his own expense, as well as the fraternity he is part of. And because its Abhishek, (and I’m a huge non fan), you end up having a good laugh, because while he’s always trying to be goofy, this time he succeeds. Great usage of a brand ambassador.

On the other hand, Aamir Khan. There was a time when this ad would have worked, exactly saat saal pehle, when ‘Dil Chahta Hain’ released. Aamir’s character was a riot, complete with exactly the Monaco kind of pranks, actually better. Maybe even later, after the release of RDB. But post the SRK-dog fiasco, and the constant baiting of co-stars including Salman, and the yet to be launched Harman Baweja, let’s just say the Aamir brand of humour (in case it exists) isn’t exactly popular.

I doubt if stars are taken only for the visibility. Usually there is also a dna fit with the brand or at least a characteristic of the star that the brand would like to exploit. If that is indeed true, then Monaco’s choice is a bit too salty.

Incidentally, what did you think of the new Reynolds ad, the one where they use Sachin’s one day and test avtaar colors to show the different pen characteristics? A bit labored, but a smart idea nevertheless, i thought.

until next time, mo rockr, mo na ko

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