Source: Daily News & Analysis
MUMBAI: The creative world of advertising is quite familiar with, and accustomed to imitations, spoofs and theft of ideas.
Examples galore will validate this, the biggest one being the cola wars. But here is something new — a Direct to Home (DTH) operator trying to ride on the popularity of a motorbike advertisement.
The first of its kinds, this new form of flattery, or humour, has left everyone open mouthed. The first ad, created by Ogilvy & Mather for Bajaj XCD showed two men on their bikes at a traffic signal, comparing their bikes on pricing and mileage. The catch being that the Bajaj product proves better at every comparison.
Latching on to the popularity of this conversation between a geeky fat man and a cute youngster is the new television commercial of Sun Direct, the south-based DTH service, which has just gone national.
Created by McCann Erikson, the ad features the same actors portraying the same characters — this time standing on their terraces and comparing the DTH services subscribed by each.
Abhijit Avasthi, executive creative director (South Asia), O&M, said, “Imitation is the best form of flattery. This simply shows that the original campaign has been ingrained in the consumer’s mind.” But even Avasthi has been left zapped by the fact that it is not a case of a spoof by a rival product in the same category. “This is the first time that a different category product is riding on the popularity of someone else’s concept.”
McCann officials weren’t available for comment.
We all are accustomed to spoofs such as those tried by Sprite on Pepsi. Similar humorous take was recently taken by Reliance’s Big TV on Airtel DTH advertisements. But cashing in on a previous concept’s success for a non-rival is the latest Smart Alec job from McCann.
Brand guru Harish Bijoor of Harish Bijoor Consults agrees. “It is not a spoof. The idea is to use a duo which could get a lot of attention due to previous exposure. It’s simple piggybacking, which makes it easier for a new brand to create awareness for itself.”
For Bajaj, the duo was used for three advertisements in different locations such as traffic light, basement parking and a showroom.
MUMBAI: The creative world of advertising is quite familiar with, and accustomed to imitations, spoofs and theft of ideas.
Examples galore will validate this, the biggest one being the cola wars. But here is something new — a Direct to Home (DTH) operator trying to ride on the popularity of a motorbike advertisement.
The first of its kinds, this new form of flattery, or humour, has left everyone open mouthed. The first ad, created by Ogilvy & Mather for Bajaj XCD showed two men on their bikes at a traffic signal, comparing their bikes on pricing and mileage. The catch being that the Bajaj product proves better at every comparison.
Latching on to the popularity of this conversation between a geeky fat man and a cute youngster is the new television commercial of Sun Direct, the south-based DTH service, which has just gone national.
Created by McCann Erikson, the ad features the same actors portraying the same characters — this time standing on their terraces and comparing the DTH services subscribed by each.
Abhijit Avasthi, executive creative director (South Asia), O&M, said, “Imitation is the best form of flattery. This simply shows that the original campaign has been ingrained in the consumer’s mind.” But even Avasthi has been left zapped by the fact that it is not a case of a spoof by a rival product in the same category. “This is the first time that a different category product is riding on the popularity of someone else’s concept.”
McCann officials weren’t available for comment.
We all are accustomed to spoofs such as those tried by Sprite on Pepsi. Similar humorous take was recently taken by Reliance’s Big TV on Airtel DTH advertisements. But cashing in on a previous concept’s success for a non-rival is the latest Smart Alec job from McCann.
Brand guru Harish Bijoor of Harish Bijoor Consults agrees. “It is not a spoof. The idea is to use a duo which could get a lot of attention due to previous exposure. It’s simple piggybacking, which makes it easier for a new brand to create awareness for itself.”
For Bajaj, the duo was used for three advertisements in different locations such as traffic light, basement parking and a showroom.
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