Forget me, tell me about your product
The flu keeps me home. A post afternoon nap has me tuning into what Alphy's watching on TV. She tells me the series is titled '7th Heaven'.
I learn that this 1996 series is clean, wholesome family fun. I mean, the series is about the Camden family; how the minister father and stay-at-home mother deal with the drama of having seven children, ranging from toddlers to adults with families of their own. The friends, neighbors, and love interests of the various members of the family weigh heavily on the plot of the series which seeks to address real-life issues.
What's great about the show is the lack of any cursing, cussing or stuff that's perceived in today's world as 'cool'. The content too addresses issues families face in real life. This could partly be due to the fact that its a 1996 series. But then, what a refreshing change from what's nowadays on TV.
Brings me to a Marketing point. Most communique material from brands today seem to glorify the consumer self. I've already noted campaigns that talk about the consumer 'me', and the skepticism that follows. Just today, again, I get this print Ad that calls me to action. Apparel brand Provogue features a macho looking Hrithik Roshan on a full page with the copy, 'Be the Courage, Be the Change'. And I think, what's new?
What would be refreshing is to have a brand tell me its great quality at great prices and then deliver it to me. I mean, really do that. For apparel brands, would that be smart strategy? I believe so, especially if its the mass consumer it has on its radar. Sure, the copy can convey value for money in a creative manner to arrest attention. But in the end, its about a quality product, nice experience at the store and a good price.
Tell you what, that's all that matters.
i.e hrithik to create image and copy for information.
provogue is a mass brand for you
but,premium brand for lower middle class
so for lower middle class the copy message is absolutely right.
Sure...brands should be delivering relevant message(s) but what is more important is that they deliver great experiences (quality product, etc).
Moreover, they should be aiming to WOW consumers so they buy again and tell their friends
but value for money copy in a creative manner will definitely spoil the objective of ad.
and objective of ad is clear i e to build an image ie 'cool'.
that's why they took hrithik roshan for the ad.