Before I begin, let me say one thing. I love advertising. Being a marketer myself I am pretty much a sucker for advertising, its almost like a misplaced comradeship; “If I don’t fall for this ad, who will fall for mine!’ So for me it's like a moral obligation to try out any new product which has a great advertisement (as long as it doesn't make a huge dent in my pocket).
Something similar happened when I saw Minute Maid’s ad for its newly launched lemonade. Well shot visuals captured the days of youth when your mom made freshly squeezed nimboo pani after you returned from your neighborhood sojourns. Ahh…I was transported back to an imaginary childhood where I was a boy, playing cricket in the neighbour hood field relishing the nimboo pani my mom so lovingly made for me. (Of course the fact is that I am a girl and have never been too great at sports! But so was the impact of this ad). That was that, next day I was at Dadar station sweating in the ticket line when suddenly my eyes fell on MM’s Lemonade and I made a spring for it (not before reserving my place in the line of course!).
Well, I am sure you can all imagine what happened next. I discovered to my great anguish that this is not the nimboo pani my mom used to make after I came back from my imaginary games in the imaginary neighborhood, but lemon concentrate mixed with ‘natural’ flavours and some other stuff like calcium and vitamin c, sugar, etc.
Suddenly the picture of the sunny field and the fresh nimboo pani and ‘maa ka pyaar’ all disappear from in front of my eyes only to be replaced by a factory worker adding capfuls of lemon concentrate & a few pills of vit C and calcium followed by loads of sugar to water. (ok I am sure that’s not how they do it…but u get the point) I was disappointed to say the least and not because I didn’t like the drink. They probably had a customer in me if they had not tried to mislead! But the fact is I hate them for having got me!
Btw…the next product I plan to try is ‘smart chips’!
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7 comments:
It is the best packaged nimbu pani available in the market, btw
It doesn't have any added Sugar i think, though am not sure.
Nimbooz and others suck big time, imo
@Ozzie - I think it does.
@Ni - Mercedes ki ad dekhne ke baad bula lena for the test drive :D
haha :) Nice read. I can relate to what you are saying. I dont know about Smart chips but the Hippos are BAD!
Nothing comes even close to home made lemonade in the Chennai heat though
Well put.
FMCG advertising _is_ most of the times over the top.
If it has class, you play along. Else, you criticize I guess
Smart Chips is cheap stuff.
@Kida goes well with vodka though :-"
@ashwin: don't kid yourself..no sugar! HAHAHAHA. Btw..don't ever believe in 'fresh orange juice' - not even MM's pulpy orange...they are all made from concentrate.
@kida: i havent seen any merc ads...(they sure got their TG correct!)
@manish: i agree...but i know ppl who still buy hippos over chips thinking they are healthy...the fact is u can take all the unhealthy ingrediants like flour, sugar, fat sugar, etc. and still make a baked product, doesn't make it any less fattening.
Hey Niharika, I can't agree more. The guys marketed something else and were selling something else altogether.
Good advertising can actually be a negative if it doesn't match the product offered, is what I learnt. They built the expectations so high that the product failed itself.
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