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Meethamoments .. Just another Micro Site
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A new TV commercial was launched for Cadbury Dairy Milk (CDM). This ad is seen riding on the wave of popularity of “Pappu” and “Miss Palampur” campaigns, the new commercial seeks to extend and broaden the “kuch meetha ho jaaye” The campaign kick-started with a teaser in the first week of June 2007, the commercial invited the viewers to visit the Micro site to guess what happens next.
This micro sites look like an edition to the new trend of micro sites for Fmcg’s online. The website claims that “Over the 10 days between the launch of the teaser campaign and the reveal campaign, over 17,000 visitors have registered on the website and entered a competition to preview the continuation TV commercial before its launch in the channels. The registered users were invited to a special micro site to view the commercial along with the permission to invite two more friends, hence engaging with its consumers even before the new commercial launch.”
There has been an increasing trend of Micro sites lately; we earlier covered this trend here . This website has interaction in the form of Meetha Pranks, and Bol Bachan. It has an interesting mobile feature called mobisodes, which can be directly downloaded to ones mobile. Mr Bachan is stamped all over this Micro site. Over all it is not extremely appealing, but im guessing it will pull crowd due to Mr Bachans appeal.
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This story was published last year dude..
http://www.watblog.com/index.php?content=detail&id=27
I think this just reinstates the fact how online media is being used and reused as an engagement tool to support offline mass media campaign.. the very fact this this microsite has survived a year is proof thats its bringing the positive results for the brand.
GangOfGirls had a reason to it..I do not see this as anything fantastic..Chocolates come under the impulse category; which means you are going to buy it at the point of buying…Such sites are meant to establish a loyalty..I dont see a need for this..Cadbury is already the most preferred chocolate brand..they should rather concentrate on creating more reasons to buy - the kuch meetha ho jaaye was a nice campaign., this one is not..
Celebrities must be banned from appearing in commercials., They are the sole cause for the increased product price.
@ Sarathy: Though Celebrities Drive product prices high, they also do drive high sales:))
Priya, You Are right,
For an advertisement to reach the public effectively, It needs a Brand recall. For this brand recall, Some companies approached celebrities to act in their product ads.
Lol, nowadays, i see these celebrities in almost all the ads like jokers.
In the past, when one sees Kapil dev, Boost ads strikes, When one sees boost , they immediately think of kapil dev.,
But now, No product comes to my mind when i think of Asin, Or trisha or amitabh or Sharukh khan or Vijay, So whatz the use in paying these actors/sportsman for an ad. So the brand recall value fails in here, so the money that is paid to them is of no use and indirectly a customer pays for the product.
But alternatively, If i see a dog, a hutch ad may come to our mind (when asked , what ad comes to your mind showing a dog picture), there is no celebrrity involved but creativity,
Replace celebrity with creativity or Make one celebrity endorse Only one product (any product but only one)
@Prasath : Yes i agree that creativity should well be the focus rather than a celebrity. But to ask Celebrities to endorse only one brand is as good as asking a dog to bark only once in an entire day. Yes what can be done in retrospect is that advertising agencies need to get smarter. As you very relevantly pointed out a great example the hutch dog (might I add, that ad drove the prices of the breed “pug” sky high). While the Lux ad that tried using Shahrukh was (diplomatically put) not apt.
Thanks those were some Great insights, I absolutely agree with the loss of brand value due to increase of celebrities endorsing every brand that comes their way.
:))