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Headline: Five-years Savings Account
Baseline: With Back-up from Inverter. And Pack-up for GENERATOR!
4ps Take: At first glance, you suddenly think that this is a bank ad: that too a bank ad busy promoting a five-year savings deposit scheme or something like that! But no, that’s not what this is! Take a closer look, and you realize that this is an attempt to lure and convert the target audience into potential buyers of Su-Kam inverters. Now isn’t that a little lame? Playing along with words might be considered an art in advertising but the use of words such as Back-up and Pack-up isn’t very convincing here. To be fair, the concept of ‘promising more and delivering less’ is rightly projected in this ad, but the visual is a howler, and shows no sign of highlighting effectively how Su-Kam inverters can create a long-lasting impact in the consumer’s mind which would lead to them purchasing the product. Pack up time for Su-Kam!
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Source : IIPM Editorial, 2007
An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative