Consumers do not want to get overloaded with a number of advertisements, but then how do companies present their products to the consumers? Well, I have mentioned a way earlier, that is, subliminal advertising. This is not is new concept, though its usage isn’t very rampant.
Coca-Cola India has come up with an entirely new concept with their new Limca advertisement, featuring Sushma Reddy. It‘s a very different sequence compared to any other commercial. It is very direct and really enthralling.
As the competition is very high in the market of carbonated drinks or the entire beverage market, brand recall is the key. The advertisement fulfills the basic essence of a marketing communication, that is, it communicates the product features, its benefits. The marketers have kept the advertisement quite simple, easily comprehendible. The major attraction is communication of intended message through a song, which people could relate to because of its relevance to today’s hectic work life. It may be an experiment, but I feel that marketers have brought out this concept after researching on human psychology to remember and recall a song, which is closer to their life.
I think they have put forth an entirely different form of marketing communication, which has got great reviews in terms of concept and presentation.
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3 comments:
Limca
I would phrase the Limca’s new initiative as an entertainer rather than a commercial. Limca is using the platform of 'fresh romance' to connect to the young working professionals choosing a route apart from the mundane, but is such a heavy spend justifiable, this is the first question comes to my mind whenever I see this entertainer; according me this one is not meant to boost sales or show a sharp rise in the brand equity scores in short run.
This one will work for Limca in the long run, by building a emotional connect with primary target group therefore resulting in high brand recall and brand equity, but to have the spillover effect of this idea Limca has to run similar campaigns frequently, adding more spice and life to the campaign and taking the idea to next level every time. Limca has cracked the code very well now taking the idea forward in the long run is important and crucial for the success of the brand.
Well, the huge expenditure on ad was the first thing that gauged my attention.Generally,we have 30 second ads,but this is a 2 minutes sequence.
Anyways, the aim behind this concept as well as expenditure is as I have already said is brand recall.I think, to a great extent, they marketers are successful, and ROI would be really high in the near future.
Regards,
Lavika
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