HEADLINE: Style damdaar, asar Shaandar
4Ps TAKE: A piece of advice: please come out with something macho, it’s a bike’s ad for Christ’s sake. The storyboard is senseless that does no good to the brand. A cop chasing a dacoit with his men insists on the strength of his thumb. Now how smart is that? A sure-shot put-off for the bikers of today. The visual is of poor quality (unlike the previous quality ads of TVS). The focus is on the pricing of the two-wheeler that suits the pockets of the Indian bikers. The theme is raw probably not meted with the right execution by the makers of the ad and the storyboard seems to have been approved without even taking a glance at it. The communication is no-gooder with the cop – the head of the group saying ‘jab angootha damdaar tab laat marna bekaar.’ Other than the USP (TVS Star City’s attractive price), there is nothing that the ad can boast about. May be the test ride might tempt us to say, Style damdaar, asar shaandar but the ad does nothing to impress us.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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