ONE MORE IDEA SIRJEE

4 months, 4 days, 7 hours and 11 minutes, wow!!! Fortunately I remember I do have a blog...After months of requests, threats and kicks, Dashboards back...blame it on me or “the recession-hit-MBA-syndrome” or “jus-got-a-job-i-better-slog” phenomena...I just couldn’t. But as they (God knows who) say good things always come back in life, can’t stay away from it!!!

So, I missed the zoo-zoos but almost all blogs covered it, I missed the IPL- big shit, I missed the branding of the political parties- crap- ultimately POP rules the game for them.

On a lazy Sunday morning, I get up! What better a breakfast than a slice of toast and Amul butter!!! Umm yea, I once was a calorie freak but if I can booze, damn the health alarm...

Swapping TV channels and eating the toast like I did when I was in Grade 1, I suddenly get an alarm in my head...Walk and Talk!!! Huh whats that! One more social streamer from Idea Cellular. This time Abhishek Bacchan plays the Secretary turned-Sarpanch turned-Principal turned-doc...and he gives gyan on staying fit while you talk on the phone!! Click here to see the 1 and half minute stunner by Lowe.



Although theres nothing unusual about the commercial considering IDEA’s history of social awareness campaigns it just the execution that makes it stand out from the earlier ones. Generally when social awareness comes in our mind, its the rural scene where a village girl gets educated or the clichéd communal harmony or exposure of sarkari babus..This time the brand has generated a social awareness campaign for the urban populous.

What makes it more interesting is that maybe its the first time some product which is totally unrelated to health has positioned itself on health platform! That is what Dashboard salutes and calls ‘Breakthrough Positioning’ wow- I feel like defining a new theory- Breakthrough Positioning is “Positioning your brand on a platform which is totally unrelated to your product attributes.” What this does to your brand- it leverages your brand to a level where your competitors can never have an answer to- simply coz it doesn't have anything to do with your ofering. Consider this- what can a Vodafone talk now (with or without zoo-zoos) about the health platform? Infact the best part of IDEA Cellular’s campaigns are that they are always generic in nature- they never talk explicitely about the brand. Textbooks might say venturing into such an act is a crime if you are not the market leader (Ref to case of Pepsodent failure) but then...what the hell – today’s new age of brand mantra is not restricted to any text book.

Let us spare a minute to see if actually the breakthrough campaigns done by Idea have actually worked in terms of sales and market share. Scanning through IDEA reports I found that IDEA had a subscriber base of 100 mn in late 2006. Early 2007 saw Abhishek Bacchan as the brand ambassador and the results of the social awareness campaign show that the base has just increased (currently 315 mn) exponentially. This means the campaigns have been effective. For telecom, the market is still dominant with the prepaid segment, which means along with campaigns - regular and effective revision of the offering boosts the subscriber base. There is a very low brand loyalty in this micro segment.

Are we done yet...neah how can any campaign be complete unless our critics bhais are heard. They haven’t disappointed us yet another time saying this might encourage people to use the cell phones when one shouldn’t. On a lighter note, click here for a spoof by some dude criticizing the idea of Waaak-ing and Taaaak-ing together because you waaaant be able to kaaancentrate on either of thaaaam. Yea right bro, maybe you need to get a life soon!!!Cheers!

NIMBooZ PAANI

Nimboooo Paani...well how many times have u been tempted to take a sip of this thirst super-quencher chilled Lime Juice which might come at Rs.3 or Rs.4 at any railway platform...Yea many! But then thanks to the awareness of hygiene and the habit of that smallest SMKU of mineral water that you've been hooked on to, you CANT have that Nimbu Pani..

Yups, Need Generated captured by no one but PEPSI CO.... Today,1st of March a similar incident happened with me....Dusty streets and scorching heat being at the 'worst best' I really felt like getting that lime n lemony delight... I was at a store which displayed a slew of PEPSI and COKE products squeezed to fit...As I was about to pick up LIMCA, I suddenly see a gray colored lime drink in a PET bottle waving to me from the PEPSI Fridge... Curious, I put back the LIMCA and pick up that 200 ml PET...Whooaa...NPL by PEPSI...

The name sounded weird first NIMBOOZ but then it has an instant connect with the nature of the product... I grab it and go to pay at the counter...Mr.Baniya struggles to find the MRP which shows that I was one of the first customers of this product... Standing below his fan (which felt like a hundred hair dryers tied up together) I sip the NIMBOOZ...hmmm typically lemony and has the same taste as the road side Nimbu Pani...moreover it does quench your thirst... Taking another sip I ask Mr.Baniyaa again, when was it brought, to which he says it was just about an hour ago...Wow I thought, that meant it was launched today...1st of March 2009.

Nimbooz, is an offering with real lemon juice, no fizz, and no artificial flavours..it comes in a pack same as TROPICANA's.From a press release I come to know that it is first launched in North and West followed by a national roll out subsequently. Nimbooz comes in three packaging formats of 200ml returnable glass bottles (RGB), 350ml PET and 200ml Tetra priced at Rs 10, Rs 15 and Rs 10, respectively. So why would someone buy the same Rs.3 thingy at 2-3 times the price?Well simply put, it comes from the house of PEPSI CO where quality is assured so you can drink real lemon juice which is assured of quality...

Browsing more, I came to know that PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360 degree marketing communication plan will revolve around building awareness through multi-city launches and road shows, comprehensive 3D activation, leveraging Out-of-Home (OOH) media, radio, press and outdoors. Complimenting the on-ground initiatives is the TV commercial that reflects Nimbooz’s ‘Ekdum Asli Indian’ proposition. The company will also undertake aggressive trial generation and sampling initiatives will also be taken forward across major cities of the country. A special ‘Nimbooz Highway Gadi’ has been created that will visit the four major highways connecting Delhi to Jaipur, Dehradun, Agra to drive trails and consumer education. “The proposition of the Indian refresher perfectly captures the mass appeal of this product and will certainly drive consumer connect,” said Alpana Titus, executive VP (flavours), PepsiCo India said.

Verdict, great product, right time to launch, summer is at the doorsteps and till May, there will be enough mileage that the brand will get...which will certainly result in the impulse buying sessions...Argue about the type of extension (since 7up moves out of the aerated category), but the logical fit is justified!!7 up has always existed with a Lime platform...so go on and try this product...

EX-TENSIONS

Apologies, apologies & more apologies!! I know dashboard has been out since a long time. Thanks to the recession and economic slowdown, I had to keep a keen watch on the placements at my BSchool. Now that the dirt is settled, DASHBOARD is back. Also would like to thank the avid followers of the blog. Although not of the magnitude of a PIL, I did get requests, threats and even blackmails from my friends and fellow bloggers to continue writing. Thanks and am sorry to disappoint you!
But if you have noted, in the past month or so, there haven’t been any path breaking marketing campaigns, repositioning or anything. Credit goes to the pessimistic sentiment of the market, most of the brands have delayed new product launches, ofcourse they wanna play safe!

Ok, but we can’t stop because of that right! So here I am, just sharing my views on extensions! The brand in discussion is SET WET by PARAS PHARMA. I’ll jot down the reasons why this is a peculiar example.

Before that, we all know about the 4 types of extensions. Ref: Fig
1. Brand Extension
2. Line Extension
3. Product Development
4. Multiple Branding

To brief about the brand, PARAS started the brand SET WET as a Hair Gel in 2005. The brand had an appeal in the growing market for hair gels. The urban youth liked the brand which showed raunchy campaigns where women went gaga over the jazzy hair-dos! The hair gel market was at a premature stage and the entry was logical with only a few players in it, namely Brylcream and a host of gray market gels.

Going by the website the customer profiling says: SET WET caters to men who want more than just the ordinary. What I could make out of the brand’s mission statement :- to meet the styling needs of the modern Indian man, to make every man very very sexy and to drive women wild!

Now, ofcourse PARAS leveraged on the equity of the brand name SET WET since they catered to the same segment of demography which used the Hair Gel! Pure case of BRAND EXTENSION. Like Dettol launched Dettol Soaps after the antiseptic liquid. One of the first articles I ever read about branding spoke volumes of choosing a right brand name keeping future extensions in mind. Well, just think of it. SET WET Deo. A Deo is supposed to work as an anti-perspiration and well...keep you dry (technically) and fresh. This is where you find a mismatch!

A pity really this is a dilemma brand managers faces in the long run, whether to leverage on the equity of an existing brand (BRAND EXTENSION) or give it a new brand name (NPD).

Well theoretically let us try matching this case with the four constructs of FIT for brand extensions:-
1. RELEVANCE: The extent to which the core brand attributes are relevant or important to the brand extension category.
The core brand attributes are of brand SET WET are APPEAL APPEAL and APPEAL. You have the same blondes (teacher, colleague, stranger) going crazy over the guy who comes with a deo. So there is a certain degree of relevance.

2. RECOGNITION: The extent to which consumers understand the reasoning as well as the logic of the brand extension.
This is one construct which looks weak. The extent of logical fit between the hair gel and deo is something that can only be explained because PARAS wanted to create an umbrella brand which catered to the men’s cosmetic category.

3. CREDIBILITY: The extent to which the core brand has attributes which are credible and acceptable to conduct and sell the brand extension.
The core brand did have certain credibility attached to it since the product inherently was good and did sell a lot because of the right timing of launch. So yes, there was credibility.

4. TRANSFER: The perceived ability of a brand to transfer their skills and experience to the brand extension.
The perceived ability of brand SET WET to transfer the appeal that it had created for hair gels to the deos was also prevailing. So it did transfer the skills of satisfying an urban male who could in turn satisfy a woman.

So my friends, theory claims to support the decision of a brand extension (3/4) thats upto 75% but then still there should be times that the parent company should trust the brand managers to recreate the magic they did with their earlier brands.

DISCLAIMER: THE ABOVE CONTENT COMES FROM THE GRAY CELLS OF AN ORDINARY GUY. PLEASE DONOT INCREASE OR DECREASE THE EQUITY OF THE BRAND BASED ON THE ABOVE!!! LOL ...COMMENTS WELCOME!!

PINCH OF NAMAK

12th March 1930. Most of us might not even remember the day. It was the first act of organized opposition to British rule When the Mahatma broke salt laws in Dandi at the conclusion of the march on April 6, it sparked large scale acts of civil disobedience against the British Raj salt laws by millions of Indians. Well, if not British Raj, this day might have surely inspired a lot of companies to venture into the most basic of all products. To begin with, I remember our eco faculty talking about price inelasticity of demand - Salt is a cheap but an essential good. As the price of salt increases, people do not tend decrease their consumption of salt. And possibly in the marketing sense of it, salt is one product which is mass product. Across segmentation the “customer needs” are the same. Talking of stats, did you know India is the third largest salt producing country in the world with an average annual production of about 148 lakh tones?
These days, there is a TVC run by NIRMA SHUDH NAMAK. Ahh remember that oversmart kid a few years ago, educating the baniyaa? “Shudh nahi samajhte kya?” A much better TVC this time, with positioning efforts not pretty evident. Lets dwell deeper into the case.
NIRMA- a name which is synonymous with the detergent offering, I still remember an hour long discussion in our branding lectures on why they should have used Multiple Branding strategy instead of Brand Extension. But thats another story. Now that the Brand managers at NIRMA decided to play it safe, they have NIRMA SHUDH NAMAK.
Lets see what they have done here. They have shown the raw vegetables in a salad running away from the bombardment of ordinary namak(I like using this word instead of salt). And when they jump out of the window, they see the same NIRMA girl emerging from the sunlight and the vegetables are happy again.
Come to think of it, a very naive campaign. Thanks to the brand managers at TATA Chem (TATA NAMAK), HUL (Annapurna Namak) etc using a bit of rationality in a low involvement product like salt by launching Line Extensions like TATA Salt Lite or the Annapurna Namak’s brilliant Iodised Positioning, the marketing efforts of NIRMA are very lousy. Why?
a. You don’t have a clear differentiation. Why should a habitual buyer of a TATA Salt go for your salt. TATA Salt also has refined free flow technology. What you are showing is grounded ordinary khara namak.
b. No rational factor – Is it good for my or my family’s health? If not is only daana daana ek samaan the reason for purchasing? Thanks but no thanks!

Also a humble request to the professors of BSchools to not glamorise this case by pointing out that the failure of this product is because of the name. I disagree, lack of value positioning is the key for any failure of this product. When NIRMA might have calculated the market size and thought of venturing into its only edible product, they should have totally got their product and positioning of the product correct.
A request to NIRMA, you created magic with your detergent kitty, one way of possible being an ambitious FMCG basket is by launching a few more SKUs in Food segment. Then the acceptability would also be evident. But for the time being, as my guru Jack Trout and Al Reis plead “DIFFERENTIATE OR DIE”

FAIR ENOUGH?

Kill me, curse me or arrest me. Dashboard was on a break for Diwali, and indeed a big one! Well after hogging like an abandoned kid from a third world country, I have accumulated the energy to write back. Also thanks to the regular followers of Dashboard who kicked me not for writing off late!

If you were to be an avid TV freak, there would be 2 vintage brands which have redefined their ad spends, surprisingly. Both were household cosmetic names for decades when the Indian women weren’t acquainted to the slew of variants that one can now see stocking on the shelves. Well, if you haven’t guessed it yet, I’m talking about Lacto Calamine and Vicco Turmeric. Let us first see the life cycles of the Lacto Calamine brand and then analyse if there could be better relaunch?


To begin with, Lacto Calamine was the name every upper middle household woman had in her kitty. Facing a stiff competition with Ponds & Lakme, the brand had a USP of also being the foundation base for makeup. We are talking about 70’s-80’s when the men felt using cosmetics was undoubtedly feminine, the reason not so trivial, the professions at that time were more industrious. Brands those days only spoke of POP (Points of Parity) which was obviously - fairness. LACTO CALAMINE shifted hands from a lot of parents- introduced by Duphar Interfran in 70’s to NPIL in 1996 or so. The brand currently comes under Piramal Healthcare, which has a host of OTCs and FMCG products. I’d only say one thing about the brand- I’m sad...because the brand deserved a makeover. The TVC(click here) although shows the model moving through a construction site, below the ever-shining sun, etc the brand is confusing the people. How, well here:-

1. The 20-30 TG in 1980s and 2000s are 2 varied psychographics in terms of options, awareness, perception and evaluations. Unlike the yesteryears, this TG today has a skin consultant at any local beauty parlour. With L’Oreal, Ponds, Lakme working on BTL activities and promoting products in local beauty parlours, Lacto Calamine has a long way to go.

2. The then users are now possibly using OLAY or Ponds Age Miracle. They don’t even have the referent power since the brand actually disappeared in between only to be back (without any bang)

3. Also, as I said earlier, you are saying a lot of things in those 30 seconds – anti pollution, protection from sun-rays, fairness...phew. This is confusing the TG. We are in the cosmetic world of specialising and not generalising, a world where oily skin and dry skins are having different lotions by the same company!

4. However, the worst of all setbacks is the lousy re-entry in packaging. How come you adopt a child and refuse to dress him/her properly? The packaging looks like 20 years old. With international brands redefining packaging in the cosmetic segment,
Lacto Calamine is looking like a vintage collection.

All in all, as a kid I used to see a paternal aunt use this product when it came in a glass bottle. But one request to Piramal Healthcare- If you are buying a brand, make sure you can afford its makeover too. Not that I’m a genius but here are a few things you could do :-
1. Define the positioning –Fairness is an age old tried and tested formula. For that matter of fact, you still have a vacant place in the FOUNDATION-BEFORE-MAKEUP category. How about telling the ladies, any makeup you wear, use Lacto Calamine for that ever-lasting beauty.

2. Launch atleast 2 more variants. India can’t think of winning Wimbledon just because you have Tendulkar with you (Ya I typed correctly...please read between the lines).

3. Packaging Packaging Packaging...The incentive for the urban woman to purchase your tiny-miny SKU deserves this investment friends.

4. A brand ambassador? Well maybe it could work. Dont kill me but think of Hema Malini recommending it to her 2 girls just like she recommends them the Kent Water purifier. The scene might say “The 2 girls are pestering Hema aunty asking her how she was the dream girl and she says that her friend in the journey was Lacto Calamine.” Might work right?

Dashboard Verdict- a legacy brand that Piramal have in their kitty, lest you waste it.
PS: Sorry Piramal HC for being harsh, but I can’t blindfold my thought process, what is wrong, is wrong...Hope to see some change!

OCTOBER SKY – THE SEQUEL

Waking up at 8 am on a Tuesday morning, I sip my morning cuppa tea and rub my eyes to see NDTV only to know that a big (self proclaimed) politician is arrested and a convoy is getting him to Mumbai. Here, arsons and broken cabs welcome him. The city of dreams is getting disturbed and the unemployed are doing some bit of work. The God in me wakes up and goes to the magical terrace where I last saw the silver lining. Sitting on the water tank I scan through the neighbourhood. Silence prevails almost everywhere. Suddenly I see a few mortals. They bash up the same panwaala who had been servicing their lungs since a coupla years! Wow I said. Gazing more toward the east I saw the newest mall in the area which sadly had a broken glass. The store manager was instructing the minions to shut the doors. Well I really didn’t have much to do. Thanks to the adventures happening in my town, I had to miss an interview. So I thought of taking a walk around and well...think!!

The lazy bum walks outta home. I was greeted by my dear gurkha who tried saying something (possibly in Hindi) to me which I didn’t understand (like always). His eyes were relatively bigger than usual. “Ahh warning” I thought and patted his back requesting him not to tell my mom I was out! As I step out of my complex, I saw a group of men who weren’t familiar. By their look I realised even I wasn’t familiar to them! Thanks to my attire and my “I’m-so-lazy-to-shave” look, they understood I wasn’t disrespecting them to go to work. I walk and walk, through the same streets that I had for years together! The streets look deserted. I suddenly see an array of Bajaj Pulsars. It had men...of different ages and shapes, front was a guy who was as slim as Kangna Ranaut. Also was a guy in the mid 40s who, well who looked like Kanagna’s grandfather!! I smiled, well, there are only a few times STP goes for a toss right!

Out of nowhere a cop came and stood next to me. He looked at me from top to bottom, I think 3 times. The fourth time he looked at my tee and was trying to read it, I guess. I was wearing a Tantra Shirt which said “Mera India Mahaan”. Was it wrong...I thought! The middle aged cop shook his head and asked me to return home. I guess he said to himself “Its time to rephrase the line”. Well thanks to my mom I had seen a lot of tele-soaps and trusted my visual interpretation exercises! But still the look on the face of the cop was weird. I was tempted to speak to him but since he looked a bit worked up, I went ahead.

As I yawned once again, not finding anything interesting, I found a chai tapri open. There were a group of men sitting there and they stared violently at me as I entered. “Chai” I said and the guys looked really annoyed as if I asked them to make it for me. I guess God has given us all a weapon called smile. As a kid, I used it in school when my teachers were pissed off with me. I chose to do the same. As I was about to, something better came to rescue. The Black & White BPL TV screamed that India had won the Mohali Test match. I grabbed my tea and stood next to the same guy, surprisingly even he could smile. We discussed how it was an all round performance. I sipped the tea and the God in me told me to dare to speak, but my mortality warned me to remain mum. I saw the screen as Dhoni, Tendulkar, Zaheer, Ishaan, Ganguly, Dravid, Shewag, Mishra were all dancing out of joy. Did they think which state they belonged to- I thought. My mortal-brother who was furious a while ago said “Great show! India is great. They screwed the Australians”. “Yaa ofcourse”, I said. He was my age and I’m sure he also wished that it wasn’t tea but vodka in our hands. But unfortunately even the wine shops were shut. Sipping tea, we sat, still elated with the India win. I somehow dared to speak. Let me be honest. I’m no superman- I was scared. “India is great”, I said. “Why Australians, we can even screw Indians”. Sometimes you say things which are not supposed to be said, just thought. I don’t know what disease you call it, but I have it in me. My very good friend, Vikram calls it keeda- you know. So I did this keeda and the guy asked me to repeat what I said. I said nothing and now did what I used to do in school- smile. Obviously it didn’t work.

I got up to leave but he asked (rather ordered) me to sit back. “2 chai”, he yelled.

“You know everyone is not as lucky as you”. Lucky and me- sure, I thought.

“Why do you think so”,I said as one of the minion got us tea.

“Look at this young fellow”, he pointed to the kid. “You think he can ever go to a convent like you.”

I scanned the minion like the cop scanned me a while ago. He was wearing an oversized, brownish, once white for sure, tee which read “I love NYC”.Ofcourse li'l Johny didn't know of Sub-prime crisis- I smiled

“Who is to be blamed for this- you, me or the ones on the streets.”

“Thats the problem with YOU guys” he sipped his tea and said, “You don’t want to be held accountable for anything”

His “YOU” made me feel a bit outlandish. I was a part of this town right from the time I made my first friend, held my first book and well since ever.

“There are just 30 lakh of us in Mumbai, out of a crore of junta. You guys take away our jobs”. His eyebrows curved as serious as they could get.

“Brother, you first said luck, then you blamed it on others. What is it that we are doing? I mean, has anyone hurt you in any ways? Or stopped you from studying?”

“Yes, our bad luck has stopped us from studying. Thanks to you guys who took our seats in good schools”

The “YOU” was getting a bit heavy to handle and I requested him to stop it. He seemed to be least interested in a fight with a lazy bum and agreed.

“Really”, he said as he took his last sip.”This had to happen someday. Else no one would understand us ever”

As I kept my empty glass on the broken table, I said “You know what. The problem is not you or me. The problem is our impressionable mind. Our mind wants to hear what it really wants to. The reality is we all are afraid. Afraid to sacrifice. All of us, right from the generation which brought independence to India. The problem with “us” Indians is we expect external factors to gift us with our wishes.” Somehow I was satisfied by stressing the “US” word. It basically showed our lines of argument.

I continued “The real problem with India is that to actually be competitive, we need ONE generation to sacrifice and only slog. And till now, none of the ‘whole generation’ is ready to do that. Then when things around us don’t happen as we like, we throw the blame on others and chicken out saying- Hey its not my fault”
He raised his finger and was about to say something. But suddenly we heard a window break and police siren. He walked out but looked back. I know he wanted to say something. I knew what. I just nodded and showed him a thumbs up- a gesture to show that no one was right or wrong- its just how one thinks. The problem is when we try to enforce our thoughts on others around us. The tapri-guy said “Vaibhav dada ke account mein”. Possibly Vaibhav was his name or it was the name of his mentor. Who knows?

I last saw him get on his bike with 2 more of his friends behind him. A small wheelie and off they go. Free chai, I thought. While leaving, I saw the tiny one who was cleaning the table. I bent down and asked him his name. With a pouring left-nose, “Chotu” he said. I wish God sometime gives ‘Chotu’ a name. I wish he goes to school and someday won’t go out to fight. Afterall Chotu himself didn’t know about his existence- let alone his religion and community!

Some discussions better not happen!

DREAM RUN !!!

Dreams are not what you see while sleeping, dreams are what don’t let you sleep. Reality of life, well this one liner gives you a minute of sensation if not anything. But it really gives brand managers across segments a chance to relate their brands to something known as an emotional intelligence. A recent attempt for one such emotional connect of following your heart and fulfil your dream was by India’s fastest growing mobile service provider TATA Indicom.

Tata Indicom, announced it’s newly launched Brand Positioning “Suno Dil Ki Awaaz”. The new brand communication is focused on Emerging India and ‘empowering people to listen to their hearts and follow it. The campaign which spins around the emotional quotient is perfectly crafted to ensure that people believe in the brand – Tata Indicom.

Brand managers these days are using unconventional strategies and a contemporary attempt being this one. The first TVC shows a young athlete running through a country side when she gets a call from her coach who asks her to come to the city for preliminary rounds of selection process. Well, this was launched sometime close to the Olympics when the whole of India was acquainted with history called Bindra and started believing in the fact that India is more than the Bombays and Delhis. So far so good. But then came the part 2 of the TVC which shows the girl reaching the city (possibly Chennai) where her same coach guides her to come to the stadium. Great! It stirs you up, the voice over strikes a chord and the brand manager’s desired ‘emotional intelligence’ mission is achieved. Well, for once you might say that the fairy-tale episode looks like a take away from the Saif-Priyanka Ponds campaign but theres something which makes it a unique campaign. Analyze this.

At one end you are creating a hypothetical situation about the small-town-fairy tale gal who wants to make it big in life. She does this by ‘suno dil (tata indicom) ki awaaz’. At the other end, they have roped in a celeb-rella from different areas who’ve chased their dreams. The likes of which are Karan Johar(Director) , Lalit Modi (IPL brainer), Himesh Reshamiya (producer-composer-singer-actor-and many more!!), Prachi Desai (Rock on fame) till now. Wow! I don’t know what text-books call such a dual positioning but I’d say its a multi-level positioning. What you do as a brand is tell people to believe in their dreams. And if they don’t believe you, bang them with realtime success stories. One way or the other they ought to believe in you (read your brand).

My verdict-
1. Great attempt but somehow in today’s scenario, if it ultimately doesn’t boil down to sales, its a futile attempt. So keep a check on your ad-spends and don’t just run TVCs like crazy. I mean why do you wanna reinforce the same statements by different brand ambassadors?
2. Another reality check is, if you sill wanna go with it. Make sure that the TG can associate to the ambassadors. Eg: don’t show Himesh’s TVC between cricket matches- show Lalit Modi’s and show Prachi Desai’s bit in between the saas-bahu shows.
As a case, a good attempt on cashing on Emotional Intelligence!!!

Ref:
Press Release