Television advertising campaign Toothpaste
Abstract
Advertising, it has been conjectured in prior literature, shapes consumer preferences in
multiple ways. Now-a-days advertising is an effective medium to communicate and persuade
the people to buy a product. Today, advertising is a multi-billion industry, employing
hundreds of thousands of people and affecting billions of peoples lives worldwide. Yet,
seeing as advertising clutter has increased tremendously and is more intense than ever, it is
vital that companies differentiate themselves from competitors by creating even more
powerful, entertaining and innovative advertisement messages, as well as sponsoring
different events. This paper aims to discuss the significance of television advertising
campaign and successful television advertising campaign for toothpaste in India.
Introduction
A television advertisement or television commercial is a span of television programming
produced and paid for by an organisation that conveys a message. Advertisement revenue
provides a significant portion of the funding for most privately owned television networks.
The vast majority of television advertisements today consist of brief advertising spots,
ranging in length from a few seconds to several minutes. Advertisements of this sort have
been used to sell every product imaginable over the years, from household products to goods
and services, to political campaigns.
Many television advertisements feature catchy jingles (songs or melodies) or catchy-phrases
that generate sustained appeal, which may remain in the minds of television viewers long
after the span of the advertising campaign. Some of these ad jingles or catchy-phrases may
take on lives of their own, spawning gags or riffs that may appear in other forms of media,
such as comedy movies or television variety shows, or in written media, such as
magazine comics or literature. These long-lasting advertising elements may therefore be said
to have taken a place in the pop culture history of the demographic to which they have
appeared.
Advertising agencies often use humour as a tool in their creative marketing campaigns. In
fact, many psychological studies tried to demonstrate the effect of humour and indicate the
way to empower advertising persuasion. Advertising agencies often use humour as a tool in
their creative marketing campaigns. In fact, many psychological studies tried to demonstrate
the effect of humour and indicate the way to empower advertising persuasion.
Despite the popularity of some advertisements, many consider them to be an annoyance for a
number of reasons. The main reason may be that the sound volume of advertisements tends to
be higher (and in some cases much higher) than that of regular programming. The increasing
number of advertisements, as well as overplaying of the same advertisement is secondary
annoyance factors. A third might be the increasing ability to advertise on television,
prompting ad campaigns by everyone from cell-phone companies and fast food restaurants to
local businesses and small businesses.
From a cognitive standpoint, the core reason people find advertisements annoying is that the
advertisements offer is not of interest at that moment, or the presentation is unclear.
A typical viewer has seen enough advertisements to anticipate that most advertisements will
be bothersome, prompting the viewer to be mercilessly selective in their viewing. Conversely,
if an advertisement strikes a chord with the viewer (such as an ad for debt relief shown to a
viewer who has received a late notice in the mail), or has entertainment value beyond the
basic message, then viewers tend to stay with the advertisement, perhaps even looking
forward to viewing it again.
Advertising campaign-Toothpaste
1. Colgate active salt toothpaste ad campaign
Colgate is a household name in India, with one out of two customers using Colgate
toothpaste. Consistently superior quality and value for money ,resulting from advanced
technology inputs, have enabled Colgate to maintain its undisputed leadership and emerge as
Indias number one toothpaste brand across all categories for eight out of nine years since
[Link] have become complicated today.
Few decades back, when you asked for toothpaste in your local grocery shop, the grocer
handed you Colgate. It was the most trusted brand in toothpastes and you trusted both the
respectable dentist who recommended it to you in the advertisement as well as the white
colour and standard flavour that it had. Today when you come to the section of toothpastes in
your local supermarket you have at least 10 brands with 30 odd products selling you different
benefits, one is for teeth whitening, other for strengthening the gums, while one promises you
fresh breath that attracts the opposite sex. Coalgate is dominating in the market still now
because of first mover advantage, brand varieties and strong advertising campaign. One of
the attractive advertising campaigns is Reporter AD for Colgate Active salt toothpaste.
Lara Dutta is endorsing Colgate Active Salt toothpaste, for which a new ad campaign was
shot featuring the sizzling actress in a reporter's role. The brand has featured likes of Sandhya
Mridul and Koel Puri in the past. The brand's advertising has been using the 'Interruption'
campaign idea for many years now. The brand team wanted to refresh this format, and make
the Interruption more engaging and eye catching for the viewer. It was therefore decided to
shoot and air the Check Out counter film, which shows her dramatic transformation from a
checkout counter girl to a reporter, taking the viewer by surprise. To build brand salience and
recall, Colgate signed on Lara Dutta to play the reporter in this commercial. Lara's
personality and screen presence brings a lot more impact to the reporter.
In this Ad Colgate reporters entering our private spaces (read- bathrooms) handing us their
microphones and asking us kya aapke toothpaste mein namak hai?. The poor guys in the
ads, who are as clueless about it as we are, reply in negative. The ladies then talk in the ad
about the benefits of salt in your toothpaste and move on. We ask dentists whether
toothpastes with salt make such a difference and if they did why didnt we have them before.
2. Pepsodent advertising Campaign
Ever since the launch in 1993, Pepsodent has been trying hard to break into the stronghold of
Colgate in the Rs 3000 crore Indian Oral Care market. Despite being a powerful brand with
the powerful backing of HUL, Pepsodent is still hovering at around 13 % market share
compared to around 52% share of Colgate.
Pepsodent so far has been very consistent with its positioning and differentiation. Although
the brand started its journey positioning on Mouth Wash proposition, it quickly identified the
flaw in taking that stance. Soon the brand began to take the position of germ killing
toothpaste. It had stuck to the positioning ever since.
The most memorable campaign of Pepsodent so far was the Dishoom Dishoom campaign
which catapulted the brand to the position of a worthy competitor of Colgate. HUL has been
tweaking the germicheck advantage using various campaigns all these [Link] brand also
had its range of variants like Pepsodent Complete and also Pepsodent Whitening.
The recent campaigns of Pepsodent were centred on interesting conversations among kids
and also between Mother and Child.
The brand had earlier tried to attack Colgate directly through ads which highlighted the claim
that Pepsodent fights 10 tooth problems compared to competitors. The other campaign
highlighted the common fear of mother about her child's dental health.
In 2010, the brand had made a significant investment in bringing Shah Rukh Khan as the
brand ambassador for Pepsodent. The brand is running two TVC featuring SRK
The campaign revolves around the theme of interaction between a Father and Son ( Papa and
Pappu) . SRK as father convincing his son about the importance of brushing the teeth with
Pepsodent. The ads are quite nicely made.
The question is whether a celebrity like SRK wills ad any significant value to the brand as
such. SRK is a very powerful celebrity and the impact of such a powerful celebrity
endorsement cannot be discounted. Especially kids will be very much influenced by this
endorsement and a probable pester-power can spike the sales of the brand in the short-term.
But whether SRK will help the brand scale the next level is debatable. The presence of SRK
only makes the campaign more interesting other than that there is nothing significant either in
the message or in execution. The impact of SRK 'e endorsements will be more at the store
level if HUL is able to use SRK at the POP and store-level promotions.
Despite having a differentiating factor like Germ Killing Property " it is interesting to note
that Pepsodent was not able to pose a significant threat to Colgate but Pepsodent has
established a Point of Difference, it has not been able to establish Points of Parity with
Colgate. Colgate still has a strong acceptance as toothpaste that prevents tooth decay and
Pepsodent so far has not been able to establish itself in that attribute.
Pepsodent will do well if it could use SRK to establish Points of Parity with Colgate rather
than trying to reinforce the already strong Germ check Point of Difference.
3. Close-up advertising campaign
Close-up, a HLL product is the original youth brand in India the first brand targeting youth
in the oral care market. Ever since its launch in 1975, Close-up has broken every rule in the
book on how toothpastes should behave. The interesting campaign of Close up fresh energy
gel is explained by storytelling technique. The campaign story is explained below.
Feeling fresh and energetic after
brushing his teeth a man gives a bright
shining smile to himself.
The secret behind his brilliant white smile
turns out to be Close-up toothpaste.
Delighted with life, he comes out of his Walking past a group of girls he dazzles
house and jumps and skips along the
them with his refreshing close-up smile.
way.
A girl sitting in a restaurant waves to
someone, when our merry friend comes
along bouncing and skipping.
Jingle:"Kya aap Close-up karte hain?"
Standing across the road a hunk replies to
the girl's wave with a flying kiss while
the jingle continues, "Ya duniya se darte
hain?"
But on receiving the kiss the girl spurns However, our hero catches the kiss on
it, repulsed by it's foul
time and blows it once more at her.
smell.
Jingle: "Aur penalty bharte hain?"
The Close-up fresh breath of our
happy-go-lucky friend completely
blows away the pretty lady.
Totally puzzled, the hunk looks on while
the jingle suggests a solution,
"Aap Close-up kyon nahin karte hain?"
Seeing a girl walking down the
sidewalk someone places a banana peel
on her path. Jingle: "Ulti seedhi chalte
hain."
While the culprit waits for his prey to fall,
our Close-up guy too, comes down the
same way skipping and swinging in his
characteristic style.
Ruining the plans of the stud, our
Seeing his whole plan fall apart
cheery bouncy friend goes and slips on the stud curses our hero, while
the peel, in time to be caught by the cute the jingle questions, "
lady.
Caanfidence se jalte hain?."
While the Close-up fresh breath
envelops the couple the jingle once
again asks, "Aap Close-up kyon nahin
karte hain?" MVO: "Safed Daant, taaza
sansein, Close-up confidence."
The next day too, energised with
his Close-up fresh breath, he
walks down the road charming
the women on the way. Jingle:
" Aap chalein to baat bane."
Close-up -Kiss-O-meter Advertising campaign
For competing with Colgate the kiss-O-meted ad campaign was introduced by [Link] has
conceptualized in this Kiss-o-meter ad campaign for Unilevers toothpaste brand - Close Up.
The TVC takes forward the confidence idea that Close Up has been imparting in its
communication. Paul Grubb and Ruchi Sharma created the worldwide kiss-o-meter film.
The TVC features the 'Kiss-O-Meter Challenge', where in a man is shown handing a red rose
to a lady. The lady accepts the rose, which makes the man sigh. His bad breath causes the
rose to die. The voiceover then says Is your breath that bad?. The lady then goes to another
man who revives the rose with his fresh breath. The voice over then urges people to take the
Kiss-O-Meter Challenge.
Srinandan Sundaram category head,Oral care,HUL said, Close Up historically has stood for
freshness and fresh breath. The historical communications have been on the platform of
providing people the confidence to approach each other. The thought was to take the
communication and make it relevant to this age. This campaign dramatizes the proposition
keeping the Indian cultural context in perspective. Bad breath is the most noticeable put-off
when approaching someone." Explaining more about the challenge, he added, "People would
want to have fresh breath and would like to check if this is indeed so. The challenge provides
one a mechanism to test one's breath in a fun and interesting manner.
Anchor toothpaste advertising
Anchor Health and Beauty Care Pvt. Ltd., a FMCG company, provides oral and personal care
products. Its products include white toothpaste, gel, toothbrushes, tooth powders, and soaps.
Anchor Health and Beauty Care Pvt. Ltd. provides its products through distributors and retail
outlets. The company was incorporated in Mumbai, India (1992).Anchor Health and Beauty
Care Pvt. Ltd. is a subsidiary of Anchor Group. For competing with international players the
Anchor also introduced attractive advertising campaign for its toothpaste.
Anchor Toothpaste rolls out a new one, with the tagline 'Daant fit toh life
fit' at its core. The campaign will serve to up Anchor's imagery and
establish the brand in the 'life' space
After its campaign a couple of years ago, which strategically established the brand as the 100
percent vegetarian toothpaste, Anchor now rolls out a new ad campaign with a slightly
different agenda.
The campaign provides consumers with a relatable benefit, namely the proposition that one's
life is a whole lot more convenient and enjoyable, if one's teeth are taken care of. The tagline
for the campaign is 'Daant fit toh life fit'. Evidently, it emphasises the benefits of having good
teeth in the context of one's overall life.
The brand's one more campaign campaign had featured a TVC, wherein the brand
ambassador, actor Kajol, was seen persuading mothers to switch to Anchor for the benefit of
their children. Sashi Nair, president, Anchor Health and Beauty Care said Our TG has never
been children alone. Toothpaste as a product is bought for the family; so our TG remains 'the
family'."
The current campaign is an effort to position the brand in a manner that keeps up with the
times, and simultaneously, brings some excitement into the toothpaste category. The
campaign has tapped into relatable life situations, in order to communicate the brand's
message that life as a whole would be better if one's teeth are fit.
The recently released TVC begins with the visual of an enthusiastic, young, newly-wed
woman, making a messy, albeit genuine attempt at baking a cake for her husband. Just as she
winds up the exercise, her husband comes home. The cake turns out to be rock-hard, but
before she can warn her husband about it, he has already taken the first bite. Surprisingly, he
bites into it with ease and gives her an appreciative nod for her efforts. The film, which uses
exaggeration as a storytelling tactic, has been directed by Prasoon Pandey.
Abhijit Avasthi, national creative director, Ogilvy India, said, "The imagery used in the TVC
is modern and has a Bollywood feel to it. It thus does not alienate anyone. The city-slicker
will buy into it, as will the small-town consumer. He goes on to explain that while other
toothpaste brands have defined themselves in their own distinct spaces -- Colgate with a
doctor in its ad films, Pepsodent by its 'germ-killing', and Close Up stressing on fresh breath
that facilitates intimacy -- Anchor is looking for a positioning that goes beyond 'strong teeth'.
While this TVC draws on the dimension of strength, leading to the end benefit of a happy
life; the other elements of this campaign draw on more such aspects with the same end
benefit. The media mix for the campaign includes television, outdoor, radio and mall
activations.
Conclusion
The goal of advertising is to cost-effectively reach a large audience and attract customers. If
done correctly, advertising can enhance the success of business. The success of any ad
depends on understanding the target audience and culture of people. The recent advertising
campaign launched by HLL for Close up toothpaste (come closer Ad) was failed in India due
to cultural problem. So understanding different people culture is important for the success of
campaign. The success of advertisement also depends on the demographic nature of target
audience. For example the recent advertisement launched by Pepsodent toothpaste targeting
the kids using the brand ambassador as Shah Rukh Khan. Also the success of Ad depends on
the following factors like-use one message, establish an image, dont try to be everything to
everyone, test your ads in advance, monitor your ads, create curiosity and keep your message
simple.
References
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