Wednesday, July 7, 2010

Brand value...

I saw an ad in the newspaper for a herbal slimming product. A girl dressed in bridal finery with a big smile plastered on her face, while her parents look on lovingly. The groom looks like he will pounce on the bride any minute. The ad goes on with the father's narration : I was worried about my daughter being rejected by so many grooms because she was overweight. Someone then told me about "Blah" Herbal Slimming Product and I asked my daughter to try it. We could see the results in a few months! Within 4 months my daughter became beautiful and within 6 months of using the product she found a groom! We are very thankful for this product blah blah blah....

Now there are several things about this advert which had me worried.
First things was the whole shallow approach to marriage. Cliched as it may sound, physical appearance is not the only thing that matters!
Secondly how can anyone turn beautiful in a matter of months! You are how you are born and no one can change the way you look.
Next was the promise of weight loss using just some herbal concoction. What about eating right and getting adequate exercise? That matters more for a healthy lifestyle than consuming any amount of slimming products! So many things wrong about this ad!
When will Indian ad makers stop using age old cliches. Tonnes of ads out there depict women doing all the cooking, cleaning etc. The fairest and the most beauitful girl getting a groom after using a beauty product. Scoring highest marks making one the smartest in the class etc etc. I could go on!

I hope average Indian consumer is smarter that that to fall for such tacky shortcuts to fame, wealth or whatever it is that the ads want to convey.


eyememyself said...

Heh! May be these ads seriously work! and looks is still the top criteria in bride hunting! Ridiculous but true!

Sanju said...

@eyemyself, it surely does. Talk about the negative and positive motives of consumer behavior.

@YetanotherMuser, Don't know about the bride-hunting psyche, but for sure marriage time in one's life, is the most prudent time for all the efforts that goes into being ready for 'THE' event. So for me as a marketer, this is a large, ongoing and profitable market segment which I should tap well.

The Muser said...

@Sanju : ofcourse it is a profitable market. But i only questioned the stereo typing in these ads. And also about the false claims they make while selling a product.

Arranged marriage or not it is all about the entire "package" being attractive...whether you choose to do it through formal meet-the-family sessions or let the hormones do the talking :D what say?