Dish TV has launched two commercials, featuring Kolkata Knight Rider (KKR) players Yusuf Pathan, Gautam Gambhir, Jacques Kallis, and the team owner Shahrukh Khan. Most likely, the commercial is an extension of the partnership between Dish and KKR for IPL.
Watch the commercials below:
I have been insisting in a lot of my recent posts that if you are using brand ambassadors for your campaigns, it is of utmost importance that the three pivots of the ad: 1) the brand ambassador, 2) the ad script and 3) the product, be in complete sync with each other.
The sync is supposed to be on the following angles:
1. Brand Values: If there are certain qualities like reliability, macho, cool etc. that you wish to associate with your brand, then the ambassador should be connected to the same values. Mixing them up is bound to send out confused messages. Imagine what would happen if Sachin Tendulkar is asked to endorse a fairness cream and/or Shahrukh Khan is asked to endorse a sports drink! (Examples abound of such disconnect – Sachin Tendulkar for Luminous Inverters, Shahrukh Khan for VI-John, Atul Kasbekar for Mahindra Xylo etc). Even in this ad, the brand ambassadors just didn’t fit in.
2. The Script: If there is a story that you are trying to build around a brand value, make sure that the viewer can easily connect the story to the concept you are trying to sell. In the ad above, the only thing that leaped out to me after watching the ad was that the captain is stupid. I never thought about ‘partners’ by the time Shahrukh came over to talk about it.
3. Prominence Graph: In these two commercials, the first part of the script is humorous, involves celebrity players, but DOES NOT talk about the product/service. The second part has a Shahrukh Khan, in a drab setting, talking about truHD. Ask yourself, did you really pay attention to what was being talked about TruHD while you were laughing about the shown antics on field? Likely not, because the said antics caught most of your attention. The advertiser lost the grabbed viewer attention by the time the crux of the ad came on. The attention curve peaked when the humor was going on (wrong time to peak) and dipped when SRK was talking (right time to peak)
Hence, it is imperative that all the phases of the ad should be in sync and made equivalently prominent in the script to make sure that after watching the ad a few times, the viewer is able to recall not just the ad, but also the brand which was being promoted. Ad Recall without Brand Recall is just a waste of good money.