And as the spoof roller-coaster gallops onwards, Hajmola too has jumped onto the bandwagon, and has released a spoof on Chlormint with the launch of its new Hajmola Mint Masti. Take a look at the commercial below:
Obviously, the baar baar poochna is a dig on dobara mat poochna by Chlormint. The setting too resembles a pretty common Chlormint ad, which can be seen here: Chlormint.
Let’s talk about the ad in further detail:
In general, my opinion is that spoofs are a waste of good money, and I stand by that under most circumstances. But, in this case, I believe that the ad was not at all about taking potshots at competitors (which is the usual reason behind spoofs).
The ad is likely to have been designed with an entirely different objective – spreading awareness about the existence of such a product. The ad has been used to create a lot of buzz and hoopla around the launch, which makes sure that the brand comes up in the limelight for the viewers. They have used a commonly-known and generally well-appreciated commercial of Chlormint, which people tend to watch for its humor quotient, instead of switching channels. Hence, picking the specific Chlormint ad helps them grab the viewer attention for the initial few seconds of the ad.
Post that, the comic twist that the ad script takes ensures that the viewer registers the following things:
1) Hajmola has launched a Mint Candy of its own :
Creating awareness about one’s own brand in a cluttered market is important. Customers should know that you exist as well, along with Chlormint, Mentos, Mint-O etc. from major confectionery makers. The ad contributes to a strong brand recall.
2) The candy is different from others, in that it has a tangy Hajmola core inside the surrounding mint:
In a cluttered market, especially one with tightly squeezed margins, Differentiation is the key to success. Hajmola has tried to do this by introducing a ‘twist’ in the product offering, and the ad setup ensures that the customer remembers that twist. That will definitely introduce trials (especially because in this category, the customer is usually the consumer himself). And Trials is the stage where a marketeer’s work ends.
Hence, this seems to be a successful spoof in the sense that it merely uses the spoof platform to serve its own purposes of creating a differentiation in the customer mindspace for its own product – A good move while entering a cluttered market. Let’s see what Dabur’s latest offering does to the established players such as Perfetti van Melle, ITC and Wrigleys!