Lava Mobiles have launched a new campaign on air. There are both positive and negative elements featured in the ad, and I would like to talk about these. Watch the ad below, after which we will take up the dissection of the ad:
About the ad:
1. Focus attribute:
As my post title says, I feel that Lava Mobiles are quite in their infancy in Indian markets, and it is too early for them to climb up the brand ladder from physical attributes and functionality to emotional attributes. (I have talked about brand laddering in an earlier post here ). Right now, being a new entrant in the market, the main question against their saleability is the functional performance of their products. For low-end phones, Nokia still rules the roost with low-priced and highly functional/user-friendly phones. Micromax has made some inroads by using innovation in its features (such as TV/AC remote control, dual SIMs etc). Advanced features at low cost is what has helped them. Notice that in both cases, functionality is the focus.That’s why Lava’s sudden thrust to emotional connect seems a bit far-fetched to me.
(Infact, in my opinion, Lava did spot the correct opportunity earlier when they focussed their ads on the look of the mobile handset. Watch that ad here. An extension to this ad would have been better)
2. The Script:
The script of the ad was, admittedly pretty simple and it was easy to understand. So, while the message clarity was high, my protest is against the content of the message which was conveyed. I mean, the only thing that comes out of this ad as a realization to you is ‘These mobiles can double up as music players‘. Duh! That is something which was the USP of phones about 5-6 years back, and not now. In this era of VAS, 3G, MNP and what-not happening in the telecom world, they are focussing on music players??
All in all, I felt that the positioning and USP that the mobile is using at the moment is pretty lame, and also, they have climbed up the brand ladder too fast. They should have first established functional superiority before going towards emotional connect. (There is a reason after all that it is a ladder! You have to go through the middle rungs to get to the top!)