1. Analysis of Orbit advertisement
Introduction
Orbit is one of the world's largest selling chewing gum brand.In India, the brand shares the market leadership with Center Fresh brand.Orbit was launched in India in 2004. This was India's first Sugar free chewing gum and together with Perfetti's Happy dent this brand has rejuvenated the chewing gum segment in India.Orbit can be termed as a functional chewing gum. The brand when launched differentiated itself from the existing chewing gums with its "sugar free"property. Globally the Orbit brand adopts the tagline "For a good clean feeling no matter what" in India, Orbit uses " for healthy teeth and prevents tooth decay " as its main message.Orbit White launched their most popular advertising campaign with the “Cow” series.
The following is an analysis of the first advertisement in this series.
The advertisement showcases a mad animal specialist, Dr. Bhatawdekar, whos peaks in ‘Butler-English’. He expounds the special quality of Orbit White Chewing Gum that whitens the teeth of a cow that previously had yellow teeth. His conclusion is that if it works for the cow, it’ll work for you too.This commercial tries its hand at humor in drawing attention and generating interest. It succeeds to quite an extent in this intention, but also fails at few places.The caricature of the doctor succeeds exceedingly well.
Brand Recall:
Viewers immediately recall the product, the brand and the entire advertisement on any reference to Dr. Bhatawdekar. The product and brand are duly highlighted. They are not lost during the telecast of the advertisement. The commercial’s message is wound around the product, making the product and brand as much a part of the advertisement as the rest of the characters and the concept.
Humor
The advertisement also successfully plays to the sense of humor of the viewers. Any reference to the product results in immediate association to the doctor and his cow volunteer. This gives viewers a light-hearted view of the product. Nonetheless, there have been instances where the sentiments of viewers have been hurt. In such cases, it seems that the concept that starts out as funny, turns out to be a gross miscalculation of the sense of humor of the viewers The characterization of the doctor and the way he speaks in English can be construed as offensive by many viewers. Since the doctor is a deliberate attempt at making fun of bad grammar, viewers who are insecure of their oral abilities may find the advertisement offensive. Overall, the advertisement has no class. Viewers can be put off by the commercial on grounds that it displays no sophistication. The attempt at humor can be seen astending towards slapstick comedy – and a very poor attempt at that.
Positive angle
However, the advertisement does not fail completely. The product and brand areimprinted in the minds of the consumer. Any reference to the product brings remembrance of the humorous advertisement. And consumers purchase the product,even if only out of a sense of absurdity
2. Analysis of Samsung Hero advertisement
This is advertisement that Samsung has come up with with its brand ambassador as Aamir khan.
Advertisement clearly shows that the phone is classy phone having all the features that are required in the phone.
It shows how the music played by it can change the mood of the person who was sad just few minutes before.
Brand Connection
By making the Aamir Khan as the brand ambassador has worked a lot in the favor of Samsung. Initially Samsung did not have any big name as its brand ambassador. By as soon as Aamir Khan started promoting advertisement of Samsung, there was not of connectivity among the people and the brand Samsung. That was start of the rising of the Samsung in India.
Perception
The general perception of the Samsung hero in India is of low budge of phone. But when the advertisement shows that Aamir Khan using it, advertisement has good effect on the people. It gives the perception that if since a big person like Aamir Khan can use it then why not us.
After the series of advertisement that Aamir Khan did with Samsung. Both the names are generally seen together by the audience.
Motivation
This advertisement gives the motivation to the customer that even a small product as phone can bring happiness in your life by its unique small small feature.
Overall this advertisement marks the rising of the Samsung as a brand in India. And after that there was no turning back for Samsung.
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