The Priyanka Chopra advertisement for Scooty pep mentioned a bit about the driving experience of bikes for girls when she said in the tagline “why should boys have all the fun”. The new ad for Scooty Streak takes the concept further in a much pronounced way about the pleasures of riding a bike. It tries to make girls ride a bike for themselves rather than riding pillion. The positioning thus seems to be the “riding experience” for the target market of young and unmarried girls. This is proven from the last line of the ad when she says and I quote “chalane mein aaye itna maaza toh peeche kyu baithe” (unquote).
The ad tries to change the behaviour of girls where they like to sit pillion to there friends. It is a way of empowering the girl and makes them feel equal to boys (not to say that girls are not equal but here they are stating it explicitly and challenging them to ride their own bike).
However a small glitch in the concept of the ad is that it seems to have bee inspired by the BMW campaign of “the ultimate driving machine” where BMW positions it as an engineering marvel and a car which should be driven by the owner and not chauffeur driven. Though the difference in the Scooty campaign is that the have not tried to show the engineering side of the bike, rightly so.
The ad serves its purpose and only time will tell how successful the bike becomes. But the execution and content seems just about perfect.
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