The 'daag acche hai' campaign has been widely appreciated. Kudos to the creative and strategy team to completely turn the concept of communication for detergents on its head. The depiction has always been on school kids getting their clothes dirty. The target audience is the home-maker and she knows all too well that its most difficult to wash clothes of school going kids since kids do not take care of their clothes and are involved in all types of outdoor activities. College going kids and working professionals hardly get their clothes dirty. So using a Salman Khan for Wheel detergent defies logic. Anyway, to each his own.
The point of discussion here is the creative depiction of the print ad (shown at the top) for Nahar's Amrit Shakti housing complex in Mumbai. Builders have been using the 'slice-of-life' type advertisements since a couple of years. This ad though clearly seems heavily influenced by the 'daag acche hai' campaign. I am sure the Percept guys would say otherwise. But the ad appears next to each other on the newspaper page making the 'influence' clearly visible.
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ReplyDeleteI agree with you. I remember the pulse of the team when I was with LOWE Lintas and it was interesting to see their perspective...I am not sure whether parents would like to see their kids dirty, but this was interesting try and convince. Kanchana
ReplyDeleteobviously no mom would like her kids with dirty clothes but i guess the essence was to say that no matter how dirty, we make sure that they are cleaned and usable the next day.. and what better way to show of the maximum dirt possible than dirty clothes of a kid.. seems that was the intent!!
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