State of Arousal

2 hoardings seen on Brigade Road & Old Madras Road:

old_madras.bmp

brigade.bmp

Call it advertising that is way over the top or in this case, one that hits below the belt. Teaser ads are nothing new in advertising. Often, they are used for either new product launches or extensions of existing products. As you can see, they are almost always cryptic. Its sometimes difficult to strip, pun unintended, the meaning behind the ad or guess the product. And so, they succeed in getting people’s curiosity aroused. Asking questions too. (Sample: After passing by the hoarding, my 11 year old asks me “Dad, what is Kamasutra?” Fortunately, I was driving and so was able to keep a straight face!)

Its a different question whether the product can live up to the expectation it creates. When it doesn’t, that’s when the point of inflection….er, deflation comes about.

Hope whatever/whoever is behind this ad, it works! If it doesn’t, there will be hell to pay by the agency for selecting this route for the announcement!

19 Comments so far

  1. psj (unregistered) on April 5th, 2007 @ 5:16 pm

    Its an Ad for the new Deo they plan to launch.You could tell ur Kid that KS is a deo any time he asks.Hope that solves ur problem.


  2. Naren (unregistered) on April 5th, 2007 @ 5:38 pm

    PSJ can u tell me wat exactly is deo. IS it soap or deodrant..?? wat ever may be the ads are discusting. Has any1 planned for PIL..??


  3. Nisho (unregistered) on April 5th, 2007 @ 6:05 pm

    Hey come on guys, I think it’s a great ad. It piques your curiosity… If it were a regular ad, I’m sure Ravi wouldn’t have been encouraged to post it here. I feel the advertisers are doing a great job with this ad. It gets your attention and that’s exactly what the ad man wants.


  4. Raghu (unregistered) on April 5th, 2007 @ 6:07 pm

    The guys at medical stores invariably slip the real KS so sheepishly in a black cover, regardless of bold demeanor displayed by the customer, that I wonder what they would give when you say KS “Deo” :)


  5. Karthik S (unregistered) on April 5th, 2007 @ 6:29 pm

    I personally thought the campaign was brilliant. Just notice the stark and simple way it has been executed, simple type face, plain black background – nothing to deviate from a core message.

    I saw it yesterday morning on the way to Vivek Nagar, in Koramangala and the rest of the drive, I was wondering what it could be – ‘cos the one I saw has something as intriguing as ‘I let my wife use Kamasutra’ (or something along those lines).

    Thankfully today’s TOI has the dirt on this – this being a new deo spray KS folks are planning to launch.

    Coming back to a possible PIL, I’m sure somebody would already be on the job, but the first PIL salvo needs to be against television in general ‘cos there are far worse things being shown there. So, that route is rather dumb. Instead, its better to start appreciating this on its face value and not get down to the nitty-gritties of how this may possibly pollute young Indian minds – as if they cannot be, by the millions of other shady stuff around us.


  6. Mytri (unregistered) on April 5th, 2007 @ 6:30 pm

    Sorry, as a mom, yeewwwww!!!!!!!!!!
    I know I know I will be labelled as an oldie ;-)
    but puhleeze. Ads like that??? All age group kids can read something that big and obvious and ask questions LOUDLY in a public place. Ravi you are lucky that your son asked you only in the car. HA HA. People can say what they like but it is more effective in the right circumstances to talk to your children…
    Sigh!!! I keep typing without my second cuppa joe ;-)

    anyway. It was funny to read that and feel my cheeks go red!!


  7. Mytri (unregistered) on April 5th, 2007 @ 7:24 pm

    Sheesh. I knew it!! I should have waited for that second cup of coffee before posting anything. Then Karthik’s comments MAY have hopefully have saved me from some embarrassment!! Anyway, Ravi we don’t have to go all red ;-). Son, it is JUST a deodorant, for MEN ;-) :-)


  8. Deepa Mohan (unregistered) on April 6th, 2007 @ 12:05 am

    I enjoyed the post AND all the comments very much. Don’t have an opinion on whether it is good or bad…as someone says, there is so much suggestive innuendo all around us nowadays.

    I have a friend called K.Srinivasan and when someone at a party asked for his phone number, another friend, Raghu Shenoy, piped up, “Just ask for KS!” It brought the house down.


  9. Paul (unregistered) on April 6th, 2007 @ 1:59 am

    Until I saw the second ad I thought this was an ad for a condom! LOL Ofcourse, I dont live there and I am not familiar with this company.


  10. Sajith M (unregistered) on April 6th, 2007 @ 9:21 am

    Personally, I found it to be a *great* ad. Makes you curious about the product – guess its for the KS deo, but whatever it be. Then again, I don’t have a son (or daughter), so well… :)


  11. Saaya (unregistered) on April 6th, 2007 @ 1:28 pm

    Yup I agree it is great effort to attract that attention and looks like it is working too !! :-)

    these days kids are pretty much smarter than they ought to !! so they will understand :-)


  12. champalala (unregistered) on April 6th, 2007 @ 6:03 pm

    Shame on them


  13. Carlos (unregistered) on April 7th, 2007 @ 12:51 pm

    This is cool ! What are you folks hiding from ? Afterall the Indians wrote the KS. KS Deo r u kiddin ? This is like selling soda water under a whiskey brand. Indian parents need to learn to tell the birds and the bees story sometime in life. This is a good way to start that conversation.


  14. Mytri (unregistered) on April 7th, 2007 @ 5:50 pm

    Sigh! Carlos, yes I agree with you that we parents should discuss this with kids but at appropriate age levels. Also children do come and ask you questions and they should be answered honestly tailored to their age. That is appropriate.

    I have no beef with this ad ;-) Except that I turned red when my 8 year old sitting with me asked me,What is that ad about Amma. Just like poor Ravi! So after Karthik’s enlightening comment, I told him oh it is just a deodorant ;-)

    And by your statement you may probably not have a kid in the horribly awkward age of AMMMMMAAAAAAAAA WHAT IS….. which basically is asking embarrassing(to us)questions in public;-) HA HA HA.
    Please take my comment in good spirits. I did not mean to ‘misunderestimate’ your comment.


  15. Chitra (unregistered) on April 8th, 2007 @ 3:12 pm

    I think the ad-guys did a good job with this one, considering the product they had on hand. That we are talking about the ad so much is in itself such a plus for them! I prefer this so much more than the suggestive moves and nudity on Indian TV/movies.


  16. Carlos (unregistered) on April 10th, 2007 @ 8:00 am

    Mytri: Fair .. would be amusing if a 8 year old screamed in public asking about the ad ;-)

    Chitra : Agree with you totally that the guys did a awesome job with the Ad. Marketing is about creating controversy and standing out amongst other ad’s. The campaign manager may even get a bonus if they found out that their ad got a blog entry with a ton of comments !


  17. MB (unregistered) on April 11th, 2007 @ 9:16 am

    Hey , did you edit it ya self ?
    Kidding


  18. Ravi (unregistered) on April 11th, 2007 @ 4:12 pm

    @ALL: Thanks for your reading and comments. Keep visiting Bangalore MB!


  19. Sukhvinder (unregistered) on April 19th, 2007 @ 6:23 pm

    Real creative AD ; surely you will think of KS Condom only and then will just imagine how his wife can wear that..



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