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Summers don’t stop advertisers from heating up competition!

Posted 1 year ago

Summers don’t stop advertisers from heating up competition

The Indian summer brings with it an inherent sense of lethargy, be it at home or at work. Stepping outside for just 10 minutes itself warrants a nap! However, in the world of advertising, the summer months give birth to a whole range of ad campaigns, which cover pretty much every consumer market - electronic appliances, food and beverage brands, cosmetics, and many other.

Despite summer having been considered to be the least essential period for advertisers in the past, targeted marketing has in fact become so successful that competition has begun to heat up. The most hotly contested industry though, is none other than that of mango-flavoured beverages. With Shah Rukh Khan spearheading the ad campaign for Parle Agro’s Frooti and Katrina Kaif doing the same for PepsiCo Tropicana’s Slice branded mango drink, it’s easy to see how both competitors have realized the importance of summer adverts. Coca-Cola hasn’t been one to slouch either, as its Maaza branded mango drink continues to fly of the shelves even in peak summer.

Despite all three being quite similar in terms of taste and market position, all 3 adverts have opted to use different methods of connecting with their audience this year. While Frooti is targeting the youth by way of having a fresh and colourful new ad campaign around living ‘The Frooti Life’ with the King of Bollywood even doing a short dance number, Slice and Maaza have opted to sell the fact that their drinks taste as good as a real mango. Although, like they did in the past with ‘Aamasutra,’ Slice is fully utilizing the huge appeal that the gorgeous Katrina Kaif brings to the table, whereas Maaza has opted for a more humorous advert.

Besides beverages, the last couple of years have also seen an increasing amount of competition among advertisers in various other fields. Blue Star has been the frontrunner in the world of air conditioning solutions. Over the years, it has aggressively marketed itself as a leader in providing air-con solutions for both home and office. However, with high temperatures come soaring electric bills and as a result, power saving air conditioners have now become the new rage. This new technology has been adopted by multiple AC manufacturers and has significantly upped the level of competitiveness in the market. Some of the more famous brands currently competing with Blue Star include LG, Voltas and Godrej.

 

The summer heat that plagues most of India is inescapable and as a result, anything that cools is worth advertising. Products like Dermi Cool powder, Navratan hair oil and several menthol based soaps and shampoos trickle onto television screens almost as soon as February comes to an end. Staple deodorant conglomerates such as Axe and Nivea too face heavy competition from the likes of many new local brands such as Cinthol, Fogg and He.

 

He: https://www.youtube.com/watch?v=YT-6vdRxED4

 

The television ad industry in India has been incredibly successful with a lot of the country still opting to watch cable television due to the stunted state of our internet infrastructure. As a result, the bleak summer period is no longer a cause for concern as intelligently placed and aptly timed adverts are being used to full effect. Let the summer rivalries begin!

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26 Comments

  • Swapnil PorwalPosted 1 year agoI like the ad of Cinthol Deostick which is quite interesting
  • Swapnil PorwalPosted 1 year agoLG ad is also very funny and innovative
  • Kaushik Chandra MedhiPosted 1 year agoI like the Slice Ad ! Yes its too hot for a slice bite :)
  • Umesh KumarPosted 1 year agoLoved the Cinthol new avatar in a deo stick and Slice ad is also awesome its.. so hot.. so slicy !!
  • Ekta GoenkaPosted 1 year agoVolta's ac is mast romantic and marvellous ad
  • swapnilPosted 1 year agoLG ac with many thing which is we have to save
  • Phaniraj BhattPosted 1 year agoLG's Mr. Bachat Kumar AD is quite cool
  • Phaniraj BhattPosted 1 year agoLG's Mr. Bachat Kumar AD is quite cool and funny...but 90 secs is too lengthy an AD...while Katrina's Tropicana is quite creative..but Hrithik steals the show in the DEO AD...especially it's interesting to watch him.... saying interesting !!!
  • Rajesh JainPosted 1 year agoTropicana Slice Superb taste of mangoes and in this ad. Katrina Kaif lookin wow i am the super fan of tropicana slice since 2012 and so many time i have won the contest Meet
  • Rajesh JainPosted 1 year agoTropicana Slice fully Mangolicious drink for all mango lovers
  • Rajesh JainPosted 1 year agoi like to drinks mango drinks like Tropicana Slice is awesome
  • Ravi KLPosted 1 year agoNice collections of ads
  • ThangavelPosted 1 year agoTempting Ad
  • deepaPosted 1 year agoI love frooti,it has the taste of a real mango lip smacking
  • deepaPosted 1 year agoI love maaza also as it tastes a mango,can do anything for maaza
  • deepaPosted 1 year agoBlue star AC doesnt succumb to voltage fluctuations,consumes less electricity,best Air conditioner
  • krishnaPosted 1 year agoReally tasty..........Aamras
  • Gobala Krishnan Posted 11 months agoI like it.
  • munish kumarPosted 11 months agoi like majja add very tasty i like it
  • RahulPosted 11 months agoLg os realy good
  • Subrat Kumar SahuPosted 11 months agoNyc one......
  • Nooreen saba Posted 10 months agogood adss
  • AnuragPosted 9 months agoNice
  • MehjabinPosted 8 months agoQuite good
  • shubhamPosted 6 months agoThe Indian summer brings with it an inherent sense of lethargy, be it at home or at work. Stepping outside for just 10 minutes itself warrants a nap! However, in the world of advertising, the summer months give birth to a whole range of ad campaigns, which cover pretty much every consumer market - electronic appliances, food and beverage brands, cosmetics, and many other. Despite summer having been considered to be the least essential period for advertisers in the past, targeted marketing has in fact become so successful that competition has begun to heat up. The most hotly contested industry though, is none other than that of mango-flavoured beverages. With Shah Rukh Khan spearheading the ad campaign for Parle Agro’s Frooti and Katrina Kaif doing the same for PepsiCo Tropicana’s Slice branded mango drink, it’s easy to see how both competitors have realized the importance of summer adverts. Coca-Cola hasn’t been one to slouch either, as its Maaza branded mango drink continues to fly of the shelves even in peak summer.
  • MamtaPosted 2 months agoNice

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