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Summers don’t stop advertisers from heating up competition!

Posted 8 years 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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63 Comments

  • Swapnil PorwalPosted 8 years agoI like the ad of Cinthol Deostick which is quite interesting
  • Swapnil PorwalPosted 8 years agoLG ad is also very funny and innovative
  • Kaushik Chandra MedhiPosted 8 years agoI like the Slice Ad ! Yes its too hot for a slice bite :)
  • Umesh KumarPosted 8 years agoLoved the Cinthol new avatar in a deo stick and Slice ad is also awesome its.. so hot.. so slicy !!
  • Ekta GoenkaPosted 8 years agoVolta's ac is mast romantic and marvellous ad
  • swapnilPosted 8 years agoLG ac with many thing which is we have to save
  • Phaniraj BhattPosted 8 years agoLG's Mr. Bachat Kumar AD is quite cool
  • Phaniraj BhattPosted 8 years 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 8 years 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 8 years agoTropicana Slice fully Mangolicious drink for all mango lovers
  • Rajesh JainPosted 8 years agoi like to drinks mango drinks like Tropicana Slice is awesome
  • Ravi KLPosted 8 years agoNice collections of ads
  • ThangavelPosted 8 years agoTempting Ad
  • deepaPosted 8 years agoI love frooti,it has the taste of a real mango lip smacking
  • deepaPosted 8 years agoI love maaza also as it tastes a mango,can do anything for maaza
  • deepaPosted 8 years agoBlue star AC doesnt succumb to voltage fluctuations,consumes less electricity,best Air conditioner
  • krishnaPosted 8 years agoReally tasty..........Aamras
  • Gobala Krishnan Posted 8 years agoI like it.
  • munish kumarPosted 8 years agoi like majja add very tasty i like it
  • RahulPosted 8 years agoLg os realy good
  • Subrat Kumar SahuPosted 8 years agoNyc one......
  • Nooreen saba Posted 8 years agogood adss
  • AnuragPosted 7 years agoNice
  • MehjabinPosted 7 years agoQuite good
  • shubhamPosted 7 years 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 7 years agoNice
  • nikithaPosted 7 years agoall ads are good but the mazza slice and the blue star ads are awesome the way katrina acted is just perfect the line i love most is rasila aaja. The varun was best in mazza ads and the blue star ad with bears are funny. Every ad is best.
  • Krishnaveni KPosted 7 years agoAll ads are good and effect of ads is worthful
  • Vikash pandeyPosted 6 years agoThis ad LG is also awesome and funny and involved
  • Priyanka GhatalPosted 6 years agoAll ad about maaza all ad is so amazing summer to come that ad also come all ad is so yummy ole that real mango test maza
  • Melvin TomPosted 6 years agoMind blowing, Bomblastic and marvelous ad ever seen
  • Sameer KarekarPosted 6 years agoall are good but voltas is very cool
  • ritwikPosted 6 years agofunny ads
  • sujit.purkayasthaPosted 5 years agovolta ac is better and very old brand and still favourate
  • sujit.purkayasthaPosted 5 years agoMazza is my favourate drink
  • Tapati PurkayasthaPosted 5 years agoblue star is best ac
  • Tapati PurkayasthaPosted 5 years agofrooti is my favourate drink
  • Tapati PurkayasthaPosted 5 years agomazza is tasty
  • Tapati PurkayasthaPosted 5 years agocinthal is favourate
  • Tapati PurkayasthaPosted 5 years agoall these ad are nice
  • Tapati PurkayasthaPosted 5 years agothe ad is awesome
  • Tapati PurkayasthaPosted 5 years agogood ad
  • sujit.purkayasthaPosted 5 years agolove mango products
  • NAZMAPosted 5 years agomaaza ad is good and funny
  • NAZMAPosted 5 years agoac ad is very good
  • NAZMAPosted 5 years agocinthol deo stick is different. i try it
  • sujit.purkayasthaPosted 4 years agoVoltas is very good brand specially refrigerator.
  • sujit.purkayasthaPosted 4 years agoCinthol is amazing
  • sujit.purkayasthaPosted 4 years agoMazza is good drink
  • sujit.purkayasthaPosted 4 years agoBlue star is good brand
  • sujit.purkayasthaPosted 4 years agoI like maza during summer
  • sujit.purkayasthaPosted 4 years agoVolta's brand is oldest co and best as per users comment
  • sujit.purkayasthaPosted 4 years agoBlue star brand is better now a days and gaining its market share
  • sujit.purkayasthaPosted 4 years agoMazza is tasty
  • sujit.purkayasthaPosted 4 years agoCinthol is a very good product
  • Tapati PurkayasthaPosted 4 years agoMazza is my favourite
  • Tapati PurkayasthaPosted 4 years agoCintal I have used in earlier days .which was good.
  • sujit.purkayasthaPosted 4 years agoMazda is tasty drink I like
  • sujit.purkayasthaPosted 4 years agoBlue star AC is good brand and improved
  • sujit.purkayasthaPosted 4 years agoVoltas is the one of the oldest manufacturing unit
  • sujit.purkayasthaPosted 3 years agoI like maza of mango taste very much in all seasons specially summer
  • sujit.purkayasthaPosted 3 years agoBlue Star ac are found to be most demand in recent days.I like their endless air in the room.
  • sujit.purkayasthaPosted 3 years agoVoltas brand is oldest and best

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