Can a man ignore the Spice onslaught? I think not. First it was the very attractive Priyanka Chopra, formerly Miss World who is every man’s fantasy and now comes along the great Katrina Kaif aka Ms Boom from her first film.
The question is what is the brand association that Spice mobile is getting from these advertisements? Is it the image of youthfulness, naughtiness and a carefree attitude?
Remember, “Katrina? No uncle, She is not with me.” Does that mean it refers to the low cost of the mobile, which allows even a teenager with pocket money to buy it? Or does it refer to too many features, which the other vendors
have not been able to manage as well as Spice so that it associates itself with such brand beauties?
The ad campaigns with Priyanka Chopra did not say much and they were launched during the time when Spice had just begun to tie up with Idea, the service provider. Matters have matured now.
The handset provider has put up an impressive array of products to match if not better offerings from global giants such as Nokia, Samsung and Motorola and it has resorted to this line of advertising to entice the customer .
The trouble, feels FINANCIAL TIMES is that this line of advertising is leading to more brand value of Katrina and Priyanka and less so for Spice mobile.
Does anyone remember what the features of Spice mobile are after we go through the advertisement?
We don’t think so. We just know that Priyanka and Katrina get to hold dinky little handsets from Spice during their ad slots.
We don’t get a good dekko at the handset either. We would have liked a repeatition (somewhat) of Abhishek Bachchan’s getting overshadowed by the Motorola mobile he carries. The media shoots pictures of a definitely visible Motorola and not of Abhishek.
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