Category Archives: FMCG

Ramadan Campaigns

During the holy month of Ramadan, more people are online and thus the net connectivity is poor. The connectivity should be stronger during Ramadan because advertisers are spending more money on digital commercials to catch on with Ramadan Rush. I picked up the day-wise prayer timings for the whole month as a promotional campaign for an FMCG item. A commercial video for fruit juices, very well blended with Ramadan, caught my attention which I am sharing with you. Ramadan Kareem

Mohamed Osman is my Hero

Today I did something very thrilling. I saw him on his two wheeler riding in the street. I followed him and stopped him. He said he was on duty and on his way to deliver Pizza. I asked his name and took his picture. Not because he looked smart in his uniform wearing a helmet. Not because he was riding a scooter which was attractive and designed to advertise. But because Mohamed Osman was working on a Friday.

Ideals of a nation in its advertising

When will Racist Commercials come to an end? In US, Australia, Italy, Japan and now China? Commercials want to identify with their audience and demean the rest of the world. So has this Chinese detergent commercial. The Shanghaiist wrote ‘Thanks to traditional beauty standards valuing white skin, many Chinese people have a well-established phobia of dark skin which unfortunately also breeds racist attitudes towards people of African descent, who are viewed by some as ‘dirty’ simple because of their skin tone. When will Ad makers listen to Norman Douglas who said “You can tell the ideals of a nation by their advertising.”

Why the change ‘Safia’?

The first good piece of advice I received when I first landed in Sudan was to drink plenty of water. It is said that one who drinks the Nile water keeps visiting this dry hot country. Drinking straight from the tap may not be a good idea.Bottled water or ‘Mineral Water’ is a better option. There are many brands from different companies. The brand with high equity is DAL group’s ‘Safia’. I have always preferred it. But once you are loyal to a brand and one fine morning you find that the labeling design and colour has changed and there is no communication from the company as to why it has changed, it is difficult to gulp down the water. DAL group is known for their Public Relations or communication with their consumers. We need to know why the change? Apparently there are no changes in composition.

Desi John- World’s No.1 Selling Shaving Cream?

For men shaving is a daily morning chore. I sometimes take a day off. Some say it is good for your eyes. Talking of shaving creams I remember the advertisement in which Kapil Dev used to smile and say ‘Palmolive da jabab nai’. I kept switching from Palmolive to Nivea to Old Spice. In Sudan I started using Gillette shaving cream. But since nothing is consistent in countries which are import dependent, I had to switch to Nivea at times. But this time when my tube of Nivea shaving cream refused to yield any more content, I had to buy a new shaving cream- VI–JOHN.Nothing else was available and I had to break my brand loyalty.
At first I thought the name was Six John reading VI as Roman numerical. After doing some search and research I found that VI-JOHN is our ‘Desi’ product manufactured by Maja Health Care Division in Solan, Himachal Pradesh. I want to know how many of my friends in India are using this brand. The Brand Ambassador is none other than Shahrukh Khan who says ‘VI-John Shave, Ek dum Safe’. One interesting feature in the pack is one can scan and see Shahrukh Khan’s latest video. It also reads ‘Redeem Coupon on flap inside – freejeeto get a chance to win Rs 50000. All this while shaving in Sudan? Impossible. Nothing to complain about its smooth shave though.