AgVoice | Cricketer's wives are not so expensive for brand endorsements

The Ariel brand has taken a big bang approach by leveraging the ongoing 6th IPL. Very clever and shrewd marketing. Call it ambush marketing or whatever you may like to call it but the front page advertisement in several dailies grabbed everybody’s eyeballs. Ariel has really made its presence visible using the IPL as a great platform to grab attention in a crowded detergent market. What’s more the communication was well connected with cricket by using two well know cricketer’s wives who are currently playing for their respective IPL teams.

What’s more the brand properties of the product were very relevant in this context by bringing out the cleaning power of the detergent in the coloured clothes. As a detergent brand Ariel has good presence in the south and I am not sure if that was one of the reasons to show the wives of the cricketers representing from the south zone. May be this was a pure coincidence but at the same cost effective as you could the leverage the two well know cricketers.

The timing of this campaign was also perfect as it got featured in the summer and at a time when IPL has just started gathering its momentum. Another factor is also the hot season when clothes get dirty and the use of a good quality detergent mattered a lot to give coloured clothes a clean and bright look. I saw this advertisement  only in print but if there is a television commercial then the brand will get added eyeballs. | By Ganapathy Viswanathan, Vice President, Optima Response

About the writer:

Ganapathy Viswanathan the current Vice President of Optima Response has over 2 decades of industry experience in Communication, Branding and Public Relations. He has worked in diverse disciplines with several Multinational agencies such as Ogilvy & Mather, Lowe and Mudra Group. Some of the major brands he was associated were Titan Watches, Philips, Maharashtra Tourism, Dettol soap, Kelvinator and Bayer Group. His last assignment was in the field of Public Relations where he spearheaded the western region offices of 2020 MSL as General Manager.

Disclaimer: The opinions expressed in this article are those of the author, and do not reflect in any way of Adgully


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