Ad Review_Chloromint Cow
A funny commercial. If happy dent’s servants as lights was cheeky, this is out and out funny. This is an example of creative license put to good use. Be it the pardesi accent to the question “teen sing wala gaai why?” or the exaggeration of the freshness aspect of the gum through ice creams from cows – the team has managed to strike the chord perfectly well.
Awareness: This is where i think that they are taking a huge gamble. Chloromint has manged to create a very strong association with the tagline “doobara mat poochna” and now this advert takes a different turn all-together. they could have very well used this similar concept to reinforce “doobara mat poochna” stand. Instead they have chosen to create a new tag line – “chaba dhaba ke”. I am not extremely sure if this is going to help them. End of the day it is a “chew”ing gum and i am going to “chaba dabake” be it a wrigley’s, happy dent or orbit.
Recall - The desi music and salman’s performance are a positive. I am sure that most people would recall the concept, but not the brand name or the product category.
Overall Message – Choloromint helps me keep my mouth fresh. but which chewing gum does not give us that feel? I dont see a very clear positioning coming through this ad. we have to wait and watch if they have plans to build on this thematic and take up ownership of the “freshness” concept.
Conculsion - A creative ad. Like most creative ad’s this will do wonders for the creative guys, but not sure if the brand guy will make some chaba dabake moolah from this investment.
