Thursday, May 21, 2009

Decipher the Signal

Ad By: Ogilvy India

"Fanta Ka Signal Loud Bunking is Allowed". But what is the signal- Drink Fanta or Bunk? Fanta has always tried reaching the youth in some or the other manner. They have always spoken something which is a part of youth life. Today, this generation demands nothing more than their freedom. After all impatience is the new life. So they seek to get free from all liabilities. They don't want to waste their time in boring school/college, social family dinners, boring dates. They just want to skip all that and have their time out with friends. Youth knows it inside but don't express it verbally outside. They like this careless attitude inside but from outside they have to be part of every politically correct thing. So when Fanta tells them that its ok to bunk then they indeed hear it loud. They like listening to it. Although it doesn't matter to youth and they hardly await anyones consent for doing what they want to. Its not that they hear Fanta telling them this and so they follow it. Its just they feel "connected". And thats what all is required for making yourself heard in pool of advertisements.

Besides taking an interesting concept, Ogilvy has picked an interesting endorser. Every youth knows Genelia D'Souza today especially after her movie "Janne Tu Ya Janne Na". The movie was about life of youth and the advertisement also targets youth. She is known for her bubbly and chirpy character so that adds all the more life to concept. Thus, it portrays a fun filled life for youth. They say that the signal is about bunking and its not saying that drink Fanta. But the purpose is well sufficed. The ad is able to take space in minds of audience and thats enough for Fanta to keep the association.

So at the end Who cares whats the signal, just get heard !!!

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