MxMIndia

Tag: Porsche

  • Sanjeev Kotnala picks his 12 best advertisements of the just-held Super Bowl 2020

    12 Super Bowl Ads You Must Watch

     

    By Sanjeev Kotnala

     

    If you are in Marketing and advertising, you would have watched all the Super Bowl ads by now. Every year around this time, the heat is on between brands to make an impression and get maximum instant reach for their messages. Some try being playful, some introduce new themes, and some try to provoke.

    In all, a total of more than 50 advertisements get released in the Super Bowl at an astronomical figure (by Indian standard) of $5.6 Mn per 30 seconds. Most brands must be finding it relevant and efficient, as some brands always have spots aired with the  Super bowl. The inventory is almost sold by November of the previous year.

    Brand, creative and media specialist mourn the absence of any such opportunity in India. Neither the pre-festival advertising in October nor the hyped-up IPL. And let us not talk of the opening episodes of any of the famed reality shows like KBC, KKK or Bigg Boss – none have the oomph, aah and wah of a Super Bowl.

    Not unexpected there is beer advertising as a category dominating the super Bowl commercial. And surprise, everyone investing what we would call a long story format to get their simple message across.

    When brands invest in an immediate reach build-up with an event that guarantees a massive number of eyeball, it is good to see them invest big. The super bowl spots maybe shorter version, but these extended versions show the intent.

    Like every Super Bowl event, many brands spots are just nice or templated around their style of storytelling. They made you smile and at the same time got the brand message across. All under one roof. You can watch all these spots at Adweek.

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    So here are my 12 favourites brand spots. That’s a high percentage of likability from the commercials aired during the Super Bowl. They are rightly messaged, superbly crafted and executed.

    While watching the Super Bowl, the consumer mind aperture is open for entertainment and excitement. Hence, the ads that have a similar story presentation style that stimulates and engages are contextually better placed than others trying to present the message in a different way.  And one who use the context and the DNA of the event best, win.

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    MICROSOFT screened a lovely commercial. The protagonist Katie Sowers- first female super bowl coach, explaining that she wants not to be the best female coach but the best coach. People expect women to do certain things and do not expect to do many other things. However, the first in the filed opens the arena for others. That is like ENCOURAGED BETI ENCOURAGED FUTURE. An attitude we mostly miss in advertising. It is one of the best-crafted spots. It is my Favourite ad.

     

    https://youtu.be/_xPn4DXIj5w

     

    GOOGLE has this ad about how people lived before Alexa. It is contextually better placed in the event environment. It is humorous with some crazy situations to drive home a simple point of what Alexa can do.

     

    https://youtu.be/RF9t2rFmTVE

     

    GOOGLE has another emotionally powerful linking ad. It is very product dominant in all its visual impact and experience and hence my favourite Number II. ,

     

    https://youtu.be/6xSxXiHwMrg

     

    So, how can beer as a category be away from the super bowl?

     

    BUD LIGHT two spots, INSIDE BRAIN, are highly engaging and entertaining.

     

    https://youtu.be/wsnnU3fJTWg

     

    https://youtu.be/pj1meOmpezs

     

    Then there is BUDWEISER, identifying Typical American with their beer. And I am partial to beer advertising.

     

    https://youtu.be/yt-zXuAAD6Q

     

    MICHELOB ULTRA does it one better with its simple message, ‘it is only worth it if you enjoy it.’

     

    https://youtu.be/U7h6Vls-uO8

     

    MICHELOB ULTRA PURE GOLD makes a passionate appeal to pick 6 packs and see how it can change American farming. I literally love this very Patriotic beer ad.

     

    https://youtu.be/ANarZ_113Xc

     

    Another category that uses Super bowl best is cars. Here HUMMER ELECTRIC makes an impactful promise and delivers message quite soundlessly.

     

     

    HYUNDAI SONATA is not far behind in its impact with self-parking demonstration has an extra edge on conversation and experience. It is nothing new, but it engages because of the conversation and the way it clarifies self-parking at any place.

     

    https://youtu.be/85iRQdjCzj0

     

    But PORSCHE, Wins the category battle of commercial with THE GEIST. It is so captivating and smart. My favourite number, -3.

     

    https://youtu.be/FJNmHwBgV4M

     

    In FMCG, coke, Pepsi, Doritos, Mountain Dew, Cheetos, Sabra SodaStream and others were there. But there was not much excitement around them. They were what they were.

     

    HEINZ innovative ‘four in one’ commercial does stand out. However, it is a bit disorienting to see them simultaneously- but does that matter?

     

     

    There was this REESE’S TAKE 5 with ‘The best bar that you have never heard of’. Likeable but then you have seen Bars and chocolates in that territory so many times. For me, SNICKERS beat it hollow any day.

     

    https://youtu.be/SLAV4LYO-yU

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    And the last one for Milo Kotnala, the WEATHER TECH spot.

     

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    What say, will we see such hype with brands and IPL, I doubt, but one never knows. Why do you think, IPL will never reach this type of hype as a powerful window with such a hype?

     

  • This year the event will be held on December 21 and 22, 2019 at the Grand Hyaat Kochi, Bolgatty

    Kochi to host Mathrubhumi luxe show

    By A Correspondent

     

    The third edition of Mathrubhumi’s luxury show is back and has been renamed as Mathrubhumi Luxury and Design 2019.

     

    This year the event will be held on December 21 and 22, 2019 at the Grand Hyaat Kochi, Bolgatty.

     

    Said Kamal Krishnan PS, National Head, Integrated Media Solutions, The Mathrubhumi Group: “Kerala is one of the fastest growing emerging markets for Luxury brands. This is well known to the luxury automobile brands like BMW, Lexus, Porsche as Kerala is one of the highest performing markets for them. The high net worth and luxury consumers of Kerala, today travel outside the state or abroad to indulge with various luxury brands and experiences. Mathrubhumi Luxury & Design aims to bridge this gap by creating a marketplace for many more luxury brands across categories and Keralites who indulge in these to meet under the same roof in Kerala.”

     

     

  • GolinOpinion India will lead a creative and integrated communications strategy to continue to assert Porsche as the leading sport luxury car brand

    Go­­­linOpinion wins the India PR mandate for Porsche and Lamborghini

    By A Correspondent

     

    GolinOpinion has won the PR mandate of two brands in the automobile sports and luxury sector – Porsche and Lamborghini. The agency was appointed after a multi-agency pitch and will work closely with the leadership team to provide decisive and dynamic strategy for both iconic brands.

     

    Pavan Shetty

    GolinOpinion India will lead a creative and integrated communications strategy to continue to assert Porsche as the leading sport luxury car brand and Lamborghini as the most aspired luxury car brand in India.

     

    Commenting on the appointment, Pavan Shetty, Director – Porsche India said, “A strong communication strategy is essential to achieving Porsche’s goals in India. GolinOpinion’s innovative ideas and dynamic approach resonates with our ideology and approach. We are confident that they are the right partner to build and communicate our vision.”

     

    Sharad Agarwal

    Sharad Agarwal, Head – Lamborghini India said, “Our choice for GolinOpinion is not only because of the fantastic credentials that it holds, but also the deep consumer insights and creative strategies that the team brings with it. Our communication in India will be in sync with our global strategy and we look forward to an infusion of their thinking for developing the next phase of the brand and all our communication seamlessly.”

     

     

     

     

    Ameer Ismail

    Commenting on the win, Ameer Ismail, Executive Director, GolinOpinion &dCell said, “We are delighted to have won this prestigious mandate. We believe that in the management, we have found a partner who understands and believes in the power of all-inclusive branding and strategy, and with whom we will achieve the path-breaking results that the brand aspires to. In this ever evolving industry, Porsche and Lamborghini are both prestigious brand legacies that believe in driving passion and taking every aspect of communication and brand value to the next level.”