Dabur India has launched a campaign to announce its range of health drinks, Yoodley. In the TV fi lm, a young politician is shown giving a speech to a large crowd at a rally" /> Dabur India has launched a campaign to announce its range of health drinks, Yoodley. In the TV fi lm, a young politician is shown giving a speech to a large crowd at a rally"/> Dabur India has launched a campaign to announce its range of health drinks, Yoodley. In the TV fi lm, a young politician is shown giving a speech to a large crowd at a rally">
Dabur India has launched a campaign to announce its range of health drinks, Yoodley. In the TV fi lm, a young politician is shown giving a speech to a large crowd at a rally
By Malay Desai
By: Mullen Lintas
Dabur India has launched a campaign to announce its range of health drinks, Yoodley. In the TV fi lm, a young politician is shown giving a speech to a large crowd at a rally, exhorting them to take action, i.e., a pledge. He, along with his cronies behind him on the stage proceed to take a pledge over a bottle of the product and mouths, ‘Shararat hamari duty hai.’ His pledge is then followed by mock CCTV footage of people pranking others in places such as malls, bedrooms and parking lots. When at the end, he poses to gulp down the drink, his audience too follows, but fi nds their bottles empty. The campaign’s site lists its fl avours and corresponding characters.
We had been listening to ‘Dabur is planning a range of health drinks’, ‘Dabur to venture into beverage sector’ from the past year, but as if on cue from my last column about rival Paper Boat, the FMCG giant decided to announce the Yoodley range of desi drinks. To do this in a market and mindspace already captured beautifully by fi rst mover Hector Beverages, Dabur had a big task and I like the beginning.
With golgappa, aam panna, shikanji and the likes, the obvious recall in consumers’ minds is Paper Boat, whose distribution in key markets has been terrifi c too. I don’t know what’s gone into the making of Dabur’s rival drinks, but one thing’s for sure, as they say in the massive Indian market, there is always room for more. The launch of the fi lm and the microsite comes late, in May, but the summer is long and arduous.
First up, let’s get potential outrages out of the way. It is possible that the makers have modelled the young neta on the lines of Kanhaiya. If they have, there’s nothing wrong, as advertising does imitate real-life. Even the Yatra fi lm which was more obvious, was simply taking on the pulse of the conversation.
This is only a healthy habit, one which shows our marketers are tuned in to the front pages of newspapers and not ostriches. The core of the campaign, as explained through caricatures on its packaging and the website, is bringing ‘pranking’ back. We self-serious Indians only seem to enjoy pranks on Whatsapp forwards while our popular culture is dead boring. Yoodley, with its uber-cool name, wants to be mischievous and the neta here is the voice who instigates us all to prank, using a great tagline. The staged pranks in the TVC are hints at what we can do, and we must, to enjoy routine life. And in-between, grab a funloving drink.
After long, I see a site that fl eshes out the campaign and explains its characters and elements. I don’t know if that will have an impact, but I’d love if the brand actually carries out pranks in public for social media traction. Finally, the neta in question, actor Namit Das, seems to be having a great summer, his third fun TVC after the hilarious Flipkart ads.
(To watch the fi lm and the campaign, visit hajmolayoodley.com)
Your regular dose on the shifts in the social media universe
YouTube planning online TV service?
Netfl ix may have just entered our market, but YouTube is reportedly planning something even bigger globally. Bloomberg tells me that a unit of Alphabet is working on subscription-based premium video to go along with the biggest ad-supported video network. You might know that YouTube Red, its premium service is already rolled out, but this is a different ball game altogether. Its executives have discussed these plans with media companies such as NBC Universal, Viacom Inc., Twenty- First Century Fox Inc. and CBS Corp. Just to zoom out put this in perspective, Apple and Amazon are working on similar proposals, while Dish and Sony have already launched online TV services.
Zee TV likes this
Teens paying thousands for SnapChat fi lters
It seems there is one snippet about the rapidly growing SnapChat in this space every week now. In one of the important trends I read about, Snapchat’s custom fi lters for events such as birthdays, weddings, etc., are being taken up by willingly paying users, many of them teens. Dubbed as the ‘new generation’ of social media apps, SnapChat is earning revenue every day from users paying to create their own content. These fi lters begin at $5 and go into thousands, with users getting chances to even buy short-term ‘geo-fi lters’, i.e., location-based graphics on top of videos and pictures. Worthy to note, here’s a network which has 100 million active users a day.
Trump’s kids like this
LinkedIn inspired by Facebook’s Instant Articles
And to complete the space today with new offerings by big social players, here’s a network I barely talk about. LinkedIn is reported to have considered its own version of ‘Instant Articles’, a feature which allows publishers to host content directly on the social channel than their own sites. If at all you have visited your account, its wall is similar to that of your Facebook’s, only more professional-looking. This only is the latest of a trend of social media giants providing publishers a platform, a trend set fi rst by Facebook. Google on the other hand, has its own articles project which load quickly, called Accelerated Mobile Pages, but this seems to be different than that.
Nobody likes this
Feedback: Category: AD View Volume No: 12 Issue No: 48
VIEWTUBE: A REVIEW OF DA DA DING BY NIKE
INTEGRATED: ANGREZIPANTI KO ANGOOTHA
TVC: FINOLEX FANS – BABLOO THE ASTRONAUT
TVCS: ALTO 800 V/S DATSUN REDI-GO