Debrief: Philips: Not very bright

23 Aug,2012

By Anil Thakraney

 

Philips has released a new commercial for their bulbs. And it’s a good example of how to mess up communication by trying to achieve a dhobi list of things.

 

The commercial is a cross between a corporate A/V and a brand advertisement. While on the one hand Philips wants to tell us that their bulbs are 20 per cent brighter than the other brands, they also want to tell us it is a ‘Desh Ka Bulb’. And these two messages clash, like in a bad road accident. To complicate life further, they have used yet another consumer insight! In India, people name their children after light, as in Roshni, Suraj, Prakash, etc. So this needs to be established as well. And as if all this wasn’t enough, there are many situations featured in the ad, some serious, some trying to be funny. So in end, you are left with nothing.

 

[youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=nTd8dfCnyVQ[/youtube]

Complete waste of money. For one, there’s no need to tell us India uses Philips bulbs. It’s a very low involvement, low value product category, there’s no way this will induce brand recall at the retail outlet. A bulb is a bulb; all we want is that the damn thing works. However, Philips does have a tangible offer to make. That their bulbs are 20 percent brighter. THIS is what the entire communication ought to have been based on. This is what will induce brand recall. And I can see super, witty commercials being created with this one promise.

 

And it’s all been short-circuited by a greedy brand manager. Sad.

 

Rating: (On a scale of 1 to 5): 0. Bulb fuse ho gaya!

 

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One response to “Debrief: Philips: Not very bright”

  1. shilpi says:

    Loved the phrase… “Bulb fuse ho gaya” 🙂

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