Debrief: Verito Vibe: Where’s the Vibe?

01 Aug,2013

By Anil Thakraney

 

In principle, I like what Mahindra Verito does in the advertising: Focus on the owner rather than the car itself, highlight the personality of the owner and thus build the brand’s image. In Verito’s case, it’s for the man who’s matured and wise. But as they extend this personality to a new product, things get complicated, and I will come to that shortly.

 

The sedan Verito now has a hatchback sibling called Verito Vibe (though the carmaker chooses to call it a ‘compact sedan’), and the brand personality continues. So our wise lad does not jump signals, races with a scooter but deliberately allows the latter to ‘win’, etc, and of course, there’s a hot chick on standby to show appreciation. (Yes, whatever we men do is pointless unless a member of the fairer sex is impressed, or so our advertisers believe.)

 

I have to say after a few exposures on television I assumed this is a new ad for Verito. The ‘Vibe’ part completely eluded me. It’s only after I took the ad up for review that I discovered this is a variant. Something for Mahindras to chew on, this is what happens when you simply extend the brand personality, the differential factor goes for a toss. My view: The Vibe should have come with its own attitude.

 

Another thing: Our chap, who has a heart of gold, lets the scooty win because a child is riding pillion. This is very similar to the Salman Khan chaddi/baniyan ad currently on air, where the hunk allows the rival to win an arm-wrestling bout only because he (the rival) is accompanied by a handicapped child. Don’t think Verito Vibe’s brand manager would want us to equate his car with underwear.

 

Rating: (On a scale of 1-5): 1. Personality extension confuses, branding gets hit.

 

Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

 

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One response to “Debrief: Verito Vibe: Where’s the Vibe?”

  1. Harmeet Bhui says:

    maja aata hai your artilces padh kay!!!….anything special ( free party passes etc , being a media guy you are ) send me an invite on tnk20@rediffmail.com

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