A weekly update on the brand game

IT'S OUT THERE

Just how much of the sense is "uncommon" in Marico's purchase of Hindustan Lever's hair oil brand Nihar? This will be under debate for some time yet. The value to Marico's hair regimen portfolio is obvious.

What is less clear is the strength of the brand without the backing of Lever's distribution clout. Like a baton handover in a relay race, much would depend on the Lever-Marico understanding beyond the financial figures. It helps that Marico has studiously avoided direct market confrontations with MNCs.

Gender blender

L'Oreal now has personal care products for men in India. The advertising slugline for these: "You're worth it too". Now, twirling a famously persuasive signoff line ("Because you're worth it") for the other gender to lap up is not entirely without its merits, as Gillette may testify (unless P&G overrules it as an authority on female needs). But still. Worth it "too"? Sounds like some consolation prize.

Mature articulation

At the other end of the speed of speech spectrum is Heinz's latest ketchup commercial in India. After trying the tame "tomato taste" tack, the brand is sliding slowly towards its American proposition of virtuous viscosity (as distinct from quick flow sauces).

"Takes a while to come out" intones the current ad on TV, as a lady shopper (not Malaika Arora Khan, nor any other endorser of MR Coffee) takes her own sweet time just to articulate what she wants ("Heinz", she finally says).

No limits

It's often Take 3 that hits home. After a couple of false starts, Airtel's Lifetime offer campaign on TV has put out a commercial that lives up to the brand's creative reputation. And how.

Yes, the reference is to the new spot set at a roadside dhaba, with all the "haan jee" and "naa jee" histrionics over lassi. Irrepressible.

Publicity windfall

The Ahmedabad-based culinary spices brand Ramdev has repackaged its premium hing powder. The product now sells in a smart Blowpack contour jar, and that too, shrinkwrapped in a bright oil-on-water pattern plastic wrapper featuring a caravan of camels. That was quick work.

Mutual rivalry

Stock market bull runs always seem to do a good turn to creativity in Mutual Fund advertising. Could this be because clients are more relaxed about response?

Or is it the spur of competition "" since, apart from the obvious rivals, a Mutual Fund now competes with the retail investor's own confidence? Whatever it is, even the "readtheofferdocumentzbzzrpblpzapstrp..." part no longer sounds intrusive.

Eureka effort

Oxford Bookstore wanted to catch attention. And that it did, too, at the opening of the Book Fair in Delhi "" with a bath tub at its pavilion. In it sat a man, surrounded with a multiplicity of books, immersed in his reading. Minimal effort, maximal effect.

BrandGate