Olympics set the trend for advertisements



As Olympics 2020 Tokyo comes closer, an upsurge in the advertisements related to sports can be seen. During pre-Olympics phase endorsements of sports-person doubles up. Various brands ranging from FMCG to electronics are weaving their campaign concept around sports and sports-persons.

     1.    Google : Recently Google launched an advertisement under the campaign ‘With a little help’. In the video, Hima Das is shown running while search bar appears on window and questions related to running are searched. Then google maps show directions to the running academy, on Youtube videos of famous runners are seen sharing their secrets and inspiration. With the help of google assistance run time is recorded on stop watch, upcoming events are analysed and on calendar an event is marked. Google through this advertisement chases the unstoppable spirit of Hima Das, Naina Jaiswal, Pooja Bishnoi and many others. It directs us to find what it takes to reach our dreams and be unstoppable ‘#With a little help’ from Google.

     
     2.    Haier : China based electrical appliances company, Haier initiated a campaign for their ‘Direct motion washing machine’ under the name of #SilentPerformers. In their TVC, they bring together the lives of Dipa Karmakar – gymnast, Hima Das – sprint runner and Simranjit Kaur – boxer to salute these ‘silent performers’.
Citing similarity between sports-stars and brand, focus only on performance without making any noise and fuss; ‘No noise, only performance’.
      
     3.    Gatorade : Hima Das has been roped in to endorse Pepsi Co’s sports drink, Gatorade. It’s campaign, ‘Nothing Beats Hima’ pays tribute to sprint runner while building on brand’s belief that sports performance is driven from within. Gatorade claims that their formula has right amount of fluids, electrolytes and carbohydrates that will help ‘Dhing Express’ and other Athletes to rehydrate, replenish and refuel.
Hima personifies the spirit of brand through her persevering attitude and unwavering spirit to win. Gatorade fuels Hima as she sets out to achieve new accolades for country.

     4.    Puma : Puma through its campaign urges women to break the stereotype of ‘proper lady’ and be a ‘Propah lady’ instead – a woman who is whatever she wants to be. In the advertisement we can see Olympic boxer - Mary Com, International athlete - Dutee Chand, Bollywood actress – Sara Ali Khan and transgender model - Anjali Lama coming together to empower us and show how women are owing their stand and living unapologetically.
The idea goes around changing the notion that ‘women are empowering’ to celebrate the ‘empowered women’.

Google and Haier, both are such companies where endorsement by sports-athletes is not required. None of their products or services in any circumstances relate to Olympics but still they tapped the opportunity and created campaigns. Not only their campaigns are creative and experimental but are effective as well.
Brands are more keen on signing such stars who have previously brought laurels for the country as it is expected that they will bring medal for their country this time as well. Companies cash in on inspiring stories to catch the attention of masses.

Comments

Post a Comment

Popular posts from this blog

Luxury Stores and High-end Brands driving Jaipur’s Renaissance

Image
Picture Courtesy- 91 Degrees J aipur known for its inheritances, generation after generation has carried forward its royal decree. Traditional conservative market of Jaipur has grown to become deluxe market with the coming of luxe Brands and Stores. Heritage city is warming up to luxury, opening wealth of opportunity for brands to grow beyond Delhi, Mumbai and Bangalore. Recently, International brand ‘Sephora’ opened its Flagship store in Jaipur. They kicked off the launch with huge campaigning on social media under the name ‘#SephoraGoesPink’ .   Picture Courtesy- Sephora  Similarly, other sumptuous boutiques and stores such as Fanusta  and  Ellementry   have opened their stores in  Jaipur thus boosting Luxury Market. Jaipur is emerging among hot destination for Luxury as premium global Brands seek to reach out to the pockets of affluent buyers who are ready to spend on luxury labels. According to American Express of ...
Read more

Unboxing Fizzy Goblet !

Image
An ode to millennials; Fizzy Goblet was founded in 2014 by Laksheeta Govil. Since then it has managed to revive the beautiful silhouette of traditional Juttis and fashionable Kolhas, and give it a complete modern look. Recently, Fizzy Goblet opened their flagship store in Delhi on October 4 th 2019 at DLF Promenade in Vasant Kunj.  “ Delhi always struck a chord in my heart and influenced my design sensibilities, which is why I am thrilled to bring Fizzy Goblet to the city especially around this time of the year. ” Said Laksheeta. Other than their drop-dead gorgeous collection, what caught my attention were the ‘Invitation cards’ for the launch. Hut shaped invitations aptly represented the purpose as they looked like small version of store being opened. As the door of invitation is opened, a golden balloon is seen. As the balloon is popped, we find a miniature Jutti inside it. These invitations were sent out to all famous bloggers and influencers. Inv...
Read more

Culture, a marketing tool

Image
While watching a video on you tube, I came across an advertisement of Samsung Inverter Refrigerator. Being a student, refrigerator as a product didn’t grabbed my eyeballs. But still the advertisement worked its magic on me and I liked it, because of the cultural values it displayed. A beautiful mother daughter relationship was shown where mother still takes care of her working daughter like a child and daughter reciprocates it. It stated that nothing should come between the happy moments and the way mother takes care of her daughter, the same way refrigerator will take care of her mother. With increasing competition and growth of advertising sector, many companies have resorted to a common trend of using culture and our value system as a marketing tool. Consumption decisions made in the market cannot be viewed as an independent event- it is closely related with values and social relationship and cultural allegiance. Therefore, companies portray the culture of country, in ...
Read more