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product attributes, as finally these are supposed to be unhealthy products by their nature. Hence
you are left with the option of emotional connect to position your product.
The competitor, Rajnigandha Pan Masala is playing on the pride space with its campaign Muh me
Rajnigandha, kadmo me duniya. Shauq' is the differentiator that was waiting to be owned, and
has a seamless fit with the product and the category; hence, the positioning.
Now, does the campaign justify the positioning?
The brand has rolled out the TVC part of the campaign featuring Manoj Bajpai (as nawab) and
Jameel Khan (as muneem). The story revolves around an extremely particular nawab who likes
things just so: like getting his newspaper ironed so there isnt any crease on it, using German
binoculars to spot beautiful women, getting Queen Victorias bicycle to ride around on, and
choosing Pan Vilas for his pan masala.
What could be the better option to portray the concept of shauq than nawab? I must say great
choice of the concept for TVC. Also it is breakthrough from boring and repetitive pan masala ads.
Also this concept can be extended to link the product with different other shauqs of nawab.
The TVC would help to pull the new consumers towards the brand. According to me it would
beneficial if they concentrate more on the promotions at the point of purchase. It would be
helpful to attract consumers from competitor brands. The reason behind this is the consumer
behaviour wherein the consumer goes to pan-bidi shop and directly demands for his regular brand.
Here you can remind him about new brand as he might be exposed to the TVC and he might think
of trying your brand.
Kya kare shauq badi cheez hai.