Campaign: Live Your Way
Brand: Gold Fogg
Company: RZ International
Agency: Hats On Advertising
The film shows the protagonist played by Jacky Bhagnani creating a circumstance, aided by Gold Fogg energy drink, to get his parents out of the house for the evening. The home-alone scenario sees Bhagnani call over his partner, played by Sunny Leone, for a date while they have the house to themselves for the evening. The ad film concludes on how the concept of energy is different for different people.
Bizarre. Yes, that’s the word that comes to mind on being subjected to this one. The ad, from the word go, screams out “mass appeal”, although the appeal bit is rather questionable. And at some point, of course, you realise that Gold Fogg is not related to the Fogg chal raha hai Fogg deodorant in any way. You then realise the product is an energy drink. And of course the film has Sunny Leone endorsing it so you assume maybe the brand will opt for risqué communication. But that doesn’t happen. We are not sure if it should or should not have been done that way. On the execution level, the production values have immense scope for improvement.
The creative reminds you of cheesy Bollywood movie plots. Nitpicking aside, it’s a maiden campaign looking to break into a market full of players that have built up a reputation over the years. The relatively ‘new’ Gold Fogg needed to do something to be talked about. A campaign featuring Sunny Leone will get you conversations, a quick fix technique if you will.
We are not however clear on what the drink is about. It’s an energy drink. Sure. But what about it? What’s the differentiator? The creative does not address why a consumer would opt for Gold Fogg over, say, a Red Bull.
Not sure about you, but we are definitely switching off when this one plays on our screens next.
My initial thought is that it is trying to do too many things in one ad. This is a maiden campaign and there’s a Bollywood angle to it with song and dance. It has also taken a not-so-subtle dig at the market leader in the copy. The positioning and original idea seem to be a bit lost with the filmy routine. You are left with multiple messages but no one message that sticks out.
— Mark Mcdonald, senior creative
I didn’t find anything new. A brand launching a new energy drink in the market needs to at least sound fresh in its approach and strategy. To get the youth bracket attracted, the film features Sunny Leone. For example, Glucon-D is also an energy drink. But its communications have had a clear objective being addressed, unlike in this case.
— Santosh Padhi, co-founder and CCO, Taproot Dentsu
The ad seems more like a cliché from the late ‘60s or early ‘70s. It comes across as an ad that wants to be bold but at the same time is stuck in the late ‘60s representation of attraction. The ad has utilised Sunny Leone to represent the brand but awarded her a role that could have been done by any other model.
— Dhunji Wadia, president,