Campaign : Sachin Cloned
Brand : Reynolds Racer Gel
Company : GM Pens International
Agency : Maitri Advertising
Works
The Campaign
The new TV commercial revolves around the hunt for the real Sachin Tendulkar. The commerical begins with the dilemma over the creation of Tendulkar?s clone posing a problem in identifying the ?real? Tendulkar. This predicament is sought to be solved by a precocious kid who tests the two (cloned and real one) with an autograph and waterproof test. The solution is that the ?real? Tendulkar uses Reynolds Racer Gel Ink that does not smear when in contact with water while Tendulkar?s clone and his signature dissolve when water is splashed on it.
Our Take
This is the fourth film in the waterproof series and the third with Sachin Tendulkar. The commercial has taken a problem solving approach, which will appeal to the inquisitive mind of children. The earlier film formats too used a problem solution approach with a clear demonstration of the unique benefits of waterproof ink.
GM Pens has used Sachin Tendulkar since he connects with the youth in a unique, dependable way, the way in which a Reynolds pen would like to connect with its core customers?school kids. However, the solution is a little far-fetched, though in all probability, it may amuse kids. And Tendulkar himself is a delight to watch, not just on the pitch but off it, too, a fact that GM Pens have capitalised upon.
Ratings
*****