Chick magnet for the budget conscious

By: |
New Delhi | Published: October 9, 2017 11:54:09 PM

A new commercial by Set Wet gel looks to position hair gels as a cool product to score some brownie points with women, recycling the age old thought but with a strategic twist.

magnet, advertisement, IndiaMen in India are becoming increasingly fashion forward and conscious of their looks.

A new commercial by Set Wet gel looks to position hair gels as a cool product to score some brownie points with women, recycling the age old thought but with a strategic twist.

The  Ad

The TVC, through a musical narrative, shows Set Wet’s brand ambassador Ranveer Singh trying out the regular methods of styling like wetting the hair and sleek combing to garner attention from women at a party. However, when everything fails, he switches to Set Wet hair gel to transform his look. The new avatar helps him create a notable impression, catching the attention of the female protagonist with ease. The ad film concludes with the message, Sirf bal banane se impression nahi banta, bal style karke dekho.

Target  Audience

Male consumers aged between 18-24 years, SEC A, B. It targets consumers who are positively disposed towards styling but are not current users of gels.

Business  Objective

To establish the insufficiency of regular styling techniques and hence, urging consumers to embrace gels for styling their hair in order to make a lasting impression.

The  Appeal

Functional

Emotional

Sensorial

The storyline integrates the utility of the product effectively as it stresses on new-age hair styling products, which are easily available and affordable now. In his charismatic style, Ranveer Singh reflects the cool quotient of using the hair gel keeping the brand’s Sada Sexy Raho positioning going and also plays the part of the male TG that believes running a comb through hair or patting hair down with water is sufficient to make an impression. And he does all this in his unique quirky style.

Competitive  Edge

The straightforward communication, without a very aspirational build-up, is what gives an edge to this ad over others in the category. It appeals directly to its target audience in what seems to be a move to deliver instant messaging and drive quick sales, in a quirky and engaging manner.

Tone  of  Voice

Funny yet informative

Verdict

Men in India are becoming increasingly fashion forward and conscious of their looks. Thus, the men’s grooming category has started to boom in recent years. However, this has largely remained an urban phenomenon as young men in smaller towns prefer applying water to style their hair or combing/cutting it in a particular manner. This is also because many consider grooming products a luxury and thus, not a necessity. Therefore, Marico scores well with its unambiguous ad film with a clear focus on its target audience; kind of like a salesman whose sole aim is to ensure quick messaging and even quicker sales. But we are not complaining! The brand’s new communication aims to establish the insufficiency of regular styling techniques and focusses on why it is essential to switch to hair gels to make that lasting impression. A clear case of creating a need.

The ad is spot-on when it comes to execution, brief and performances. While the brand claims to be targeting SEC A and B, we clearly feel it is more skewed towards the latter — the attempt seems to be aimed at the middle-class ‘wannabe Ranveer Singh’. We wish the brand had placed more emphasis on the pricing though, since its cost seems to be an important driver of trials in non-metro cities. The `10 label that flashes onto the screen right at the end might be a blink-and-you-miss-it.

Rating:  6/10

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