Goldiee Masale has been investing large amounts of dollars in their ads seen on television across channels. The ending with a nice catchy tune.
They hired Salman Khan as their brand ambassador. But the question is Why Salman ? There came lots of questions in my mind, would you help me answer them ?
- Do we associate men with Kitchen and Masale ? Unless they are chef, right. So, then, wouldnt someone like Vikas Khanna or Sanjeev Kapoor be a better choice ? But then, they arent as popular face as Salman, right ?
- Does he cater to the right TG of the people who will buy Goldiee Masale or will be a key decision maker ? These would usually be housewives and moms of the house, who in general are more glued to the television sets watching soap opera (Hindi general entertainment). Would it then made more sense if key TV stars from leading soap operas should have been chosen as ambassadors. They would have been able to get multiple TV actresses in the same cost as Salman. May be , Goldiee Masale then would have been able to advertise Har Ghar Me , Ghar Ghar Me Goldie Masale :)
- Now, lets assume that the brand were keen on having a movie star itself and not TV stars. How about someone like Madhuri Dixit or Kiron Kher ?
I checked with more than a dozen decision makers within their TG, and unfortunately every single of them were not able to connect with Salman with Goldiee Masale. He seems to be a force fit, just a known face, thats it.
The brand isnt playing with Salman's key traits. As a marketer I feel thats where many brands are going wrong. Ads are no more a Role-Play game. Imagine Amitabh Bachchan playing a role of a driver in an Uber ad - that just doesn't connect. It sounds fake.
Do share your thoughts ?
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