'Give me Red' says a commercial in the early 90's of last century and positioned itself as one of the well known brand of yester years. The company is back again with a bang and a brand new condept of Pikapika which means light painting. With declining market of dry batteries, the young generations are slowly forgetting dry batteries these days. The market needed an eye catching add after long duration of 5 years. Y&R Rediffusion has done a great job with this advertisements!!
The aim of the advertisement is to use all the equipments which run on dry battery.So Shivaji Dasgupta branch manager Rediffusion Y&R Kolkatta decided to use a digital camera and led flairs that work entirely on the high strength batteries!! To clearly state this message, when ad begins there comes a caption stating that all equipments are working on high strength Eveready Ultima battery. Good attempt to connect with the target audience that is youth.
Stating views of bigwigs of advertising industry:
Naren Multani, films division head, McCann Erickson, says, “The execution route taken by Eveready has an uncanny resemblance to the Sprint Ahead commercial.”
Sainath Chowdhary of Corcoise has already approved the purpose of advertisements although he is bit skeptic about the story told in advertisements and says that message can be shown in some better way though.
Naresh Gupta of publicis says that the advertisments lacks a story to tell and it implored two message in it. First the basic give me red message and second that now eveready has a battery with more power.
Although sprint already used same approach to promote it's new range of product. So concept is not new but its introduction to indian market. All we hope to see some more pikapika & innovative promotions form Eveready!!
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