The first ad to be reviewed in this review series is of a product that has been around for many years, and is a very popular snack. I am talking about Maggi, a brand that faced a virtual wipe-out from the Indian market till a few years ago when it reinvented and re-positioned itself to grab leadership in this segment. And once Nestle had things going for their Maggi brand, they started to experiment.
The rice flavoured noodles which this commercial tries to sell is a new member to Maggi's expanding portfolio. The ad features a teenager bringing the new rice-based Maggi noodles home, and the mania that follows. So has this ad worked? Lets find out.
As with all maggi ads, the message is very clear in this ad. The target consumer group is also shown from the teenager to the grandmother, which is quite vast. And with the noodle pack being shown as a replacement to Rice(that it targets to replace) the relevance of this ad is spot on.
Relevance: ****
Now, there isn't much of a head required to understand what is going on in this ad. It is a simple and clear message by Maggi to its consumers that a new flavour is launched, and it must be tried. Simple, effective and easily understood by the consumer.
Acceptance: ***& 1/2
With the earlier Maggi ads showing the entire family going ga-ga over a pack of noodles, this one isn't much different. There is a family, and one by one everyone is driven to a "mania" by a pack of noodles. So as far as freshness of concept goes, this ad scores poorly.
Freshness: * & 1/2
The ad makes sense for the product it is trying to sell. But to me, it does not make a lot of sense making a noodle ad with people shouting mania mania all over the place, and doing a pathetic dance around a pack of noodles. It must be noted here that I am not a big fan of the Maggi "Sambar" flavor ad either, where a Sardarji goes nuts over a pack of maggi. The only Maggi ad I liked was not in the noodle segment, but in the soup segment. Very silent, and very very relevant. If you are going to make a noise, either have a lot of nonsense around it, or try to be a little quiet.
Nonsense Factor: ***
Of course with the so much mania being shouted around the place, the audience is expected to retain a little bit of it in their heads when they go out to buy a pack of Maggi. It must be said that out of the ten odd times I tried to watch this ad completely on TV, my hand switched the channel instinctively as soon as the ad came on. This ad is really irritating, and completely forgettable. The worst part is though, it manages to stick around in my head convincing me that this is a product I should skip.
Recollection Factor: ***
So, has this ad worked? No. Maggi could have had a better job done with this ad. The ad is boring and drives the guy watching it nuts. Most people would like to change channels the moment this ad comes on air. Like I do.
The verdict for this ad? Well, it doesn't seem to work the way it should. In my opinion, consumers won't be drawn to buying a pack of rice Maggi just by this ad. And so, the ad does not serve the purpose it is made for.
Overall Rating: **
Do let me know your opinions on this ad, and which ad would you want reviewed next.
Till then...
P.S. Find the maggi ad on youTube here
The rice flavoured noodles which this commercial tries to sell is a new member to Maggi's expanding portfolio. The ad features a teenager bringing the new rice-based Maggi noodles home, and the mania that follows. So has this ad worked? Lets find out.
As with all maggi ads, the message is very clear in this ad. The target consumer group is also shown from the teenager to the grandmother, which is quite vast. And with the noodle pack being shown as a replacement to Rice(that it targets to replace) the relevance of this ad is spot on.
Relevance: ****
Now, there isn't much of a head required to understand what is going on in this ad. It is a simple and clear message by Maggi to its consumers that a new flavour is launched, and it must be tried. Simple, effective and easily understood by the consumer.
Acceptance: ***& 1/2
With the earlier Maggi ads showing the entire family going ga-ga over a pack of noodles, this one isn't much different. There is a family, and one by one everyone is driven to a "mania" by a pack of noodles. So as far as freshness of concept goes, this ad scores poorly.
Freshness: * & 1/2
The ad makes sense for the product it is trying to sell. But to me, it does not make a lot of sense making a noodle ad with people shouting mania mania all over the place, and doing a pathetic dance around a pack of noodles. It must be noted here that I am not a big fan of the Maggi "Sambar" flavor ad either, where a Sardarji goes nuts over a pack of maggi. The only Maggi ad I liked was not in the noodle segment, but in the soup segment. Very silent, and very very relevant. If you are going to make a noise, either have a lot of nonsense around it, or try to be a little quiet.
Nonsense Factor: ***
Of course with the so much mania being shouted around the place, the audience is expected to retain a little bit of it in their heads when they go out to buy a pack of Maggi. It must be said that out of the ten odd times I tried to watch this ad completely on TV, my hand switched the channel instinctively as soon as the ad came on. This ad is really irritating, and completely forgettable. The worst part is though, it manages to stick around in my head convincing me that this is a product I should skip.
Recollection Factor: ***
So, has this ad worked? No. Maggi could have had a better job done with this ad. The ad is boring and drives the guy watching it nuts. Most people would like to change channels the moment this ad comes on air. Like I do.
The verdict for this ad? Well, it doesn't seem to work the way it should. In my opinion, consumers won't be drawn to buying a pack of rice Maggi just by this ad. And so, the ad does not serve the purpose it is made for.
Overall Rating: **
Do let me know your opinions on this ad, and which ad would you want reviewed next.
Till then...
P.S. Find the maggi ad on youTube here
8 comments:
Hi,
How about the new ICICI Prudential ad "jeete raho". It is a very different ad in the sense that it showcases a housewife looking after financial matters. Will wait for the review :D
Hi, I completely disagree with the negative review of this ad, but then again everyone is entitled to their opinion. I think this ad is pure genius and probably one of my favorite of all time. It's perfectly edited, and I just love the wide range of expressions on that boy's face. Everytime I hear the ad on tv, I run to come watch it! Totally makes me wanna buy the product.
@deepika: thanks for the suggestion...the review will come up soon :)
@bhavna: its good to know you like the ad...do keep visiting and reading more of my ramblings
You write very well.
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