As a child when we used to watch the advertisement of, then, popular ketchup brand comparing its contents with that of ‘kaddu sauce’, we did not know the half of what branding is all about. With age, once Maggi entered the scenario, everything else, including mama’s home cooked Chinese, seemed like a waste of time. Who would want to grind hours in the kitchen when all it takes is 5 minutes to gulp it down eventually? Plus we also used to get those small dinky toys with every pack of 6. Nothing beats that, right- especially, if its 1984.
Now if every deodorant brand makes women swoon over men like hungry dogs, jump of the skies or run abashedly with minimalist clothes on in the forests, isn’t that just a tough choice to make, then? Like there’s no other quality in men that women really seek. Plus, every innerwear claims that their product is all it takes to make men turn macho. What a load of fish! Now don’t even get me started on the condoms.
Fairness is obviously the oldest fad in the advertising world. Considering that our country is obsessed with the ‘fair & lovely’, that was one arena they knew they would always make moolah. It started more than 20 years back with women and once it was tried and tested on the guinea pigs, the spotlight moved over to the men. And if that was not all, they began battling it with the age factor too. No wonder when one first meets a new person in a party they blurt out, which anti ageing do you use? And that is to say, who really cares whether she’s still in her early twenties, if she must move in the upmarket social circles, she must use the product to qualify for Page 3.
We had not really recovered from the internationally drawn cola wars that we had our own brand war back home – for detergents! Now till date I have possibly used at least three different brands of detergent and all of them claimed they are the best, but naturally. None of these really showed any stark difference in the way my clothes turned out from the machine. More so, the only jasmine/rose I ever smell is in the pack itself, it never gets translated to my bed linen and my whites always stay white they never turn chalk! Am I doing something wrong here?
Talking about colas, even the two biggest grossers have so many varied kinds of aerated drinks that it’s impossible to pay loyalty to just one. I am not even a cola freak and still when I look at all kinds of people jumping off cliffs, over the rooftops or hanging off a helicopter it just makes me wonder…why would one want to show so much courage for a drink that’s proven to be a pesticide? Talking about that now, did you hear about the chicken used for McD burgers? Just breaks my heart to see how we’re all getting trapped in this whirlpool, more so the children.
Its amazing how these products build up on their statistics to target the younglings who will fancy anything from a chocolate to a milk supplement, from a snack to a toothpaste, from a fruit juice to children’s perfume. You say it and it’s all available for the children. No wonder every time you go groceries shopping you’re asked ‘what’s in it for me?’ And all you end up doing is buy more of snacks and goodies than pulses. Phew!
To get the brand loyalty, the companies would go to any lengths even if it means that every other toothpaste is ‘dentist ka sujhaya hua’. Some have laung, some have salt, some have….flourides like no other. I wonder who really qualifies them to be the world’s no 1, anyway. By the way the latest is the direct assault on the quality of Colgate (Strong Teeth- which is the brand leader) by Pepsodent Germicheck, which claims that their toothpaste is 130% better. It’s absolutely great that comparative analysis is completely legal if backed by evidence, but as a consumer I am left like a starved monkey in the cat fight.