Robert Brault once said, "In childhood, we yearn to be grown-ups. In old age, we yearn to be kids." And this very fact has been applied creatively in the latest commercial of the Zoop range of watches from the Titan stable. (Now don't ask me who was Brault. I took his quote because it complimented the ad and gave a nice start to my post)
Titan had its presence in the kids watch market in the late 90s and early 00s under the brand name 'Dash'. I'm sure we all would faintly remember either snobbishly flashing our new Dash watches or crying in a more irritating manner than Anandi of Balika Vadhu to make our Ma-sa's and Bapu-sa's buy us a Dash. 'Be a star!' was the tagline of Dash. But Dash was discontinued by Titan due to various reasons, some of them being fading colors and inability to withstand rough handling.
Before 2008, Titan had its presence in all consumer segments except for children. But with the vision to address the requirements of all consumer segments, Titan revamped its 'Dash' brand and launched 'Zoop' watches, targeted at children in the age group of 6 to 14 years.
Zoop was launched in 2008 in 8 cities, and was promoted through various Below-The-Line activities. However, Titan has recently come up with the first ever TVC of Zoop, and they are planning a 360 degree marketing approach for the brand.
LOOK : The ad looks smart and funny. Children will love to watch it again and again.
CONTENT : Children today are the biggest wannabes ever. At the age of 12, they try to imitate the trends and styles of the youth and young adults. And this commercial brilliantly displays their attention seeking over - smartness. The kid, who's dressing up like a teenager with hair gel and glares and all, notices that all he lacks is a funky watch. He then efficiently outsmarts his elder brother to get his watch.
CASTING : The people in the ad world, I believe, are more flawless in their casting than those in the movie world. In this commercial too, the little kid will very much remind you of a younger brother.
CONNECT : As I mentioned earlier, the ad will strike a chord with all the children, and they would love to watch it repeatedly. The communication of the Brand Proposition of 'Be a Star' has been done in an excellent manner.
OVERALL RATING: 3.75 / 5
Although this ad is pretty simple, and does not have any factor in it which makes it oustanding, I believe it will be one of those highly effective ads that will stir the kids' curiosity and hence demand, leading to a good turnover for Zoop.
1 ad-judications (comments):
a very mediocre add i must say....i still wonder whether it will strike a chord with the kids....
its that same typical way of portraying a skool going kid with all spiked hair and that typical hip hop look.....and pretty dumb too....no one will fall for such a kind of prank...
i expected better from titan....given that their fast track commercials are actually good....they actually captured the youth essence in them.
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