RECREATING THE 'MAGIC'

The reason – a particular campaign of earlier years still ‘connects’ a brand with its target consumers rather easily, and it helps to also reduce promotional expenditure by nearly 10 -15 per cent, say experts.

Suvadip Ghosh Mazumdar, Vice President, Leo Burnett, said, “A winning ‘formula’ is often difficult to recreate and several brands as a result, are utilising elements from earlier campaigns to communicate with consumers.”

 It’s no surprise that Onida has reverted to its iconic jingle ‘Owner’s Pride’ in television and print commercials after a gap of nearly 15 years, while Asian Paints has once started using ‘har ghar kuch kehta hai’ after a nearly a decade. 

Gul Mirchandani, Chairman and Managing Director, MIRC Electronics, said, “We want consumers to be proud of our brand and our range of products.” MIRC will also be spending nearly Rs 50 crore for commercials related to this theme over the next few months, point out senior company officials.

Similarly, TTK Prestige has found the winning mantra with the jingle - ‘Jo biwi se kare pyaar, woh Prestige se kaise kare inkaar’ after more than a decade.

Striking a similar view, Jagdeep Kapoor, managing director, Samsika Marketing Consultant, said, “It is often the easiest way to ‘talk’ to consumers from different generations with a ‘jingle’ that is already well accepted.”

Formula for success

Advertising professionals highlight that while consumer brands may reuse taglines, but the emphasis has to be on ensuring the relevance of themes to consumers whose needs have become complex, over the years.

As a result, TTK Prestige’s latest television commercial features Bollywood icons Abhishek Bachchan and Aishwarya Rai enjoying their meal together made from this brand, while Asian Paints has a young couple upgrading their home and it is not too different from the bride’s parental home.

Amit Syngle, President - Sales and Marketing, Asian Paints, said,”Over the years we have tried many ‘strategies’ to connect with consumers, but this tagline has an ‘emotional’ bond with our consumers.”  

It does appear that ‘old wine in a new bottle’ can help marketers to reach new consumer segments, at a time when spending patterns are rather sluggish.