Monday, June 03, 2013

When Ads Speak The Truth

Kudika vendam, appadiye sapiduven! 

Translates to I don't want to drink, I will eat it. That was the legendary line from Horlicks' ad.  

For a matter of fact, I myself preferred eating Horlicks as a kid rather than drink. I am sure many of my generation also used to do the same. It was more delicious that way. And the ad was not far from the truth. Not many ads can boast of capturing the true essence of what the product or service does? 

Last week, Indiblogger organized a bloggers meet in Chennai - The Ambi Pur Experience (). Though my blog is listed on Indiblogger, I have never been to any of their previous blogger meets, despite wanting to. Sabbatical and a nudge from a good friend, I found myself at the meet.

How many remember the Ambi Pur ad? It is a blind test conducted where people are made to sit in a car and share their experience about the perfume and how they felt. What the participants don't realize is that they are sitting amidst a mini garbage dump set up in the car. They are shocked to find that despite such filth the car smells fresh and nice.

If you own a car you know how cars can become smelly and unbearable to drive. My search for a good car perfume has never been successful. There are so many brands, some known and otherwise. I have tried few, including the previous Ambi Pur model. But never been satisfied with their performances. After sometime, one just doesn't feel the perfume.

The blogger meet replicated the blind test ad for the bloggers, more than 200 of them that day. I was eager to experience the brand promise. And I must say I was sweetly surprised to find the ad true. The car was filled with bad odor emanating sources like a shoe, plates with stale food...but the car smelt fresh. Later on a representative from P&G explained how the company had not only worked on the formula of product for great experience every time you use it but also how the design of the product has been changed to make it more effective.

I came back from the meet after collecting the complimentary pack of Ambi Pur Sky Breeze, one of the five variants available.

But then I prefer only camphor to keep my car fresh, nowadays, and didn't want to change that. But that Ambi Pur was so effective, I fitted it into the window AC in my bedroom, as suggested by the P&G representative.

I was not sure if the Ambi Pur would be effective considering the room is much larger than the size of a car. But then I switched on the AC and the result was instant. The room was smelling great. In fact it remained so for quite a while even after I switched off the AC.

Planning to try other fragrances.

Thanks to the blogger meet, as a customer I found a good product that delivers on the promise and as a marketer an ad that captured what the product delivers.

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