BY ALI NAQVI –
To have Sania Mirza and Shoaib Malik in a TV commercial is considered a recipe for a successful marketing campaign. Well, is it? In fact celebrities do matter when it comes to brand endorsements. What matters most is the brand message itself. Most brands while giving full exposure to the star power of a celebrity tend to neglect the core brand message and the value of creative communication.
Asia Ghee in its latest TV commercial does well to make use of Sania Mirza and Shoaib Malik without losing grip on the creative theme of the advert. Developed by Naeem Ahsan, Creative Director at Harper Flux, the communication brings Cricket, tennis and Asia Ghee together with the bond of love.
The concept is very strong based on the insight that cricket in Pakistan is played with the tennis ball. Tennis and cricket are indispensable for each other just as Shoaib Malik and Sania Mirza are made for one another. The idea is linked with the brand creatively and seamlessly. Our love for cricket and taste for food is represented by Asia Ghee, a brand that stands for the taste of love.
Asia Ghee Mills was established in 1997. It faces a tough competition from brands like Dalda, Sufi, Habib, Kashmir, Shaan and Meezan. With the current communication Asia Ghee gets everything right to take on the competition. The production of the TV is good, the concept is spot on, and Shoaib and Sania look perfect.
The cricket season is on. With Shoaib Malik part of the playing eleven, the brand could get maximum mileage out of this TVC during ICC World Cup. This time most brands with huge marketing budgets including Pepsi and Coca-Cola have not made communications based on cricket. Asia Ghee with a well thought out TVC should seize the moment by hammering the communication with effective media strategy.