Likhte likhte..love ho jaye.The mast mast svelte Raveena Tandon swings her ooh-so-perrfect hips and teasingly brushes the rotomac pen against her silken smooth cheeks.Back in 1995,that single visual was enough to induce the intention in us hapless teens,to switch from the perfectly functioning Reynolds 045 ball point pen to this new entrant in the market.
Cut to 2010.”Aur kya sir?Likh kar Far denge!”So says the new age angry young journo(not a man,no way) as he promises to bring down the politician in true Modi-sque(read Jaago Re)style in the latest Rotomac pen ad.Sigh.My mind rushes back to the innocent(and sexy) Raveena ad 15 years back-when this adulteration of the idea of the Gen next,or the understanding of the needs-wants were no where there to be felt.The pseudo marketer in me tries to compare the 2 ad-s-which one is more capable of arousing an intention to buy in the mind of the TG(hee hee,couldn’t resist this)Ok,the TG of 1995,was aroused enough(pun fully intended),to try this new brand while divorcing the faithful and wonderful Reynolds-so much for loyalty to the Reynolds brand.
The current TG is not so sure of switching-at all.May be the reason varies from 1.having too many options in the marketplace today;Linc,Parker(it was present back then too,but is a lot more affordable now),Cello etc; to 2.being more prone to using the keyboard than a pen for writing stuff and many more.
Still the understanding that stays with me is-this brand evolution is not too welcome-at least in the case of the ‘Non-size zero Bollywood heroine loving male’ TG(now that’s a segmentation!).and let me tell you-that is a number the brand manager will ignore at his/her own peril.
Likhte Likhte..love happened.And we are living happily ever after.