Exceptional.
Sab Miller has been a late entrant into the Indian beer market. The market leader Kingfisher has positioned itself as 'the king of good times' with its ads focusing on the young generation having a great time at parties and enjoying KF beer.
Now SabMiller has launched a TV ad for its Haywards beer. And i find it remarkable. Its about a typical day for a sales rep in India who earns little, depends on the very poor public transport network and often has to travel miles and miles to make his quota. The protagonist in this ad talks about his challenges, and his enthusiasm to rise again the next day, before the sun shines- and then to outshine the sun.
A remarkable way to capture the spirit of new India.
And as he returns weary after the day's work, he looks forward to his Haywards!
What a fabulous position for a beer- as an end of day way to relax! Really beats the pants off the party positioning of KF. Really classical marketing- STP- segment the market, target a segment and position yourself uniquely.
Brilliant. Really connects with me. ( I did the sales man grind!)
On another note, here is a link to a new campaign for Pepsodent toothpaste from Unilever in India. My only thought was, 'how the mighty have fallen'. Unimaginative- boring....and as appears to be the trend for Unilever in India, relying heavily and solely on the crutches of Bollywood superstar Shah Ruck Khan. The link is below.
http://www.dailymotion.com/video/xdflif_shahrukh-khan-in-pepsodent-ad-papa_shortfilms
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