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Ad Review: Electrolux – Sonam Kapoor demonstrates the art of multi-tasking

16-November-2010
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Ad Review: Electrolux – Sonam Kapoor demonstrates the art of multi-tasking

The new TVC for Electrolux focuses on the user-friendly appliances that are so simple to use that one can easily multi-task. It features actor Sonam Kapoor, who is shown as a modern day woman who is able to accomplish several tasks at one go, thanks to the Electrolux appliances.

Client: PE Electronics Ltd
Brand: Electrolux
Agency: Mudra
Medium: Television

The Brief:
Commenting about the brief, Sajeev R, Chief Operating Officer, Electrolux, PE Electronics Ltd, said, “We have recently signed on Sonam Kapoor as our brand ambassador, since we believe she is the prefect fit for Electrolux. This is the first time that the brand has engaged an ambassador. Our new advertising campaign focuses on Electrolux’s core brand promise to give women the freedom to accomplish their dreams and aspirations by making her routine tasks extremely simple and easy to perform with the range of cutting edge products.”

The Execution:
Prajato Guha Thakurta, Creative Director, Mudra, said, “We were looking for something that would make the brand and Sonam Kapoor complement each other. The effortless way in which Sonam goes about doing her household chores while never taking her eyes off the script she’s reading goes on to show the amazing way in which Electrolux home appliances complement the lifestyle of the modern day multi-tasking woman.”

The Final Product:
The film opens with Sonam Kapoor reading a script. She goes about doing her daily household chores in a hassle-free manner while she continues reading the script. She multi-tasks – bakes a cake, makes pasta and washes her clothes by simply pressing a button. By the time she is done reading the script, the household chores are also done. She exclaimed, “Amazing”. The voiceover says: “Now you can be even more amazing with Electrolux.”

Xpert Comments:
Commenting on the ad, Prathap Suthan, National Creative Director, Cheil Communications, India, said, “Well, good attempt to put everything that Electrolux makes in one environment. Well shot, etc. Not in your face. And Sonam, the actor, obviously and blindly knows what buttons to press, while she amazingly walks around reading a script. But besides that, you and I don’t have a compelling reason to believe and buy the brand. What’s the benefit to the consumer? Pray tell me? The fact that things were arranged so conveniently around the house? Any brand would have fitted into that plot. Or the fact that Sonam knew how to bake a cake, make Italian, wash clothes, and switch on the aircon, without taking her eyes off the script? So what were they telling us? That Sonam is a whiz? Or that the appliances magically knew how to respond to her touch? Come on. I know creative liberty is our freedom, and freedom is our birthright, etc., but what is the brand in all this? I personally think that a lot of money has vanished into thin air. At best, it’s a forgettable commercial. I don’t hate it, but I can’t find a reason to justify why it was done.”

Our Take:
The new TVC for Electrolux conveys the message in a simple manner, but doesn’t stand out. The idea is not out-of-the-box in any way, but the message gets delivered loud and clear that Electrolux appliances are easy to use.

 

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