While one would agree that there are many young and popular celebrities that endorse numerous brands, but there is also a bitter truth that many consumers of these advertisements cannot really connect the celeb with the brand. The fact being that there are far too many celebrities endorsing more than one brand. But every once in a while a brand manages to get a rare celebrity that makes one wonder why he or she has been used and also many a times creating a lasting impression.
Remember the ‘aam aadmi’ Irrfan Khan in the Vodafone TVC or Konkana SenSharma endorsing Women’s Horlicks. Similarly, in a first of its kind, BBDO India has used Bappi Lahiri for PepsiCo India’s 7Up promo campaign ‘7Up sone ke nimbu offer’. The celebrity and the theme fit in aptly as on offer are seven golden ‘nimbu’ (lemons) for seven lucky 7Up drinkers, and Bappi da is well-known for his penchant for gold.
The TVC shows Bappi Lahiri in his trademark gold and being introduced in true Hindi film style. He is being interviewed by a female interviewer, where he shows his fondness for all things gold, be it gold cup, gold biscuit, gold fish, gold toothbrush, gold gym and his latest – his quest for the gold nimbu, which the 7Up promo is offering. Bappi da is seen gulping down the drink and looking under the crown to win the gold lemons. There is a message to consumers to rush and avail the offer before Bappi da manages to win this gold race. Not to miss is the two line song by Bappi da: ‘I am a golden man. You are my golden fan’.
Josy Paul, National Creative Director, BBDO India, explained, “While in January this year, we brought in the platform of ‘Mood ko do lemon ka lift’ for 7Up, we were looking to give an added push to the lemon connect. This is when we thought of the innovative promotional idea, which came out of many brainstorming sessions and also the idea of using Bappi Lahiri, who has not been used earlier by brands.”
He added, “The uniqueness of the promo fits in well with the persona of Bappi da. 7Up is a light and happy drink, which lifts one’s mood. The ad, too, brings a smile on one’s face as it plays on the humour factor.”
So, isn’t it a bit odd that BBDO has roped in Bappi Lahiri in an age where youngsters are face of many a cola brand? Paul explained, “More important than a young face is to have a refreshing attitude which will cut across cross-sections of people. 7Up is a young adult brand, and I think that using Bappi da has been a differentiating factor, and more importantly, he fits in extremely well with the theme. It is not about a young face, but more about the unique idea, which explains why Zoo Zoos (in the Vodafone ads) are so popular.”