Home >> Advertising >> Article

Aamir Khan comes up with some smart ideas for Monaco

23-May-2008
Font Size   16
Aamir Khan comes up with some smart ideas for Monaco

From a salty-snacky proposition, Monaco has gone nice and naughty with Aamir Khan and his ‘Dil Chahta Hai’ style cool and smart act. Conceptualised by Everest Brand Solutions, the biscuit brand from Parle Product Ltd has associated with Khan in a bid to re-position Monaco with more focus on the consumer.

Vipin Dhyani, Creative Director, Everest Brand Solutions, said, “Aamir fits perfectly with our communication strategy. He is a versatile personality and he has worked in almost all genres of films, be it a love story, comedy, action, etc. You don’t expect Aamir to do mundane things, since he is always on a lookout for creative roles. Monaco had a connect with Aamir in a sense that it brings out the brand wanting to be different from other products in the market.”

Currently, two TVCs are on air featuring Khan, who thinks up some ingenious ways to get out of sticky situations. The first commercial titled ‘Scratch’ shows three tired and sweaty sportsmen being ordered by their coach to do two more laps of running round the track. Seeing their plight Khan decides to take things in hand. When the coach approaches his car he gets a shock on seeing a huge and ugly scratch on his car that says ‘I love u’. The coach presumes it to be one of the sportsmen’s handiwork and begins to scold them. Khan then pulls off the offending scratch, which is actually a transparent sticker and all have a hearty laugh. Even the coach appreciates the joke.

The second commercial shows Khan and his friends trying to cross the road to reach a movie hall, but find their way blocked by a procession. So, the quick-thinking Khan instructs his friends to act as if they are holding a huge transparent piece of glass and move briskly through the procession yelling at people to make way as they are carrying the breakable stuff. The crowd gives passage to the guys who make it to the other side of the road and are on time for the movie.

Further commenting on the strategy, Dhyani said, “The new positioning shifts the focus from the product to the consumer. The consumer is now empowered to make light of things. The product is a mere endorser of this philosophy, which is a way of life. The humour is subtle and never at the cost of the others.”

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

With this partnership, Eros Now further enhances its distribution to the larger screen in India and then across Asia

The agency strengthens its portfolio winning the accounts of Lactalis Group’s Anik range, Germany’s Baby Sebamed, Wagh Bakri - Mili Tea, and brands from Emami Group

Sachin Jain says India is the third biggest market for the diamond brand, contributing 35% to its global business