Ad mad world
Arather interesting fascination has engulfed the Indian ad market. Firang models are being used like never before. Be it Katka in a Maruti Zen ad, Liya in a Citizen ad, Kora in Tanishq and Wills Lifestyle, Ilene in a Lakme ad, Francesca in Emami and Bacardi ads, Agnes in Trendz ad... the list is endless. Firang models are ruling the roost. However, what came in as a surprise was when the home-grown LIC kicked off a campaign with a foreign model. Those who are on the bandwagon obviously find just everything right about the trend. Those who are not think the concept is 'naive.'
Ajinkya Firodia, general manager, marketing, Kinetic says, "Foreign models for used for premium products. It gives an international look to the campaign along with positioning the product as one with international appeal," he mentions. Noted ad-man Bharat Dabholkar, who earlier had the LIC brand, however disagrees. Says he, "It is not correct for all Indian companies to use foreign models. It alienates a section of the Indian public."
Why are companies then resorting to this trend? "To give an international look to their ads," repeats Dabholkar. And using firang models has not been a new concept either. Back in the 80s Lisa Ray was very conspicuous in the Vimal ads. Monte Carlo was another brand that first gave an "international look" to its ads. With a foreign sounding name and foreign models to go with it, most mistook it for an international brand. Few knew that it was a brand extension of the very desi Oswal group. But what was a mere ripple earlier is a full blown wave now.
Priti Nair, creative director of a leading ad agency, who has designed campaigns with foreign models, goes on record stating that it is cheaper to shoot with foreign models when shooting abroad. Also, they definitely give a global look to the ads.
gaurav.thakur@timesgroup.com
Ajinkya Firodia, general manager, marketing, Kinetic says, "Foreign models for used for premium products. It gives an international look to the campaign along with positioning the product as one with international appeal," he mentions. Noted ad-man Bharat Dabholkar, who earlier had the LIC brand, however disagrees. Says he, "It is not correct for all Indian companies to use foreign models. It alienates a section of the Indian public."
Why are companies then resorting to this trend? "To give an international look to their ads," repeats Dabholkar. And using firang models has not been a new concept either. Back in the 80s Lisa Ray was very conspicuous in the Vimal ads. Monte Carlo was another brand that first gave an "international look" to its ads. With a foreign sounding name and foreign models to go with it, most mistook it for an international brand. Few knew that it was a brand extension of the very desi Oswal group. But what was a mere ripple earlier is a full blown wave now.
Priti Nair, creative director of a leading ad agency, who has designed campaigns with foreign models, goes on record stating that it is cheaper to shoot with foreign models when shooting abroad. Also, they definitely give a global look to the ads.
gaurav.thakur@timesgroup.com
