NEW DELHI: Animation and advertising, separated at birth, seem to be pairing up to create an all-consuming on-screen culture. The animated model is fast replacing celebrities on the endorsement circuit. These blown-up “characters” are now selling everything, from cell phones and fizzy drinks to cough lozenges and air-fresheners.
Companies like Vodafone, Virgin Mobile, Reliance Communication, Coca-Cola and Reckitt Benckiser are using animation-based advertising to come through the clutter of celebrity overkill, make cost-effective ads and, in some cases, rejuvenate brands.
Coca-Cola is set to kick off a campaign for its lemon drink Limca starring animated characters, despite having popular model Sushma Reddy as the brand’s face. Vodafone’s series of ads using the eggshell ZooZoos pushed the who’s who of Bollywood A-listers, including Kareena Kapoor, Saif Ali Khan and Vidya Balan, promoting rival Bharti Airtel out of the spotlight.
ZooZoo became an overnight sensation during the Indian Premier League this summer. All 27 ZooZoo commercials were aired back-to-back on 15 channels recently. “The aim was to push the boundaries and create benchmarks of disruptive communication,” said Ajit Varghese, MD of Maxus, Vodafone’s media buying agency.
Virgin Mobile chose animation characters Pebbleheads to popularise its brand late last year. Reckitt Benckiser is using Mrs Raccoon for Air Wick air-fresheners and Mr T for Strepsils throat lozenges. Pebbleheads commercials made their debut with a 50-paisa offer late last year. “The Pebble World breaks the shackles which normal creatives could get confined to. It also helps us spin youth-relevant stories,” says Virgin Mobile chief marketing officer Prasad Narasimhan.
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Thursday, July 30, 2009
Animated Endorsers Turn Stars on Brand Screen
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