AGENCY : Grey World Wide
BASELINE : Passion to Perform
DESCRIPTION: Sunil Gavaskar is watching a bunch of k
ids standing (in school uniform) in front of a confectionary with watery mouths and choosing pastries that they desire to relish. Cut to this, he is shown treating the kids to their desirable pastry in a way celebrating life. Sania Mirza standing at the terminal next to the empty conveyor belt waiting for her luggage to arrive when she suddenly goes shopping. We see Gavaskar sitting at an ‘Annual Charity’ auction house, when surprisingly he is picked as the highest bidder, all thanks to Deutsche Bank Credit card, which added hyperpower to their pockets.
4Ps TAKE : Rolling on the powerful punch line ‘A passion to perform’, Deutsche Bank conveys the message of making their service localised by roping in the veteran Sunil Gavaskar and the vibrant Sania Mirza as its brand ambassadors. The ad also pronounces benefits to the modern Indian consumers with their invaluable service. It also strongly conveys the message, that is, the power of plastic money enjoyed by the new-age Indians, which is ready for celebrating life, expecting the unexpected and is prepared to meet the challenges, which pop-out as surprises. After Rahul Dravid worked wonders for Bank of Baroda, Big B and SRK did the same for ICICI, Gavaskar and Sania Mirza are all set to remind all what is known as a ‘celeb-punch’!
For Complete IIPM-Article, Click on IIPM-Editorial Link
Source:- IIPM-Business and Economy, Editor:- Prof. Arindam Chaudhuri - 2006
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