Wednesday, April 15, 2009

Whose side is Aamir on?


After being showered with an anonymous number of one sided advertising messages, it is quite a refreshing relief to come across a uniquely designed two sided message broadcasted by Tata Sky satellite services with their brand ambassador – Aamir Khan. Cleick here to view the Ad.

Aamir Khan’s portrayal as an old sardar, who is quite disturbed by his son for the lack of concern showcased towards his Dad, is seen cursing and blaming Tata sky satellite services – “best quality picture provider” for his son’s behaviour. A two sided message, generally communicates both the negative and positive attributes and experiences of a product and a one sided message is seen showcasing only positivistic images. This ad personifies uniqueness in the way the two sides have been shaped; as Aamir’s negative feelings about the product is only a reaction to the exceptional features that the product exhibits (positive). Now, consumers might be speculative of this ad arguing as to the audacity of a company to communicate something negative in its communication. However the fact that it is a one of a kind advertisement, with Aamir Khan’s exhibition of fantastic acting skills, this message will work well with the masses. So it looks like Aamir is on the side of Tatasky itself.


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