Indian Advertising Ki AC Ki Taise!

Does a mere depiction of a rural setting in a TVC equip brands to reach out to the rural markets? Well, for a Coke an Amir Khan from the Hills as a Kancha to the Jat in the Punjab fields, it perhaps does. It also works brilliantly with a Hutch talking about everybody in the family tree and saying ‘Ab Rishton Ko Milon Mein Mat Naapo!’ Perhaps not, if you one’s selling an AC. With a setting and storyline that is nothing short of mocking the plight of the poor. Indeed a very juvenile act in Indian Advertising. From the brilliant positioning of Acs with IQ to the current India Ka AC, things have gone a little awry for the brand. A simmering debate on agencyFAQS would has just three odd who think it’s really an ill fit with TG while the rest purport that this is the beat thing to happen to reaching out to the Rural India. A few quick facts on the purchasing power of the Small town and Rural India and the general awakening to this goldmine of market must have made the brand guys agree to be bottled by this TVC. But hey, remember, power-cuts and increase in power tariffs still remains a major barrier in the first time purchase. So perhaps, the AC with IQ idea where the brand explained how it consumed, less electricity was a better positioning to explore even while going rural. The ad might work on the swadeshi plank but let’s not forget, BJP is out of power right now and anyways, buying an AC is not a matter of national pride in any case. There’s a lot that is at work when you expect someone to buy it in this newfound target market. The purchase is a matter of pride before anything else. Thus, primarily driven by aspiration. Having an AC in the house makes a housewife scale up the ladder in peer perception. Gifting one to the daughter does the same. So, while an Onida says, ‘at 48 Degrees if your AC doesn’t cool, its just a cooler’, and other claim other things, Voltas is happy with Indai Ka AC. India ka Dil. Don’t forget India is also concerned about its bill. So pricing would be crucial.