Saturday, March 27, 2010

Save our Tiger's Commercial

A very fine initiative by India’s leading company Aircel to save the tigers have taken the advertising world by storm. A very noble cause, an initiative that should have been a long time back, especially when there were more than 1411 tigers left. The problem that I have with this campaign is nothing but a very trivial matter. But as a marketing student I would really like to bring it up.

The advertisement shows members of the Chennai Super Kings team MS Dhoni and Suresh Raina bringing to light, the plight of the 1411 tigers left in the country. But would audience connect to this plea. I know this is the IPL season and they are going to be the most visible and talked stars right now on the television media. But really cricketers endorsing a social cause is a little hard to digest.

A better and more effective way out would be someone from the environment front, a Shashi Tharoor or even a Mrs. Azmi would have been much more effective. Because the moment people see them it reminds them of standing for a cause. Such is the demeanor of such powerful individuals. A Mr. Bachchan would also been effective given the father like image that he has created with his on-screen charisma.

Here in this advertisement we could get confused signals, I mean yes everybody understands what they are about to say but Dhoni rooting for a cause just when he is leading his side to defeat is a little difficult to digest. Anyway we can only generate opinions and debate about what is right and what is wrong, but we need to have a close look at a grave situation here, that is the dwindling number of tigers in our country. I am happy Aircel has understood its Corporate Social Responisbility and acted accordingly. And I would urge more such campaigns taken up by different Corporates to make India a better place to live in.

1 comment:

  1. pretty interesting observations! but a dhoni has more reach than a tharoor or azmi. You will be surprised there are mallus who dont know tharoor - so you can well imagine how would other states people will relate to him. In that way Dhoni, does seem a safer bet. However, I feel the entire campaign just too filmsy!


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