It is imperative to transfer the image of a likely personality to a product like perfume to create a sensation in the marketplace. It is indeed a great idea of an Indian entrepreneur to launch Shh..., a perfume of premium category through the image-connect of Jade Goody, a UK TV celebrity, now famous in India, thanks to the Shilpa Shetty controversy.
It is essential for a product like Shh... to have a strong imagery effect to become saleable. Shh... may be a product without much content, but may ride heavily on imagery; hence, a strong celebrity back-up may help. The
fundamentals of the imagery effect are slightly different here. Creation of ad
for Shh.. will be different. As I understand from a senior ad personality in Delhi,
it is nothing but a bizarre state of mind. It starts with "Confusion"
leads to "Utter Confusion" and finally leads to the "Bizarre".
Consumers do not understand the content of the product, but are swayed by the
luring effect of strong imagery.
In
my opinion, if Shh...'s creativity and a little bit of "sensuality"
is used it may allure the new generation of young customers who feel everything
in this world is casual, nothing is serious. They feel sex is an integral part
of their life and sexual gratification is nothing new. People in this cluster,
may prefer Shh... because they may feel the imagery of the brand with celebrity
Goody's status-connect may enhance their lifestyle image. This is how people in
this category rummage more for status or image rather than the content. People
also look for a very strong image-connect. |
