Posted:
http://m.economictimes.com/magazines/brand-equity/made-in-india-merc-goes-emotional-in-new-ad-jaguar-places-kareena-in-the-fast-lane/articleshow/39234096.cms
"... While the Jaguar XJ is not in the same car segment, around the time Mercedes released its campaign, the Indian owned Brit car brand launched 'How Alive Are You?'. The commercial features Bollywood actor Kareena Kapoor in the Jag's backseat. She gives us a lesson in style as she caresses a leather arm rest in the same fashion Mr Bigglesworth gets a stroking. She rests her weary head on the adjustable rear seat and stretches her limbs as far as the dash while a conspicuously absent chauffeur navigates a deserted metropolis.
We asked a neutral viewer from out of town, we traveled very far, indeed, what he thought of the two commercials. Grey Brasil's executive creative director Daniel Perez Pallares, says, "The Mercedes spot makes an emotional relationship between people and the product. The Jaguar commercial speaks only of the product, it's too aspirational and pretentious."
But marketing consultant Harish Bijoor has a more forgiving view, "For Kareena this is a step up in the rankings of brand endorsement. However, I would have liked to see her in the driver's seat, rather than in the back. Her persona would have done justice to that, and would have made it all that much more contemporary and gender-corrected. Not to speak of class-corrected."...
"... While the Jaguar XJ is not in the same car segment, around the time Mercedes released its campaign, the Indian owned Brit car brand launched 'How Alive Are You?'. The commercial features Bollywood actor Kareena Kapoor in the Jag's backseat. She gives us a lesson in style as she caresses a leather arm rest in the same fashion Mr Bigglesworth gets a stroking. She rests her weary head on the adjustable rear seat and stretches her limbs as far as the dash while a conspicuously absent chauffeur navigates a deserted metropolis.
We asked a neutral viewer from out of town, we traveled very far, indeed, what he thought of the two commercials. Grey Brasil's executive creative director Daniel Perez Pallares, says, "The Mercedes spot makes an emotional relationship between people and the product. The Jaguar commercial speaks only of the product, it's too aspirational and pretentious."
But marketing consultant Harish Bijoor has a more forgiving view, "For Kareena this is a step up in the rankings of brand endorsement. However, I would have liked to see her in the driver's seat, rather than in the back. Her persona would have done justice to that, and would have made it all that much more contemporary and gender-corrected. Not to speak of class-corrected."...
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