Recently I saw this new ad of Chlormint featuring Salman Khan.
Chlormint has been known to bring out good ads always with the famous line “Hum Chlormint Kyun Khate hain ?”.Everybody seems to enjoy it.But whats with this new ad,“Bina tayari ke Dobara mat poochna!”
The Ad is ok(rather its good) but when you watch the ad no one can stop himself from comparing it with The Halls Ad featuring Vinay Pathak.
The views are not completely my own but of many people with whom i have talked to(friends,colleagues ,family)
There is a strong link between the both ads.
Just have a look for yourself
The Chlormint Salman Khan Ad
The Halls Ad
- Both Ads feature airplanes.
- Both Ads feature Dumb characters asking about the product
- Both Ads are about a refreshing product.
- Halls had one brand ambassador,Chlormint has two.
- In the end also protagonists are thrown out (or stuck out) of the plane to tell them about the cooling effect of the product
The two competitors now have quite similar ads.
Can it create the diffrentiation a product needs to diffrentitate ftom the competitor product ?
Halls have an advantage that it came out the with the similar ad first but Chlormint has an advantage of having two bigger endorsers Salman Khan and Sohail Khan.
According to afaqs.com the agency for halls is Contract Advertising Agency and for Chlormint it is McCann Eriksson Ad Agency.
I hope both the ads are not a rip off of a foriegn ad of some other brand or the either brands.
But the similarity in the ads and products cant be unintentional.I dont know whether its just a rip off or just a coincidence.
What Say?
Comments !
hey , a good post , Main ideas on the same :-
I think similarity breeds recognition and recognition leads to point of purchase decision. Anyways an Ad’s purpose is to create the top of mind recall( with this Re 1 category definitely ).. so generally Ads use popular songs (Raymonds for eg ), themes , common ideas, used themes ( to have a continuation in positioning ). Share of voice is also a dominant concept in deciding an Ad’s theme. So since Halls aint advertising much , Chorolomint goes big to increase its SOV and in turn gets better share of consumers mind.
The Ad wars b/w Complan and Horlicks has demonstrated the legal extent to which one brand can blame,copy or mock at the other brand.
I think there is some sort of correlation between the two, though i dun know about the timing of ad, as in which came first but somehow i have a feeling that choloromint(ad agency) knew that halls(ad agency) is also deciding something of that sort, and in the end they decided to tweak it a lil bit to actually hold a upper hand.Following points were noticeable
Lets say Sohail – Halls, Salman – Chloromint
1)Sohail is trying to imitate wateva salman do correlated to halls is trying to imitate wateva choloromint do.
2)Secondly comment by salman “abe ghonchu…Bina tayari ke dubara mat poochna” seemed an indirect pointer to Halls..
3)In the end Salman lands safely and Sohail gets dumped.
I dun know whether this is right or wrong but these were purely my observations…
Nice Topic Man..
cool observation yaar! tu to bond ho gaya hai !!
kya baat kar raha hai yaar..embrace mat kar..!!
I think what they are trying to do is dissolve the brand awareness that Halls tried to create with its ads.
Unaided people will recall chlormint more times than halls, if you mention the advert with the aeroplane in it, it a way to cut their effort; damage control.
And yeah might just be a rip off of a foreign ad, and both got inspired, by the same one!
whatever be the reason, I think the chlormint ad is more local and funny in terms of the characters and the background score .. and is on the same lines of its earlier ads..
Since, ‘m an MBA, More so a marketin major, I need to think deepr bout the share of mind, brand positionin and stuff..
I agree to one of the earlier comments that, in this < Rs 1 category there shd be top of the mind recall.. Adding to tat.. We also need to put things in perspective. Chlormint and Mentos are the power brands for Perfetti in India, Halls is a small part of the Cadburys range..So I think that explains why you see so many ads of chlormint, but again similarity in terms of plane nd questions.. i don think it matters yaar.. it is the ‘content’ and more importantly ‘frequency’ of wateva ad that actually wrks…
Interesting blog again man.. Completely explains wat you do at your summers..
Hello All,
First of all i wud like to inform you guys dat i m from the production house dat made this film. 2nd – I was the Asst. director in the film.
i wud like to clear out some points on the topic.
Its not at all a competition between Halls & chlormint.
* Both Ads feature airplanes.
[ Its jus a co incidence .. airplanes have been used in soooo many AD films.]
* Both Ads feature Dumb characters asking about the product.
[Characters are not dumb in chlormint. Sohail is the oversmart guy, & salman is a geeky, brainy smart seedha saadha guy who outsmarts Sohail.]
* Both Ads are about a refreshing product.
[I guess dats wat the product is for]
* Halls had one brand ambassador,Chlormint has two.
[Vinay is for halls, Salmaan is for Chlormint. The role of the 2nd guy for Sohail, was a random choice by sallu]
* In the end also protagonists are thrown out (or stuck out) of the plane to tell them about the cooling effect of the product
[Halls is about the cooling effect. But Chlormint is about the products ingredients & Sallu saying - be prepared for everything.... SO NO RELATION Between Thm.. ]
MAYANK -
Nice Observations… but its tooo creative rather than logical….. Sohail’s character was dat of a bully friend/OverSmart Guy & not a competitor.
Simple word for all this is plagarism.
IT is like Ram aur Shyam, Sita aur Gita, Chaalbaaz ARE ALL COPIES OF A TAMIL FILM
Neat observations by Mayank i must confess. Highly possible that this was cholmints proactive response to halls ad. Moreover both brands for the first time as i can recollect have gone for a celebrity in their ads. This further reinforces his point.
What Mr. Mehta would have us believe is that, a stroke of creative genius made them decide on using a ‘oversmart’ character in a plane! well as i said earlier it is an promotion made to counter the competition, i.e. halls.
And yes Nice observations Mayank!
Hi
I read your comment
i would like to make some comments on that
1) The views expressed in the blog are not completely mine.These are based on the observation of many people who watched and discussed this ad prior to my post.So people see an uncanny resemblance.
2) Your comments on airplanes being a coincidence is quite a coincidence i must say.
3) In one comment you agree that both products are a refreshing product and in the end you say chlormint is just about ingredients-Chose one!
4) I must say that whatever you take the characters to be ,The aam junta take both of the ads to have dumb characters.I think it doesnt matter that characters are dumb(we are not saying that actual ppl are dumb)
5)You mean to say in your comment that sohail khan is not the ambassador of Chlormint is quite a statement.People are considering them as a pair for endorsement and just not salman khan.(even Salman would be happy about it).
6) Halls and Chlormint are competitors,you agree or not.My all friends,especially who smoke, have these two brands right on the top in their brand recall(ladder).If people are taking them as competitors i think comapny too should.
I am really happy that you cared to reply on my blog but the views are expressed are what we saw and felt.
I know as a member of production house you might know the actual concept of the ad but you must also try to take it the way people are perceiving it.(may be a small segment or large i donno)
Kinda Lame ad too!
A: Both Ads feature airplanes…
B: “Its jus a co incidence .. airplanes have been used in soooo many AD films…”
as we all know how much of money is spent on ad campaigns these days, it is difficult to believe that any of the ads could be made without proper research… to make believe that its jus a coincidence will probably take more money than the money spent on the entire ad campaign….
B: The role of the 2nd guy for Sohail, was a random choice by sallu…
statement of the century…!!! we shd inform sohail khan about new perceptions that people have… “random choice”…
B: Halls is about the cooling effect. But Chlormint is about the products ingredients & Sallu saying – be prepared for everything…. SO NO RELATION Between Thm
80% of the consumers of your products are smokers… if they start worrying about ingredients… probably chlormint will loose al of them…..
anywys…. appreciate the time, efforts and the gr8 insights…
cheers…
Ah ha..never imagined this discussion can go so deep..*applause* to the author..cheers man!!
@Mitesh- First thanks for observing my observations
Second am a software engineer..a purely logical job..though happy to know am creative too
Third the whole idea of making an ad is that the central idea you wanted to potray thru your ad is well percieved by the viewers..which you can actually gauge from the responses made so far in this blog..
Fourth as someone mentioned here dat 80 percent of smokers use this product..do Salman smoke for that matter..*winks*…probably it may help you in deciding your brand ambassdors…and sales ofcourse!!
Though am a regular user of your product i want you guys to brainstorm into this a bit more!!
Hey its good that you noticed the similarities, but see I’m not complaining,its my opinion that the concept of the two ads is totally different.(no disrespect)
I believe that the people at chlormint are trying to convey not the chilling effect but the cleverness of the chlormint chewing person(salman) in contrast to the dumb sohail, so this ad conveys that not to ask “Chlormint kyun khatte hain”
plus “if you ask,then be prepared.” and this is how the real protagonist,i.e, salman uses his wit(which he acquired by eating chlormint).Thats the moral of the story.
As for the Halls ad,its pretty clear to convey their meaning of the chilling effect.
Hmmm! Your views are the same as M Mehta the Assistant Director of the Ad!;)
Guys Check this link out
http://marketingpractice.blogspot.com/2009/06/brand-update-chlormint.html
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