Abhinav Bindra Samsung LCD TV Ad is unbeatable
Filed Under (Marketing) by Rajesh Kumar on 08-10-2008
“For me, Design is a passion. Performance is a thriller. I’m in love with the Global No 1.”
Abhinav Bindra in Samsung ad
There is nothing unusual about an Olympic Gold Medallist becoming brand ambassadors of all things that are sold in a festival and shopping season. So what about the full page Samsung LCD TV featuring Abhinav Bindra? Just take a look at the endorsement line attributed to the brand ambassador. Below the text is a half page picture of Abhinav Bindra with Samsung TVs. Below the picture are the product details such as variants available and prices.
The ad ends with the tagline ‘Design that performs”.
My curiosity is merely what an ace shooter has to do with the design of the TV. Is he impressed by the product attributes, such as performance or looks?
When Aishwarya Rai does jewelry ad, the connection is beauty. Sachin Tendulkar comes in Boost energy drink and talks about the secret of his energy. M.S.Dhoni comes in Pepsi Youngistan ad and again the connection is the youth. Tiger Woods’ appearance in Accenture ad is clearly to demonstrate expertise and learnability.
But design in the context of a shooter such as Bindra ? That too an Olympic Gold medallist saying “Design is a passion”?! Do you mean the process of design, or the style element of design? How does performance come in?
Wish those incharge of the brand had made better use of this expensive brand asset.
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I got a chance to see the TV version of the Ad. I forget the exact words but Bindra first says that ” for me its always been about performance….and now its design….”
So although he says that design is something that he has just got into-It still doesnt make sense!
I personally dont see much value in big brands like Samsung paying bugbucks for Bindra- purely because his kind of sport is not for repeated broadcast or entertainment for Indias audiences and he will lose his appeal.
When a Dhoni sells something it has more value simply because he will continue to entertain us ( and refresh his brand endorsement power) with his splendid batting performances time and time again…. but Bindra..naaaah…no use..i guess he is already starting to fade from peoples’ memory.
“Design that Performs” is still acceptable. But in Bangalore a lot of hoardings read “Design is a Passion, Performance is a Thriller” . What it means for Bindra or Samsung someone should clarify!
Just wrote a review of this [link removed by Rajesh] I wish I could have used a trackback to this article.
[...] whose meaning was not clear to most of the audience (see http://www.thump.in/taxonomy/term/166 and http://www.yaxislive.com/abhinav-bindra-samsung-lcd-tv-ad-is-unbeatable for [...]