The Chicken Rules

Earlier, I talked of owning a product versus owning a brand. A product story is never as interesting as a Brand story. Two TV Commericals I saw recently, for two brands – both in the same category, the same product, even. Highlight the difference.

Dish TV (Handled by Lowe) has been around for a while now. They are the first DTH operator in the country. Their latest TV Ad tells you the benefits of going Dish – pause live shows, get the language of your choice, movies that you like and so on. While the ad itself is executed well, good production values and so on, there is no major idea to it. For they are only highlighting product benefits. In other words, the product idea is the TVC Idea.

Tata SKY (handled by Rediffusion Y&R) is the latest player in the DTH sector. And what an entry. While the basic proposition is pretty ordinary – Entertainment will never be the same again - the way they have built on this to make a TV commercial is fantastic. Having found one little emotional/non-rational hook, they exaggerated the benefit – by dropping old TVs, Music systems, and even eye-wear from high-rises. The TVC grabs attention as well as communicates the idea and the product story well.