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Pepsodent: Lever’s last trick?

The appeal of King Khan with the kids will probably last in the very short term, and fizzle out pretty quickly

The Lever suits have a problem on hand. Pepsodent's market share has reportedly been steadily plummeting in the desi toothpaste market. They have tried many communication routes before, but clearly those haven't paid too many dividends. So they have done what all Indian marketers do when 'ideas' don't work. Send an SOS to a movie star.  
 
And so, Shah Rukh Khan strikes it rich with yet another ad lottery. Badshah Khan is the new face of Pepsodent. Themed 'Papa & Pappu', the commercial features the mega star lecturing his little son on the importance of using Pepsodent, and brushing regularly. And the Lever managers must be hoping that getting the charismatic star into the act will encourage kids to treat brushing teeth as a fun thingy, and not a tiresome chore. The parallel thought being: dads must also get involved in child rearing. That image, of being an involved dad, Shah Rukh already enjoys in the public perception. So no issues with that part of the deal.
 
The problem really is this-for one, there isn't a product SRK doesn't endorse in the Indian market, so the brand-connect will be a tedious exercise. A whole lot of money will have to be blown on media spends (and that includes 360-degree media coverage if the idea is to promote dad involvement with kids as an ongoing exercise) if the brand stands any chance of a strong association with the actor. And even that's no guarantee for success. In the interim, SRK will sign up for a whole lot of other products, including kiddie products, so it's a tough battle ahead. Which is why even though he tries very hard to be funny (and we have to grant that to Shah Rukh… he can be very funny on screen), the appeal of King Khan with the kids will probably last in the very short term, and fizzle out pretty quickly. Ergo, Pepsodent isn't creating a solid brand property out here. Which is critical for a brand that is losing share and goodwill. Band Aid won't work when the order of the day is admission to an ICU.
 
Sorry, but I really think Lever has played out a bad card this time. They should re-visit their own Lalitaji campaign for Surf when Nirma was giving the brand a run for its money. That was an original, relevant and long-term property. SRK is a fly-by-night route. A pity, really. Because Pepsodent is actually a good toothpaste. Will be sad to see it vanish from the shelves.
Source: http://www.moneylife.in/article/71/5973.html

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