Thursday, August 23, 2007

Silky Kumar - whooda?

Indian Advertising has been taking an interesting turn of late.
Teaser campaigns, be it TVC's or print , are gaining acceptance among advertisers.
First it was the Sunsilk Campaign, which had this music video playing on MTV called, "Friday Night Fever", made you think it was an actual song, by a new artiste or something.



Then in a week or two's time, they followed it up with launching this range of four new shampoos from Sunsilk.
Sunsilk is an offering from Hindustan Unilever Limited(HUL), which is one of the major players in the FMCG sector in India.
I just realized while writing this post, that another product from the HUL stable is Axe, which is sold abroad as the brand Lynx, a product from Unilever.

What do I have to do with Axe?
Well for the past month or so, there's this new music videos doing the rounds of MTV in India.
Which video and who's the star?
The song is called, "Scent of Desire". Sounds like a Beyonce or latin pop sensation number doesn't it.
Well it isn't. It's a purely Indian song! The singer is none other than (brace yourselves people),
SILKY KUMAR!
shocked?
And here is Silky, in his brand new single, "Scent of Desire".



Well I was as well. I mean, well the song was catchy, and it seemed crazyass and wierd, but still, if MTV is showing it, then must be some singer.
But I'm in the media sphere,and my primary interests are advertising, so I decided to do a bit of googling, on Mr.Silky Kumar.
I found a blog on RealTravel by Shans, who was one of the foreign gals in the video, and there, well I learnt the truth, that this was a promo video for a new Axe Deodorant.
I also did some searching on AgencyFAQ's, and found that HUL, was planning something similar to the Sunsilk campaign, for the Axe Deo, but as usual there wasn't much there about it.

The funny thing is, on YouTube, the comments section, most of the comments are by someone who joined like a week back, and all different id's yes, but all saying, that either they know Silky Kumar, or that they are soo in lovvvee with him..

I did a bit more snooping, and found communities and users on Facebook and Orkut.
I agree I made communities to promote my blogs and stuff on these sites, but that was blog, but I must agree, it's basically the industry realizing that there is a huge influence of social networking and word of mouth on the visibility of a brand. In general the internet, as a visual medium, plays a huge role!

Go for it HUL and Axe, hope I didn't burst your bubble! :P
--------------------------
Videos Courtesy: YouTube
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94 comments:

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hey there! I found your blog while researching our friend Silky Kumar. While this may certainly be an AXE commercial (there's no branding at all in it) (except for random lyrics about jumbo jets that are truly cringe-inducing) Mr. Kumar himself is well and alive and promoting his musical career through a mid-sized marketing company. He's in Delhi today and giving interviews! I nearly died of laughter when I saw the video. And yeah, all the comments are definitely planted on the sites you scoped out ;) Cheers!

mesmerized said...

So udit u say your comment from Youtube was deleted ...!

ha Ha If these people wanna do a social media round up ... they need to learn the 1st rule of Social Media . RESPECT PEOPLE's Thoughts!!!

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