After you have gushed over the blockbuster ads of this fortnight, here are some, which – we are absolutely sure – will never make it. 4Ps B&M lists the three worst ads of the fortnight... Ads that almost made you swear that you won’t ever buy the advertised brand. And even if you managed a peek at it, you were left with a bad taste in the mouth. Medium error, complex message or just plain bakwaas communication!
BRAND: Ambuja Cement
BASELINE: NA
4Ps TAKE: Okay, this is supposed to be an ad for Ambuja 
Cement, but after seeing the ad you get the feeling: this could be an ad for just about anything! A little boy and his doting grandmother who spoils him silly are the main protagonists. The boy grows up — as does the granny, but guess what? The house, where all the action is happening, remains as new as ever. Even when the grandson becomes a man, gets married and grandmother looks seriously old, the house is as good as new. The ad ends with the grandson giving granny a car. Whew! Now, are we supposed to believe that THIS is a cement ad? We thought it could be a car ad, a paint ad, an insurance ad, a mutual fund ad — take your pick, and the ad will fit in. Have the makers of the ad been told of things called ‘brand fit’ and ‘brand positioning’? Alas, no, is what we feel. Eminently forgettable, and absolutely nothing cements it together...
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Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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