Femina - a brand that believed and an ad that delivered.
Don't stop me...goes the ad jingle of femina's first ever ad to go national on all channels. It is an ad that reflects the core personality traits of Femina - A magazine that is a formum for women and reflects the personality of their subscribers, women who believe in achieving and making a mark and who are independent.The ad seems to target the generation next and women in the age group of between 20 and 40.
The ad begins with a little girl going to a shop and asking her mother for a toy airplane. She isnt bought one ad is told "you are not capable". She grows up to become an air racing champion and is none other than Audrey Maben. The jingle goes:"I know nothing can stop me from trying, breaking the chains and flying. Don't stop me."
The next scene is another littlr girl applying lipstick in front of a mirror and a lady comes and rubs the lipstick off and says " you are not beautiful". She grows up to be a super model played by Sheetal Mallar. The jingle goes: “I can be anything I want to be, don't stop me.”
The scene then moves to a girl aspiring to be a DJ is told "you are not talented". She grows up to be an international DJ, played by Megha Kawale. And the ad ends with the last bit of the jingle that goes:"I know nothing can stop me from trying, breaking the chains and flying. Don't stop me. I believe in me.”
The Femina logo is shown and the voice-over goes:“Femina. Believe."
The ad that was aired in 2005, inspires urban women to be more than they are. It puts across the message succinctly and hits the mark.This ad definitely puts Femina in a different and superior brand category altogether considering the success it has had in recall and the power of the jingle to stay in a persons mind.
This ad definitely beats their 2002 ad which really didnt use the personality trait of this generation women - need to succeed and break glass ceilings. It tried, and failed, to portray the trait of being unconventional and naughty.
The story board of the 2002 ad:
http://www.agencyfaqs.com/advertising/storyboard/Femina/509.html
The story board of the 2005 ad:
http://www.agencyfaqs.com/advertising/storyboard/Femina/2167.html
The ad begins with a little girl going to a shop and asking her mother for a toy airplane. She isnt bought one ad is told "you are not capable". She grows up to become an air racing champion and is none other than Audrey Maben. The jingle goes:"I know nothing can stop me from trying, breaking the chains and flying. Don't stop me."
The next scene is another littlr girl applying lipstick in front of a mirror and a lady comes and rubs the lipstick off and says " you are not beautiful". She grows up to be a super model played by Sheetal Mallar. The jingle goes: “I can be anything I want to be, don't stop me.”
The scene then moves to a girl aspiring to be a DJ is told "you are not talented". She grows up to be an international DJ, played by Megha Kawale. And the ad ends with the last bit of the jingle that goes:"I know nothing can stop me from trying, breaking the chains and flying. Don't stop me. I believe in me.”
The Femina logo is shown and the voice-over goes:“Femina. Believe."
The ad that was aired in 2005, inspires urban women to be more than they are. It puts across the message succinctly and hits the mark.This ad definitely puts Femina in a different and superior brand category altogether considering the success it has had in recall and the power of the jingle to stay in a persons mind.
This ad definitely beats their 2002 ad which really didnt use the personality trait of this generation women - need to succeed and break glass ceilings. It tried, and failed, to portray the trait of being unconventional and naughty.
The story board of the 2002 ad:
http://www.agencyfaqs.com/advertising/storyboard/Femina/509.html
The story board of the 2005 ad:
http://www.agencyfaqs.com/advertising/storyboard/Femina/2167.html
posted by sush at 10:08 PM
11 Comments:
Interesting story. Breaking the rules is a theme that always sells. More so with women, who had been subject to more of them in India. There is another noteworthy element to the story. Femina's target customers - urban women with a disposable income, had what it takes to break the rules - disposable income! They also made useful audience to the lifestyle advertising that's the bread and butter Femina runs on.
Here's a leteral perspective on women's magazines. I believe they are targeted at men! The content and the marketing are geared to create the imagery of 'desirable' women in the minds of men. It's got 2 payoffs.
1) Men might buy Femina!
2) Women want to become desirable and buy Femina to figure out how!
It might sound crazy. But IMHO, marketing of anything with the connotation of gender elicits help from the opposite (un-targeted) sex.
>samba
hmm interesting...yeah i do believ in a few cases reading femina is like guilty pleasure for a few guys but i dont think men are ready to be caught reading a femina, much as they dont like gettin caught wit a fairness cream.Besides its not like a victoria secret catalogue which is meant for women but guys like it as much.
i think they also targetted college students as much urban workin women.
thanx :)
>samba
hey i cant seem to access ur blog...don kno y...
You have a point. Men don't like getting caught reading Femina. Femina is something supposedly exclusive to women. But then, that's what makes it an object of curiosity for men! I'm not sure whether Femina monetized this curiosity.
About college students....well, they have disposable money too. And they didn't mind spending it on Femina back in those days when there was no free stuff.
my blog is
www.my-own-boss.blogspot.com
i so absolutely loved the ad...it was so simple "I belive in me" and yet so powerful..i really wish everyone wud believe in themselves,its an amazing feeling.. :)
>samba
hmm as far as i remem college students used to be second hand readers i.e their mums used to buy it, or the coll library had it,etc...i think very few had a copy of their own. And Femina used to be a second read in most cases as opposed to other mags like womens era (i think, need to check it out!)
:)
>di
I know!though i realised it recently wen i was goin thru a hard patch...i think the ad captures the spirit of the idea effectively.
Thanx di!
ive not cin the ad..its on yutube?
>Raghu
Not sure raghu, do check it out....
Its a theme that should not be restricted to women.
Feminism for some reason, seems to harp on trying to achieve things for women, that NEITHER men nor women have had plenty of.
Love it. Its something like a boys club in some snob college, just for women. Excellent way to be better. Just emulate the worst in men.
Satya Saran still the editor? I wrote about her just yesterday...if you see my last blog.
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