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Bipasha Basu is a movie star, a fashion icon and is someone who takes fitness seriously. If Réal Activ from Dabur is trying to win it with a young fitness conscious female target audience for their fruit - vegetable juices, Bipasha is a good choice. Envy i think will get the better of awe.

Deccan Herald carried an innovative (almost) half page ad on its front page. Apart from the obvious celebrity endorsement, ad innovation, size and location what caught my attention was the headline. It has Bipasha saying "two years ago, someone called me fat" and so she took matters into her hands to get into shape. "Bidi jalaile" was 2 years ago wasnt it? Someone complained about that?

Well, that headline of Réal Activ fruit - vegetable juice ad was leading enough and had me read a little more of the copy. There is no ambiguity on who the advertisement is targetted at, its the superwomen who juggle home and work.

The product being advertised is an innovative one too. The fruit vegetable juice in a package is a first time for me. I think its a good differentiation and first mover advantage that Dabur Réal Activ can benefit from. Will the product catch the fancy of fitness conscious Indian women? The Indian superwomen will speak.