Club/Disc Setting, Two Super sexy women, a bare shirt skinny guy trying to woe the women by literally using an axe (not the deo but the real one) in a movement same as shown in Axe ads (apparently a spoof on the earlier Axe Ad showing the deo spray action all over the body) and a uber-cool, uber-sexy , delectable hunk (our Zatak Guy) who walks in and takes it all (both of them). Male Voice over says “Yuhin haath mat ghumao” , “Get Set Wet Zatak” ; ending in a female voice ”Get very very sexy”.
Deodorant is a low investment category where customers are loyal but willing to experiment. Market leader HUL has a strong positioning of “girls chasing boys that have an axe effect”.
As Kotler says ” In case of a strong market leader you have two choices, one, identify a small segment and target that; two, go for a frontal attack which of course is risky.
Zatak has already made its choice for a frontal attack to position itself alongside axe through this ad.
Though it leverages on the category positioning of an “Urban,Uber-cool, high sex appeal” product. Zatak has successfully given an international feel to the brand by using foreign models in all its ads to be seen alongside axe.
As Afaqs report says , “HUL stil hasn’t reacted to the sppof and isn’t planning to do so”. Very logical on part of HUL, as any response would promote the new entarant Zatak only. Still, Zatak shouldn’t continue the spoof series for long, as that would imply that the brand cannot stand on its own and also lose on its strong points of difference of being the coolest, sexiest.
As per KarlLong, these types of ads (axe & Zatak both) fall under the category of “BENEFIT CAUSES STORY” , which is the most apt way to promote the deodorant category. Zatak should continue to make ads on the same lines.
Something I Wanted Series! – 2007, 2008
“Something I wanted Series!” – catching typical expressions of females got stuck in the Zatak effect situation. Can be said to be a ‘peripheral route of persuation’ used for reinforcing the hisg sex appeal positioning. This series went a step ahead in furthering the sexual instincts. Call it the ‘Freudian’ way of advertising.
Turn on the Heat Series! - 2009
The latest 2009 ‘Turn on the Heat’ series ad. Much more Sexier, Hotter – the new Zatak ad
The ad has been the most aggressively positioned one in the entire Zatak series.
With ubiquitously seen bikini models and a bare shirt hunk it reinforces the ‘benefit causes story’ effect by showing the Zatak effect (hot babes getting hotter, ice melting).
Harshvardhan Singh Chauhan 2009.