Before Rajinikanth became a star, he played the villain with great panache. And the movie where he first enacted his trademark cigarette flip and sunglass twirl was Moondru Mudichu, which means The Three Knots. So what do Rajinikanth and actress Asin have in common? While there is nothing on celluloid so far, the new Mirinda campaign released in Tamil Nadu is inspired by a popular song from Moondru Mudichu, titled 'Vasantha Kala Nadhikalile'. In the song, a demure and very young Sridevi (just 13!) is being wooed by Kamal Hassan while the lecherous/villainous Rajinikanth looks on. The three of them are cruising along in a boat and when it reaches the middle of the river, Kamal falls off by accident. Rajinikanth makes no attempt to save his drowning friend but instead rows on furiously. The powerful star cast and some great music made the original song a great hit. But whether Mirinda's adaptation of the number will yield similar results for the brand's variants is yet to be seen.
Mirinda's brief to JWT was to create a communication that would bring alive the launch its new flavours — apple and grape in the South market, along with its original orange flavor. Senthil Kumar, NCD, JWT South says: "humour is a key ingredient in all Mirinda communication. And the brand intends to brew a certain madness in its consumers that leads to a quirky outcome in life's everyday obstacle course." Mirinda has associated itself with the word "galatta" in Tamil, which loosely translated means naughty or quirky madness.
This word and brand ambassador — Asin have been constant across many Mirinda ads and Kumar says through the new campaign, the 'galatta' attributes of Mirinda have been amplified.
PepsiCo understands the fact that the South market needs to be treated differently and have always done separate ads for the region, rather than just dubbing a Hindi ad in Tamil or Telugu.
JWT started the 'galatta' series of films with Mirinda bride, where Asin played a bold south Indian bride, who impresses her in-laws with her dance moves. Next was Mirinda market, which showed Asin mouthing a double entendre specific to Chennai. In another, she turns tables on a dishonest auto driver. Mirinda ads in Tamil Nadu were formerly built around the tagline 'Mirinda Kannu, Konjam Galatta Pannu' (Mirinda Darling, Do Some Madness), but going forward the tag line will be 'Mirinda Moonu, Colour Coloura Galatta Pannu' (Three Mirinda, Do the Galatta in many colours). "It is important to note that 'colour' in Tamil Nadu is the common parlance for cold drinks and therefore the usage of 'Do the Galatta' in different colours brings alive the new flavours of Mirinda in a memorable way," explains Kumar.
While Kumar's enthusiasm for the creative is understandable, Prathap Suthan, managing partner, Bang in the Middle thinks the connection between Mirinda and 'Vasantha Kala Nadhikalile' seems forced. He is not too sure if the black and white effect and the song was necessary at all and adds any value. "As the ad is for three variants of Mirinda, they could have showed three times the madness in the ad," suggests Suthan. But he thinks JWT has done a good thing by retaining the two main indicators of Mirinda in Tamil Nadu Asin and the world galatta.
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7 Comments on this Story
Zeya Alam2889 days ago
Time will tell.
Col Ranbir Lamba2897 days ago
null2897 days ago
Asin is as bigger brand as Kamal and Rajini.. She is a pan indian face with fans all across India! And i also feel its a great honor for her to be compared with the three greats of Indian Cinema :) And guys note that Asin is not far behind in terms of popularity and talent!