Aishwarya escapes press in Longines TV ad

Aishwarya Rai Bachchan is known to be a very private person, and she played this role just right in the recent Longines DolceVita television ad, also starring British actor Kate Winslet and Taiwanese actor Chi Ling Lin.

Shot in Rome, it’s a truly international ad, with brand ambassadors of three very different backgrounds (and markets) brought together to endorse the DolceVita line of Longines watches.

This line of watches is inspired by the Italian life and the Italians’ refined sense of style. (Dolce Vita literally means ‘the sweet life’), which could explain the choice of location for this TV ad.

In the advertisement, Aishwarya Rai Bachchan and Kate Winslet are wearing black dresses in classic silhouettes, while Chi Ling Lin has worn a beige dress. The three women try to escape the paparazzi separately to later meet in the town for a girls’ day out.

Interesting point to note: Aishwarya Rai Bachchan has the most screen time in this 35-second TV spot (or maybe the ad had different scripts for different audiences, though that’s quite unlikely). Which means they’ve got big plans for India. Hmm… (Though Aishwarya Rai Bachchan has been Longines ambassador for a while now, this kind of TV spot, with international stars, is among the first for Aishwarya since she joined Longines.)

Here’s the advertisement. Tell us what you think of Aishwarya Rai Bachchan and the other ladies. Does it do justice to Academy Award winner Kate Winslet’s star status? And does Aishwarya Rai Bachchan embody the Longines woman?

Battle of the shampoos: Catty or clever?

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For the past couple of weeks, the online and offline world was buzzing with a mystery shampoo that promised to solve all hair problems. A website sprung up, so did a Facebook Event, and ordinary women and celebs flocked to malls to wash their hair with the mystery shampoo.

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And just as people were waiting for the mystery to be revealed, Dove hijacked the campaign, claiming: “There is no mystery. Dove is the No. 1 shampoo.” Dove_mystery

The next day, it turned out the mystery shampoo caught napping was actually Pantene. Smart way to confuse consumers, eh?

Speaking Chic says: In this dog-eat-dog world, what’s ethical and what isn’t is kinda hazy, isn’t it? Either ways, may the better shampoo win!

What do you think of Dove’s marketing strategy? Was it super clever or super catty?

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Bad Ads: Stars don’t shine!

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Mango and Dolce & Gabbana may be as different as chalk and cheese (one high street, the other a luxury brand), but both have got one thing in common—theirs are the chicest print campaigns this season. (See the Mango catalogue photos here and Madonna as housewife here). Both have got the casting right. And the photography, the wonderful clothes, and the art.

These campaigns befit the star status of these successful, gorgeous women—it’s money well-spent! But closer home, I can’t remember the last time a celeb fashion campaign made me go “Wow!”

Okay, that’s partly because our actors are busy endorsing fairness creams, biscuits and tea, but the few that sell clothes are part of banal and boring campaigns. Cases in point: Amitabh Bachchan’s Reid & Taylor TV spot that had ghosts, and Shahrukh Khan’s insipid Belmonte advertisement.

What I did somewhat like was Hrithik Roshan in Provogue’s print campaign. The handsome actor’s unconventional look  and intensity give a much-needed break from shaven chests and chocolate boy looks. Check out his “I-don’t-care” attitude in this print ad. (He may look fugly here, but that’s kinda the point, right?)

Hrithik_Provogue

Speaking Chic wonders why we can’t make a star campaign really shine. There are plenty of big-budget campaigns and no dearth of talented creative  admen, photographers, directors etc, so why should the Indian public suffer from commonplace campaigns with their favourite actors? And besides, fashion and clothes should have an aesthetic appeal to make them saleable, right?  

Speaking Chic’s advice to fashion, clothing and luxury brands in India: Keep a chunk of your budget to get the your creatives right. We’re tired of our cricket captain MS Dhoni looking uncomfortable in Big Bazaar clothes.

Loved a fashion/ clothing campaign with your fave star? Tell us!

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