IIPM EDITORIAL: BRAND : Masterstroke

BASELINE : Create your own Masterstroke
4Ps TAKE : This is the first liquor endorse

ment – albeit surrogate – from the brand that is King Khan, and let’s say it right at the start: it’s a complete let-down. Masterstroke, the whiskey deluxe brand by Diageo-Radico (if you didn’t know about it already), has delivered anything but a masterstroke! For starters, in the domain of surrogate advertising, the branding takes precedence since the product is invisible. Concept has to be king. Now, just look at what this ad has to offer: a judge of a talent show contest who gives more weightage to the looks and appearance of a singer rather than his singing talent. The judge is put in his place by Shahrukh who tells the singer to sing in front of the public as the audience is the real judge – now, isn’t that pure propaganda and nothing else? Why pull down a singing talent show for no rhyme or reason – and lose sight of the core concept of the campaign? Masterstroke definitely needs to deliver a masterstroke to survive in the Indian liquor market – because this ad is clearly not going to get it anywhere.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative