Its very rare for one to see an ad that makes a connection between the brand, the concept and the public. This ad has achieved just that.
The models
Even though brands spend millions for recruiting cinema celebrities for endorsing their brands, very few actually make the mark. Most celebrity endorsements make the celebrities look good and the brand gets pushed behind into anonymity. The Santro Sunshine ad, which has not one, but two celebrities, still manages to keep the brand very visible and central to the ad’s theme. Both Shahrukh Khan and Priety Zinta add a lot of cheer to the theme. Being very good communicators (actors) they are able to convey the emotion very well. (Though I feel that Shahrukh tends to overdo it just a teeny-weeny bit).
The Theme
I like the theme here. The word Sunshine evokes feelings of freshness, happiness, brightness, cheer, joy and fun. People like concepts that light up their minds. At the same time many people dont like themes that are too mushy and drooly. Themes with zing and spunk are always welcome.
The Concept
Most people love to drive when they are looking to have fun. The concept of tossing a coin or plucking a flower to choose the driver is very good and novel. The girl fooling the guy to get behind the wheel is quite sunshine-ly!
Brand’s Gain
Santro thus gets its ad on target. Top celebrities for models, a good theme and a winning concept all lead the public to focus on the brand. Santro gets the sunshine on itself and makes a positive impression on the public’s brand awareness.