Chlormint: care for some change?

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The benchmark ad for Chlormint is likely to be the paanwala ad, which introduced the line ‘Dobara mat poochna‘. It was a clever approach to highlight the ingredient or the rational support for the brand. And the quirkiness of the ad made it memorable and by extension, the brand likable. While there have been several efforts to execute the idea differently, they could never match the paanwala ad. Earlier this year, they abandoned this route to introduce another theme: any time is good for a Chlormint.

I happened to see a new ad for Chlormint on YouTube, introducing yet another theme: insist on Chlormint and don’t let the paanwala get away with giving you any brand of mint. Sounds logical and straight out of a marketing book. But in reality, does one think so much about a 50p mint? It is normally given in lieu of change, bought as an after-smoke mint or sometimes as a simple mouth freshener. All of which is impulse-driven and linked to the likability of the ad. Its about NOT rejecting the brand the grocer gives you. If he does not have your usual brand, it is very rarely that you will walk to another shop in search of it. By the way, this one does away with any mention of Herbasol or any such rational reason.

The ad, about a bloke who is so indebted to the local pan guy that he takes any mint given by him, follows the common ‘template’ nowadays: dehati lingo, small town idioms, every line of dialogue packed with punch. I think this practice of ensuring that every line is a killer line started with the Coke Tashan ads. But when you have every line striving to be memorable you run the risk of an overdose and nothing is remembered – the equivalent of a thali filled only with sweets.

What’s with big brands changing their theme so often? Why give up on a property like ‘dobara mat poochna’? Any thoughts?

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