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Aamir Khan's Animated Character
Animation and advertising, separated at birth, seem to be pairing up to create an all-consuming on-screen culture. The animated model is fast replacing celebrities on the endorsement circuit. These blown-up characters are now selling everything, from cell phones and fizzy drinks to cough lozenges and air-fresheners. Companies like Vodafone, Virgin Mobile, Reliance Communication, Coca-Cola and Reckitt Benckiser are using animation-based advertising to come through the clutter of celebrity overkill, make cost-effective ads and, in some cases, rejuvenate brands. Coca-Cola is set to kick off a campaign for its lemon drink Limca starring animated characters, despite having popular model Sushma Reddy as the brands face. Vodafones series of ads using the eggshell ZooZoos pushed the whos who of Bollywood A-listers, including Kareena Kapoor, Saif Ali Khan and Vidya Balan, promoting rival Bharti Airtel out of the spotlight. ZooZoo became an overnight sensation during the Indian Premier League this summer. All 27 ZooZoo commercials were aired back-to-back on 15 channels recently. The aim was to push the boundaries and create benchmarks of disruptive communication, said Ajit Varghese, MD of Maxus, Vodafones media buying agency. Virgin Mobile chose animation characters Pebbleheads to popularise its brand late last year. Reckitt Benckiser is using Mrs Raccoon for Air Wick air-fresheners and Mr T for Strepsils throat lozenges. Pebbleheads commercials made their debut with a 50-paisa offer late last year. The Pebble World breaks the shackles which normal creatives could get confined to. It also helps us spin youth-relevant stories, says Virgin Mobile chief marketing officer Prasad Narasimhan. Coca-Colas 3D animation campaign for Limca, to rollout on August 1 across all media, will see the company entering the full-fledged animation space for the first time. Animation gives us a lot of possibilities real life commercials dont and research tells us animation now appeals to people across ages, says Coca-Cola India general manager, marketing (flavours), Srinivas Murthy. The beverage maker, which has the likes of Aamir Khan, Akshay Kumar and Shah Rukh Khan as endorsers for various brands, says it is open to experimenting with animated characters in the future, too. Globally, Coca-Colas latest open happiness campaign also uses some animation. Animation can be more economical than hiring celebrities and it gives freedom to create stuff that cannot be done using real people, Vodafone Essar head (marketing and new business) Harit Nagpal said. However, industry experts say while animation ads help companies save costs of hiring celebrities, they are expensive to shoot and time-consuming. Animation-based ads can be controlled in a studio and can achieve any effect. But they take longer, can be quite expensive and the brand must get it right. In Limcas case, the idea is to give the consumer a fresh surprise, says Ajay Gahlaut executive creative director at O&M, the agency working on the Limca brand. For Reckitt Benckiser, the challenge, again, was to create advertising that would stand out. It works because consumers recognise day-to-day situations with a twist which makes it far more enjoyable than a normal testimonial, a company spokeswoman said. Creatives of both brands are handled by Euro RSCG.
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Click here to watch the video (04:37) Vodka Smirnoff - 1994 - Rede Globo De TV - ??????? - Piotr Smirnov's Smirnoff Vodka
Smirnoff is a brand of vodka now owned and produced by British drinks company Diageo. Products under the Smirnoff brand, which began with a vodka distillery founded in Moscow by Piotr Arsenieyevich Smirnov, are now distributed in 130 countries and includes flavored vodka and malt beverages. In March 2006 Diageo North America claimed Smirnoff vodka to be the best selling distilled spirit brand in the world.Piotr Smirnov first founded his vodka distillery in Moscow in the 1860s, under the trading name of PA Smirnoff. He died in 1910 and was succeeded by Vladimir Smirnov. The company flourished and produced more than 4 million cases of vodka per year. During the October Revolution, the distillery was confiscated and the family had to flee. Vladimir Smirnov re-established the factory in 1920 in Istanbul. Four years later he moved to Lw?w (formerly Poland, now Lviv, Ukraine) and started to sell the vodka under the contemporary French spelling of the name, "Smirnoff". The new product was a success and by the end of 1930 it was exported to most European countries. An additional distillery was founded in Paris in 1925. In the 1930s Vladimir met Rudolph Kunett, a Russian who had emigrated to America in 1920. The Kunett family had been a supplier of spirits to Smirnoff in Moscow before the Revolution. In 1933 Vladimir sold Kunett the right to begin producing Smirnoff vodka in North America. However, the business in America was not as successful as Kunett had hoped. In 1938 Kunett couldn't afford to pay for the necessary sales licenses, and contacted John Martin, president of Heublein, who agreed to buy the rights to Smirnoff. Thanks to the introduction of vodka cocktails and successful advertisement campaigns, Smirnoff increased in popularity both in the US and internationally.Smirnoff Ice Twisted was a spin-off of the American Smirnoff Ice that featured flavors such as Mandarin Orange and Green Apple. Confusion in branding between Smirnoff Twist Vodka and Smirnoff Twisted Malt Beverage resulted in the decision to drop the "Twisted" from the flavored line of Smirnoff Ice. Current flavors include Watermelon, Wild Grape, Pomegranate Fusion, Arctic Berry (Blueberry), Green Apple Bite and Raspberry Burst. The next line of Smirnoff's malt beverages to hit shelves was their "Raw Teas" in flavors like Peach and Raspberry. This product line has been marketed most notably with the "Tea Partay" music video and website. It is similar to the brand Twisted Tea. The newest product from Smirnoff is Smirnoff Source, an ultra-premium beer-alternative created with alcohol and spring water released in May 2007. It is citrus flavored and lightly carbonated with 3.5% ABV. A line of fruit flavoured vodkas with the "Twist" moniker appended on the end of the name have also been introduced. Flavors include Green Apple, Orange, Cranberry, Raspberry, Citrus (Lemon), Vanilla, Strawberry, Black Cherry, Watermelon, Lime, and, most recently, Blueberry. Smirnoff trialed in the UK and Canada during 2004 a new blend of vodka entitled Smirnoff Penka. Marketing and distribution was handled by The Reserve Brands of Diageo plc. As of 2007 Penka continues to be available in the UK.# Smirnoff vodka has been featured in many of the James Bond movies over the last 60 years, beginning with Dr. No, and continuing intermittently through to 2006'sCasino Royaleand is the official vodka of James Bond. Stolichnaya and Absolut have also made casual appearances and Finlandia vodka was promoted in 2002's Die Another Day. In the original Ian Fleming novels, Bond actually preferred Polish or Scottish vodka, during which time the only brand available in the West would have been Stolichnaya [3]. He is also known to have even drunk Wolfschmidt on one occasion. # In 1966, Smirnoff Vodka hired famed discotheque dance instructor "Killer Joe" Piro to create a new dance called the Mule for their food of the same name (vodka with Gingernut Beer cut with apricot [4]) and to release an album of music by Skitch Henderson that included a track with the same name. However, the track didn't include calls to help people dance the mule. Instead, the singers tell you how to fix yourself the drink. Piro and his partner also appear in an advertisement for the drink. Smirnov (Russian ???????) can be seen as the Russian version of Piotr Smirnov's Smirnoff vodka. It is made by the Smirnov Trading
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