BRAND : Hutch

BASELINE : The Bond is in town.
AGENCY : O&M

DESCRIPTION: While the 007 signature music plays, a spy dressed as a shepherd moving with a herd of sheep. He sees a car pass by and informs his boss in code language that the bird is out of the cage; the boss asks him to keep an eye on the target. Soon, a fruit seller, a barber, a harmonium player are all informingthe boss about how the bird is out and in the control room. The boss says what nonsense, but James Bond is already behind him, loaded with his licence to kill. The caption says, ‘The Bond is in town. Catch him on your Hutch Phone.’ 4Ps TAKE: No pug, no pink line and no kids but James Bond himself in this ad! The power idea is to popularise the Bond caller tunes, ring tones, wallpapers, et al through this fres ‘Bond is in town’ theme. The clinching benefit to the brand is‘Bond, James Bond’. The communication is attention-grabbing, and woven into an interesting story format. Shall we say, Bond, ‘Hutch’ Bond!

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Source : IIPM Editorial, 2007

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