Google+ Consumer Psyche: The anti style


Sunday, September 21, 2008

The anti style

Who occupies most of the screen time in movies? Who has a better life in stories? Who has the best gadgets, latest technology, genius mind, extra-ordinary capacity to bear pain, heights of creativity, great looking women, lots of wealth? Yes I am speaking about the anti hero. He has everything that you would kill for. He is young, has a great body and what not!

From a marketing aspect it pays to count on the villain to endorse your product too. For a simple reason that the villain is looked at carefully and his I-don't-give-a-damn attitude makes you love him. Most of the merchandise is targeted at this. Swatch uses this strategy well.

Pradipta K Mohapatra explains...

The new range is dedicated to the 21 James Bond films already released and the one yet to be released. The first one is dedicated to ‘Dr. No’, the 21st dedicated to ‘Casino Royale’ and the 22nd dedicated to the yet-to-be-released Bond film ‘Quantum of Solace’. Every Swatch carries the distinctive style representing a particular villain.

The ‘007 Villain Collection’ was launched worldwide on 9th September and are also available in the seven exclusive Swatch outlets in India. Swatch lovers, it is your turn to get a strap piece of James Bond on your wrists!

The advantages of using the anti style?
  • Its considerably cheap
  • Its easy to get a villain than a hero
  • Breaks the clutter
  • Attitude
  • Its cool
Lets see if this works in India. I think it would.


MJ said...

The cool anti hero you are talking about is found only in hollywood movies especially in 007 movies,In Indian context cool young villains are seen very rarely.
However,villains as endorses might work in India(remember Gabbar singh in parle-g ad)..but how many villains are popular & memorable as Gabbar Singh or how many anti heros stand out there away from the other so-so villains..very few.

Unknown said...

Very true MJ. But there are good villains like Jon Abraham, Irfan, Imraan, Sharukh, Sanjay Dutt, Sunil Setty, Dharamendra, Amitabh, Kajol, Madhuri and so on who play anti hero roles and this makes them lovable. I think this would work. But as you said we need to wait and see.

I believe the anti-hero will grow cooler and smarter.