Ad slaughter: Docomo – Friendship express

Docomo has been in the news for its unexpected and aggressive market share capture by per second billing. A good sound short term strategy; a little hasty; but that’s not what we are going to talk about.

But is having the right strategy enough?

Going Natural

I saw this print ad for Odomos naturals day before, it was a huge half page ad, with a kid arm wrestling with another kid (this kid being made of mosquitoes…gross but enough to make a parent paranoid). It said its non sticky and smells nice and is non allergic.

Later on during the day, I saw another naturals ad, with Vidya Balan in a park, seductively confiding to the camera the new cream repellant is…the same three things….