Eye Candy!

14 May

I am sure most of us love advertisements and don’t mind them during the commercial breaks as they are entertaining, informing,Β  selling , calls for action, creates perception etc…. Most of the times I watch ads because they bring a smile on my face, make me wonder about the creative genius behind these ads and entertain me to a great extent…But then being in the media industry that I am, I do understand the strategy and communication aspects behind ads….

Here is something a layman wouldn’t know about how advertisers and creative agencies who are the brains behind successful and unsuccessful ads work. Well the client who is the owner of a particular brand would give the brief to the ad agency based on which the agency has to come with the creatives whether print or TVC ( television commercial). But the problem lies here, most of the brand owners want maximum eyeballs which is of course audience attention and top-of-mind recall. So there are two ways of achieving this:

  1. A very creative and innovative ad
  2. Use a celebrity or a hot woman in the ad

With most of the big brands allocating humongous budgets for advertisements, having a brand ambassador like Amitabh Bachhan for ICICI, Shah Rukh Khan for Airtel, Amir Khan for Samsung, Sushmita Sen for Pantene, or Aishwariya Rai for Nakshatra which is the most effortless way of capturing and reaching the target audience.

But then what about those brands which don’t have enough money to spend on advertisements. What do they do? Whant advertising/marketing gimmick do they use?


What I have observed for a long time now is that these advertisers use a hot looking woman/girl in the ad and the purpose is served well. Here I have a few instances to quote.


  • What has a topless woman to do in a jeans ad? Calvin Klein
  • Women in swim suits or undressing in an Axe deo ad
  • Girls undressing in a men’s hair gel ad- brill cream
  • Woman being seduced in Old spice after shave lotion ad
  • Girls kissing a model in Amul macho ad- Prepare to get assaulted is the tag line


Well there are many such ads on the list. I understand if it is a lingerie ad, condom ad, shampoo creams cosmetic ads where the target audience are primarily women. I have no qualms about women appearing in ads either, my only point of concern or disgust is why are women used in ads where they have no relevance and all the more why show the half nude or undressing?


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14 responses to “Eye Candy!

  1. thebrandsquad

    May 14, 2009 at 1:27 pm


    I have few contradictory views.
    Creative or innovative ad ?

    You might be able to recall the ad Lalitaji promoting Surf.
    That happens to be one of the out standing ad. even though ad is not broadcasted for quiet a long time still majority of people can recall it. Why?

    Because the ad was simple.

    If keep your ads simple you tend to make it more memorable. when you be creative or hyper creative consumer need to spend time in understanding the message of ad. and today’s consumer do not have that kind of time.

    second, the tag line Prepare to get assulted is not of amul, its of Euro undergarments. Amul is ye to bada toing hai! none of the above describes the benefit for which one should buy that particular product only.

  2. eye-in-sty-in

    May 14, 2009 at 10:31 pm

    lol @ this post. I guess the most common answer would be to grab eye-BALLS!

    btw, CK also makes undergarments for BOTH men n women. So a topless gal is as much at home as a topless guy in that ad.

    For the others, well, its still eye-balls.

    btw, what made you post this blog?

  3. Valerine

    May 15, 2009 at 10:17 am

    Hi Brandsquad……Well i mentioned in the post that no probs in using women till the time its relevant and not to use their bodies as a attention point…

    @ EISI….even if CK makes UGs for both the gender there’s no reason to show a woman completely topless….And why I wrote this is post is coz I was doing a case study on ads (part of my job) and came across some of these ads and thus wrote this post πŸ™‚

  4. Himanshu

    May 15, 2009 at 10:25 am

    i agree with your thoughts….these ads have killed creativity in advertising…using women in places where there is no point involving them is a stupid thing to do…..but the harsh reality is that it sells…

  5. Valerine

    May 15, 2009 at 10:28 am

    Thankx Himanshu…..Well I knw it sells and that is why I hate that concept!

  6. eye-in-sty-in

    May 15, 2009 at 12:39 pm

    err, why do you hate the concept? Some of the women do WANT to rely on their looks to make a living. Besides, lets not fool ourselves, the chances of brand recall are way better with a topless woman than with one fully clothed. And whats wrong with a topless woman showing her breasts if a man can show his chest? They are just boobs for gods sake! Again, fail to see the hype!

  7. Bhanu

    May 28, 2009 at 10:53 am

    hi valerine.. Totally agree with you…If anyone is contradicting your thoughts they are naturally from the Ad industry or are hardcore marketing professionals.

    Lets look at this way. As you rightly mentioned, that there is absolutely no connect to these ads, they often associate with glamour and nudity. There is no reason why they should.. So, just because it worked to attract people earlier.. so everybody is still following it. But it will certainly change.. Every one might know it, but they don’t want to accept it. But Social Media will surely change all this… very soon.. πŸ™‚ Nudity and glamour still holds lot of attraction value. Its not a strategy but identifying human fascinations.. Thats it… Though it might connect or relate the product or not.. Pity and such waste of money on the expensive models…and towards their acts. Never forget .. Facts are always connected to contradictions…

  8. eye-in-sty-in

    May 29, 2009 at 3:04 am

    I still don’t get it. Why is nudity bad? I think of nude as art. Its when its shown corny as in the “Amul toing ad” when it gets bad. But the CK? That’s art. I’d feel comfortable watching it with my folks too. Not the toing!

  9. Valerine

    May 29, 2009 at 3:41 am

    Hey Bhanu..tx … feels g8 that u agree with my opinion…… πŸ™‚

    EISI……Nudity can be an art in the form of painting or sculpture, appreciate that….But women are not an object! that is when it gets annoying!

  10. Bhanu

    May 29, 2009 at 4:20 am

    On top of the one would want to sell the Product and not the art. We name it art when it is our own creation πŸ˜‰

  11. Valerine

    May 29, 2009 at 5:19 am

    Yes Bhanu completely agree with that πŸ™‚

  12. thebrandsquad

    May 29, 2009 at 2:31 pm

    Agree with your point of relevance. But what i wanted to say is instead of creativity only, marketers should focus on creativity in line of strategy

  13. Rohan

    June 27, 2009 at 11:47 am

    well i guess Neha Dhupia had answered this in a single line…

    In India only 2 things sell – 1 is SRK and other is S**

    instant way to grab sumones attention is to have some body show in it…

    but its really sad tht the highly creative field of advertisement have to use such methods…

    i feel really simple and creative stuff can b really effective than body show any time….look at how popular the Zoo-Zoo’s were during the IPL

  14. bhanu

    June 27, 2009 at 1:24 pm

    @Rohan, Don’t worry, things are changing. Very soon, we ourselves will be Brand Ambassadors


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