The road is All Clear for John’s Yamaha

Talk about trends in advertising and there is a new one every day! We have seen actors sipping their endorsed colas and munching on ‘their’ chips in films. We have also seen blatant promotions of banks, shoes and even tablets in movies. How about an ad promoting two brands at one time?

The most recent ad for Clinic All Clear (aired for the first time on May 15) has Bollywood actor John Abraham riding on a Yamaha motor bike. For the record, Abraham is the brand ambassador for both these brands. Not mere coincidence surely? Well, Lowe, the agency behind the advertisement, has confirmed that it is a co-branding exercise and so has Clinic All Clear.

Neither the agency nor the company is willing to divulge further details about the ad; they say it would be ‘premature’ to spill any more beans. Something ‘unprecedented’ is expected to happen in the month of June, says the spokesperson at Clinic. But, yes, the clearly visible brand name, Yamaha, is not an oversight, but a definite advertising gimmick.

Yamaha’s advertising duties rest with Dentsu Communication. And Dentsu’s reaction, when asked if it was a conscious decision to share ad space with Clinic, was interesting. Initially, the agency officials denied any such intent. On further questioning, however, they said that it was complementary to Abraham’s value and that his synergy is synonymous with the brand, Yamaha. Dentsu maintained a placid stance and claimed that the ad would reinforce the brand and their ambassador’s image as long as it was not derisive.

Whether the two brands Yamaha and Clinic All Clear have entered into an agreement or venture to make this kind of advertising work is yet to be learnt. Meanwhile, gear up for John Abraham in his Wrangler jeans and Fast Track sunglasses riding on his Yamaha and sipping Diet Pepsi!

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