Opinion: Taking a leaf out of the new Mercedes S-Class launch
‘Inspired by 1.4 billion dreams’ was the tagline for a new car launch I saw recently. ‘A billion hearts’ was the line for another. If I had a rupee each time I’ve read a line like this, I would be a billionaire! I’m overstating, yes, but I’m sure you’ve seen these lines too. New launches for a car, bike, television, movie, new road, even mega events; they’re always hyped up to be something that a billion-plus Indians have been yearning for. It’s really quite cringe. A quarter of our population is simply too busy trying to make a living and honestly doesn’t even know of this product or event’s existence, while another huge chunk, I’m sure, doesn’t really care about it at all. Yet our marketers overhype things, and it’s the same with events, too. Events are dragged on over teasers, first looks, track drives, road tests, price reveals et al. Sure, it’s important to maximise your brand, but we’re oversaturating things. The hyperbole in all the statements is mind numbing. Even a new ...