It looks like the manufacturers of this product have run out of new or relevant ideas on how to push the brand
'Daant fit toh life fit'. That's the new message from Anchor toothpaste. Well, er, we knew that already, no? I mean, you can't be having a good life if you are in urgent need of a root canal, correct? Or, for that matter, 'Kidney fit toh life fit', 'Heart fit toh life fit', 'Kaan fit toh life fit' are also valid, right? So then what are they saying out here?
Well, I suspect makers of Anchor Toothpaste could simply not find anything new or relevant to say for their brand. Germs and plaque have become infra dig.
Colgate has already hired all the dentists in the country to plug their different variants (isn't that against ASCI guidelines? Does anyone care?). And Close Up has adopted street kissing and made it its own. So it seems the poor Anchor guys had no option but to weave in a convoluted tale. A while back, they called Anchor Toothpaste a '100% vegetarian product' (whatever that means), but clearly that either didn't work out with the veggies, or they have switched loyalties.
So now they are asking you to have a blast in life, with the help of power teeth. The TVC stars an exuberant young bride (who looks like she stays at Malabar Hill). She obviously has spent more time in her life at spas and Page 3 parties rather than inside a kitchen. She's seen trying to bake a cake for her beefcake partner. Grooving and dancing (an ancient Hindi film song belts away in the background), she botches it up and sends the cake crashing into the dirty wall. But since it's turned out steely-hard, nothing happens to it. The hubby (who looks like he stays at Nalla Sopara) doesn't want to displease a pretty new bride (you don't want to upset Malabar Hill girls!), and chews it away as if it was popcorn. Such are his steely teeth, courtesy Anchor.
The verdict: It's not going to work. There's nothing in the commercial about what's so hot inside Anchor toothpaste that I must believe in this sort of a claim.
It's a straightforward lifestyle commercial, where the brand manager is clearly hoping, praying, that some execution trick will inject life into sales. That's really narrow thinking. People will recall the bumbling bride (and maybe her entirely mis-matched hubby), but not Anchor.
Perhaps the brand should get back to being vegetarian again.
While IDFC, ICICI Bank and IL&FS are expected to launch tax-free infrastructure bonds, robust activity on this front is expected only in the last quarter
IDFC, ICICI Bank and IL&FS at present are the three frontrunners likely to launch tax-free infrastructure bonds. While this tool of investment has been in discussion since the Budget announcement, an investor can expect launches of such bonds only in the last financial quarter.
"As these bonds come with a tax advantage, most people will show interest and subscribe to them only in the last quarter of the financial year.
This is when most tax-saving tools are in demand," said an official from a leading infrastructure company, preferring anonymity.
According to sources, while IDFC and ICICI Bank are most likely to launch such infrastructure bonds, IL&FS may also join the list.
An executive official from IDFC was also quoted in a news report expressing willingness to raise funds through such bonds. "Since we have a lot of leeway in raising resources with this new status (as an infrastructure finance company), we will not be looking at applying for a banking licence. But, at the same time, we are open to the idea of raising funds by issuing retail bonds or tax-free infrastructure bonds," the official was quoted as saying in a news report.
Chanda Kochhar, CEO, ICICI Bank, has also spoken in favour of such tax-free bonds. "Tax-free bonds would prove to be a cost-effective source of funding for banks and enable them to ramp up their infrastructure financing activities," Ms Kochhar has been quoted in various news reports.
An email query sent to ICICI Bank, IDFC and IL&FS remained unanswered at the time of writing this story.
Last month, the Central government had allowed non-banking financial companies (NBFCs) to issue tax-free infrastructure bonds.
The Union Budget has proposed to offer tax relief on investments up to Rs20,000 in long-term infrastructure bonds.
Issuance of tax-free infrastructure bonds is among the multiple options that the Central government is considering in order to cater to the huge investment outlay planned for infrastructure. The 12th Five Year Plan (2012- 2017) has an investment outlay of $1 trillion for infrastructure.
New Delhi : The Lok Sabha on Monday passed a Bill to replace the unit linked insurance plan (ULIP) Ordinance that seeks to set up a joint mechanism to address the issues of jurisdiction between the financial sector watchdogs after the government assured that autonomy of existing sectoral regulators will not be diluted, reports PTI.