Parx deodorants: Very unfresh!

Instead of erotica, the Parx ad makers have fallen back on lifestyle. The result is a lukewarm, contrived and un-refreshing ad

Frankly, I don't quite get the male deodorants category. The general industry thumb rule seems to be that if you don't pack in sex and sleaze into the ad, the deos won't sell. Almost all male deo ads feature girls ready to undress the moment they spot (smell) a man wearing a brand of deo spray.

Well, managers of Parx deodorants, in their new commercial, have tried to change that. Instead of erotica, they have fallen back on good ol' lifestyle. If sex in this category is the norm, and assuming it works in the market place, then this route is risky in a manner of speaking. And commendable. You have to think different to make a mark. However, having done the right thing by trying to be offbeat, Parx deodorants has put out a banal creative.

The ad features a young man (who else?) who jumps into, what appears to be, an underground train. Since he's all tired and smelly, the chap pulls out his tube of Parx deodorants, and liberally sprays himself. (Good idea. This must become a mandatory requirement in the Mumbai locals. So we don't spend the journey taking in the breathtaking body aromas of co-passengers.)

Now, the spray doesn't just refresh his body, it energizes the dude's mind as well. So he decides to have some fun. Since there's no place to sit in the crowded bogie, he plonks himself on another passenger's suitcase. And for some bizarre reason, pretends it's a bike he's seated on, and begins to 'race' it. Of course, since this is a male deo ad, it has to feature a hot babe. And a very impressed girl gets excited by his antics, and joins in as the 'pillion' rider. Inspired, all the passengers join in the action. And pretend to be bike riders in an imaginary race. So, good, free fun is had by one and all.

Totally lukewarm, contrived and un-refreshing, this ad. The silly 'bike ride' play act in the train is juvenile and not entertaining in the least. There's zero humour, zero charm and zero attitude-a disaster, to put it simply. So while the attempt to try something fresh in the sexy deos category is appreciable, the execution leaves you really disappointed. This is just another stupid lifestyle ad.

So then, what next? Simple. Bring on the sex and sleaze, I say! It works!

User

COMMENTS

ramesh

6 years ago

dunno if you seen it yet, the park avenue deo ad is good ..

buzzz

6 years ago

BANAL ad no doubt... And are deos only for these weird looking dudes? Thats why I always like the NIVEA ads, more family oriented as their products.

And thank god, the girl didnt start stripping on the train...

Sesa Goa posts net profit of Rs840 crore in Q1

For the three-month period ended 30 June 2011, it earned a standalone net profit of Rs672.98 crore whereas the same was Rs1,025.51 crore in the June quarter previous year. However, the results were not comparable consequent to merger of erstwhile subsidiary Sesa Industries with the company

Mumbai: Iron ore producer and exporter Sesa Goa on Thursday announced a consolidated net profit of Rs840.59 crore in the first quarter ended 30 June 2011, reports PTI.

The Vedanta Group company had a consolidated net profit of Rs1,301.79 crore in the June quarter of the last fiscal, Sesa Goa said in a filing with the Bombay Stock Exchange (BSE).

The results were not comparable consequent to merger of erstwhile subsidiary Sesa Industries with the company, it said.

The group posted consolidated total income of Rs2,260.95 crore in the quarter under review whereas the same was at Rs2,574.02 crore during the same period previous year, it said.

The figures of the pig iron segment were incorporated in the company's results on standalone basis from the quarter ended 31 March 2011.

The figures for the quarter ended 30 June 2011 are therefore not comparable with those or the corresponding quarter of the previous period on standalone basis.

For the three-month period ended 30 June 2011, it earned a standalone net profit of Rs672.98 crore whereas the same was Rs1,025.51 crore in the June quarter previous year.

Its standalone total income stood at Rs1,831.68 crore in the period under review whereas the same was Rs2,067.99 crore during the same period of the last fiscal.

Shares of the company were trading at Rs 277, down 0.38% in noon trade on the BSE today.

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RBI governor meets FM ahead of credit policy review

The central bank is scheduled to announce the first quarterly review of credit policy for 2011-12 on 26th July. It is widely believed that the RBI will increase short term lending (repo) and borrowing (reverse repo) rates by another 25 basis points

New Delhi: Amid fears that there would be another round of interest rate hikes to tame inflation, Reserve Bank of India (RBI) governor D Subbarao met finance minister Pranab Mukherjee here on Thursday, ahead of the central bank's monetary policy review on Tuesday, reports PTI.

"I have come to review the macro-economic situation with the finance minister before the policy review, slated for 26th July 26," Mr Subbarao said after meeting Mr Mukherjee. The meeting was also attended by other senior officials of the finance ministry.

The central bank is scheduled to announce the first quarterly review of credit policy for 2011-12 on 26th July. It is widely believed that the RBI will increase short term lending (repo) and borrowing (reverse repo) rates by another 25 basis points.

The RBI has increased these key rates 10 times since March 2010 to tame the rising prices. They have gone up by 250 basis points (2.5%) since then, making loans costlier for both industry as well as consumers.

The headline inflation for June at 9.44% is much above the comfort zone of 5%-6%.

The central bank faces a challenging task of managing the inflationary pressure at a time when the industrial growth has started showing signs of slowing down.

Besides, the resulting moderation of overall economic growth, gross domestic product (GDP) is a major concern before RBI.

The government has already lowered India's GDP projection for 2011-12 to 8.6% from the earlier estimate of about 9% on account of slowdown in industry output.

The factory output growth rate, as measured by the Index of Industrial Production (IIP), dipped to 9-month low of 5.6% in May due to a poor showing by the manufacturing and mining sectors and lower offtake of capital goods.

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