Ruslan’s TVC ad: A new milestone in alcoholic beverage marketing
Do you remember the time when vodka equated Ruslan? Just as Wai Wai has become synonymous with noodles, Ruslan used to be ubiquitous for vodka lovers in Nepal. However, the market share of the beloved beverage has been steadily declining in Nepal with later entrants in the sector outpacing Ruslan in terms of public consciousness. Being self-aware of this, Ruslan has come up with a new TVC ad with a unique attempt at brand repositioning with the slogan ‘Vibrant. Versatile. Vodka’.
To separate itself from its competitors, Ruslan has shifted its brand position/identity as a more ‘chic’ beverage. While most alcoholic beverages focus on creating positive correlations with their products ( for example, juxtaposing their product/brands with positive vibes like being successful, brave…); and/or throwing in a celebrity face to further reinforce the idea, Ruslan has tried to reposition itself as the cool drink, which is fun to play around with in cocktail parties, yet with grace and elegance.
The fact that none of the Nepalese alcoholic beverage brands have ever thought of positioning their drinks as a cocktail hit is dumbfounding. Looking at the roster of contemporary ads, it feels like the brands and ad agencies are still stuck in the 90s , not just in terms of content but also in terms of technology. Of course, cocktails done elegantly and with panache, like the bartender in the ad, oozes fun/sexy/elegance that other beverage companies have been trying to capture with random juxtapositions and celebrity faces.
The ad is a welcome change from the repetitive loop of brands placing some celebrities( like Maha Jodi, Rajesh Hamal) with monotonous and reductive dialogues that are often accompanied with horrible and uncreative music. Additionally, unlike contemporary ads that tend to regurgitate musical themed ads with lazy lyrical writing and sub-standard production, Ruslan’s ad feels like a breath of fresh air with its amazingly sleek and eye-catching production. It almost feels like watching Apple product ads.
Now let us address the elephant in the room. For sure, Ruslan faces a Herculean task to reposition itself as the go-to vodka drink in the public consciousness once again. If the ad is anything to go by in terms of Ruslan’s marketing strategy however, it is highly likely unless competitors awaken from their creative slumber!
Brandguff gives full 5 stars to the new TVC ad! Here are few more testimonials/reviews from some industry veterans!
Good execution with beautiful product shots. It’s a brand I grew up with, as a young person living in Jawalakhel area. I have a special respect for this brand. That said, as one of the key brands from Nepal which has witnessed a very successful brand history, we are yet to see a compelling story that defines & connects with the core target audience that will help ignite much brand love for Ruslan.
Ujaya Shakya, MD. Outreach Nepal
Truly captures the core essence of the brand in a simple but stylized manner. The commercial showcases Ruslan for what it truly is – Versatile & Vibrant. It’s a no-nonsense ad that knows its target audience as well as it knows its brand.
Prashant Pradhan, Creative director. Mars Advertising
As a liquor enthusiast, I like Ruslan a lot as it is a true 100% pure vodka with no after effects. It’s a versatile spirits that can be enjoyed at any occasion pure as a long drink or a cocktail. It’s very much effective for our health too as it improves Cardiovascular heath, curing toothache, lower cholestrol and many more.. With no more words to describe it’s versatility i just wanna say it’s the world’s best mixer. Thank you.
Micky Pun, Bartender. Cloud 9
