Max Dishwash has just released its germ killing concoction that will wipe away evey single germ on every single piece of tableware in your filthy sink, so that little Pappu's optimum health is insured. With this launch, Max has joined the ever-expanding ranks of consumer goods brands that have latched onto the germ-bashing platform.
A done to death angle for product expansion and evolution, germ-busting is a very obvious and easily applicable approach to utilize those mandated budgets for a new ad. The story goes something like this: It's war. Germs have invaded every square millimeter of our world and have murder on their minds. Be it the innards of your commode (Harpic), your living room floor (Dettol), your freshly laundered shirt (Brite) or…your baby's stomach (Cerelac), the scrummy little devils have colonized our lives. You must act now to rid yourself of the germs by using product xyz.
Seemingly there are only two kinds of products in the Pakistani consumer market: those that kill germs and those that will kill germs in their next ad. So don't be suprised if Ufone comes up with an antibacterial SIM that somehow keeps your earwax germ count in check.
Most of these ads follow a tried and tested script that makes use of standard ingredients:
Heightened sense of urgency: "Did you know even after submerging them in boiling water and then rinsing with phenyl, your hands are still not free of germs and they are killing you as we speak?"
Well-wisher: In-person or voice-over will do. Whatever you do or say, no matter how hard you scrub your teeth with sandpaper, the well-wisher tells you the germs are still clinging onto you. They know better.
Cartoons: Half a dozen rather adorable animated depictions of germs to ensure we visualize what's killing us.
A mera-bacha angle: Ohmygod my Pinky's precious health isn't safe with this ordinary bar of soap!!
Let's blame Commander Safeguard for this frenzy. He started it all, really.