'Slumdog Millionaire' effect is beginning to be felt in advertising

Posted on Tue Feb 17 2009

Toss some Emergen-C into a glass of water and what do you get? One thousand milligrams of vitamin C, "naturally energizing" B vitamins, protection in cold and flu season and ... Bollywood dancers!?
  Is it a stretch to call this the Slumdog Millionaire effect? The Mumbai rags-to-riches love story has made nearly $80 million at the box office and gathered a boatload of awards in the last few months. It will vie for 10 Oscars on Sunday. Why wouldn't it start to influence the marketing world?
  Alacer Corp.'s Emergen-C digs zeitgeist-y ads, having aired one in the Super Bowl a few years back in which Bruce Lee (in vintage film clips) emerges from the fizzy bubbles to karate chop any and all illnesses. This candy-colored 15-second spot, set to a sitar-heavy soundtrack, has a boy-meets-girl, everybody-dances story that's common in Bollywood movies and keeps audiences in their seats until the final Slumdog credits roll. Nobody wants to miss that joyous group shimmy at the end.
  Smooth move, Emergen-C. We're feeling the good, all right.

—Posted by T.L. Stanley


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