The Servo 4T – Pushpinder TV commercial has been on television for quite some
time now. It shows a young man pushing his motorcycle and is being made fun of
by everyone who sees him; he has even been given a nickname – Pushpinder,
because he is always seen pushing his motorcycle. To my mind the approach taken
for creating this campaign is very different from those of its competitors. The
primary function of any lubricant is to reduce friction between moving parts,
thus reduce wear and tear, and also prevent corrosion; this enables the
machinery to work efficiently for a long time. The message communicated in all
advertisements for lubricants is essentially this but the manner in which it is communicated differs from brand to brand. The
Servo 4T – Pushpinder TV commercial also conveys essentially the same message but adds
another aspect, that being, if a person were to use inferior lubricants, he would not only face
hardship (pushing the bike) but also humiliation (people making fun), it further adds that Servo 4T keeps your bike in
great shape by caring for the engine, clutch and gear.
