Marzi by Primus Signs Suniel Shetty As Brand Ambassador
Marzi by Primus has appointed Suniel Shetty as its brand ambassador, for a platform built around adults aged 50 and above.
- Brand: Marzi by Primus, Bengaluru
- Audience: adults aged 50 and above
- Ambassador: Suniel Shetty, actor, entrepreneur and fitness enthusiast
- Offering: meet-ups, interest-based communities, social events, fitness and learning
- Travel arm: Marzi Travel, curated domestic and international holidays
What Marzi by Primus Is Actually Selling
Company, not care. The platform brings people together through curated meet-ups, interest-based communities, social events, fitness activities and learning experiences, and extends the same idea into travel through Marzi Travel.
That is a deliberate distance from how the over-50 category is usually addressed in India, which is through assisted living, health cover and financial products. All three are bought against a fear. A community platform is bought against an interest, which is a different purchase and a much harder one to advertise.
Why The Casting Does Real Work Here
Suniel Shetty is presented as actor, entrepreneur and fitness enthusiast, and the third descriptor is the one carrying the argument. The brand's position is that ageing can offer greater freedom, discovery and fulfilment, and an ambassador known publicly for physical discipline makes that claim without the campaign having to assert it.
The alternative casting for this category, which is a warm and gently slowing elder, would have undercut the proposition in the first frame.
The Line The Campaign Ends On
Be where you belong. With Marzi meet-ups, find your kind.
It is worth noting what that line does not say. It makes no promise about health, longevity or security, which is where this category's advertising normally lives. It promises other people, and a platform whose product is meet-ups is right to be judged on whether anybody turns up to them.
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