Debrief: Idea: Rides on insight

By Anil Thakraney

Terrific consumer insight in the new Idea commercial. Which is that busy couples often quarrel with each other because they don’t understand one another’s work/life pressures. In the TVC, a smarty son tries to sort their differences by secretly exchanging the cell phones of the bickering parents.

And so, the hubby gets a firsthand knowledge of his wife’s assorted problems: Bai calling to say she’s gonna vanish for a few days, watchman calling to say there will be no water supply for days, etc. And the lady is made aware of the various stresses in her man’s life: A demanding boss, panic in the office, etc. Of course, the realisation leads to love and peace in the household. Goes very well with Idea’s theme: An Idea can change your life.

Good commercial, but its power lies in the idea, not the execution. The editing is a little sloppy (the section which deals with the couple taking calls is too hurried and therefore little registers), and the casting could have been better. The man is a well known film/TV actor, they needed a new face. Also, and am sorry to say this, the child looks a tad repulsive, they needed a darling out here, a daughter would have been a better option.

But because the insight is superb, viewers will enjoy this ad and connect with it. After all, not appreciating the partner’s problems is a ghar ghar ki kahaani. In that sense, it’s a good job done.

However, here’s an alert for anyone who tries this experiment with his/her family: It could lead to an instant divorce, as extra-marital affairs get exposed. You are warned! 🙂

Rating: (On a scale of 1-5): 3. Nice idea. Could have been executed better.