MxMIndia

Category: DEBRIEF

  • The TVC features a young couple having a blast, as they set off on various weekday holidays. The man manages so many chhuttis by giving those thakela excuses to his rather gullible boss

    Debrief: Mahindra Quanto’s strange positioning

    By Anil Thakraney

     

    Mahindra has come up with a rather intriguing positioning for their new compact SUV called Quanto. They have called it the ‘weekend life’ car meant for young couples. Must say I find this very odd. I thought Quanto was the cheapest SUV in the Indian market, and that is its biggest plus point. Also, I believe an SUV in India is essentially favoured by largish families, the hansta khelta parivaar.

     

    The TVC features a young couple having a blast, as they set off on various weekday holidays. The man manages so many chhuttis by giving those thakela excuses to his rather gullible boss: Dog bit ma-in-law, wife is sick, house got robbed, etc. Then there’s a silly, very predictable twist in the end. Of course, the holiday imagery is peppered with shots of Quanto.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=Wu3yCLR5c2k[/youtube]

    Here’s the problem: I would imagine a young urban couple would seek out a sedan or a loaded hatchback at Quanto’s price point (around Rs 6 lakh). And that’s a sensible option over buying a low-end SUV which is expected to be low on power and features. Because extra room isn’t really their top priority (unless, er, they intend to do naughty stuff inside the car!). Which is why this positioning appears incorrect. Quanto simply had to target the Big Indian Family.

     

    In addition, the creative is un-interesting and the humour forced, and this makes matters worse. But treatment issues can be sorted out in the next commercial. What is problematic is the positioning. It beats all logic.

     

    Rating: (On a scale of 1-5): 1. Confused strategy, weak creative.

     

  • One really has no idea what’s happening out here. It’s okay to be a bit arty sharty in ads, but not at the cost of comprehension

    Debrief: Royal Stag: Nothing royal about this

    By Anil Thakraney

     

    Didn’t know Royal Stag whisky is such a huge brand. They have hired the services of two very expensive movie stars for one single commercial. Wow! Thinking of the likely budget for this one makes me want to reach for a Patiala peg. And their claim that this TVC is for Royal Stag ‘mega music’ collection makes me want to dive into a vat full of booze.

     

    The commercial, featuring Shah Rukh Khan and Saif Ali Khan, is a load of nonsense. The visuals make very little sense, one really has no idea what’s happening out here. It’s okay to be a bit arty sharty in ads, but not at the cost of comprehension. All you see is various shots of the two heroes lost in deep thought, while flashing certain strange expressions, as the voiceover continues non-stop about competing with one’s own self, or some such heavy-duty stuff.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=DfyE2ENhX1o[/youtube]

    For one, both the heroes are neither royal nor stag. Both are much married, and both go around beating up people in public places. (Maybe those are the sort of dudes Royal Stag targets.) Both are also overused in advertising, so brand recall will be zilch. Therefore am not sure how much the brand gains with all this mega expenditure. I think the least the makers of Royal Stag should have done, having signed up SRK and Saif, is to create thrilling little movie films with them. That would have ensured some entertainment happens and the brand scores some points too.

     

    This looks like a half done ad. The VO says: “Abhi Shah Rukh Banna Baaki Hai.” I think abhi ad banna baaki hai.

     

    Rating: (On a scale of 1-5): 1. Gobbledygook.

     

  • Coke's new positioning for the Diwali season is: 'Saath khao, khushiyaan badhao'. Good stuff, and there are many reasons why I like this approach

    Debrief: Coca-Cola: Tremendous insight

    By Anil Thakraney

     

    Coke’s new positioning for the Diwali season is: ‘Saath khao, khushiyaan badhao’. I like the consumer insight, it originates from the ancient proverb: The family that eats together stays together. And it’s most valid in the Indian context because we folks believe in the idea of the family as a single unit. Look around you at restaurants… the number of tables occupied by hanste khelte parivaars is likely to be far higher than those occupied by couples and singles.

     

    The TVC features a large family at the dining table. As they bond over food and Coke. It’s a very simple treatment, there are no dialogues, and typical family interactions are captured through expressions. A strict dad who won’t relent to his son’s demands. A granny with an emotional tale to tell. A disinterested kid who later begins to enjoy the family time. And so on. All the things that usually happen at a family table.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=XP6sPhwmDag[/youtube]

    Good stuff, and there are many reasons why I like this approach. There are no celebrities in the ad, only regular people. The music track is very cool, it adds to the liveliness of a happy family gathering. ‘Saath khao, khushiyaan badhao’ further strengthens Coke’s ‘Open Happiness’ idea, so they haven’t gone away from that. And despite the lack of a storyline, the TVC entertains. I particularly like the last touch. A mobile phone buzzing away in a corner and no one bothers to answer it. This is family time you see, the ‘Airtel zaroori friend’ can wait! Brilliant!

     

    Rating: (On a scale of 1-5): 4. Cool insight backed by endearing creative

  • Excellent Diwali ad by Tanishq. Indeed, this is the way to align your brand with a festival. A lesson for all advertisers who might be busy creating their own Diwali specials

    Debrief: Tanishq: Charming!

    By Anil Thakraney

     

    Excellent Diwali ad by Tanishq. Indeed, this is the way to align your brand with a festival. A lesson for all advertisers who might be busy creating their own Diwali specials.

     

    The commercial features a young couple, getting dressed to celebrate Diwali. The man says his pal has bought a Tanishq jewellery set for his own wife, and he asks his missus to pen a sweet message on the gift pack on the friend’s behalf. The lady seems to like the jewellery, but regrets that they can’t afford such expensive stuff. A very engaging interaction happens between the two, and it’s finally revealed that the man has actually bought the gift for his partner. Because, as he says, Diwali comes just once a year.

     

    Superlative work. A very, very slice-of-life situation, this sort of a discussion might be happening inside many Indian middle class households. The need to cut costs to save up for the rent, the EMIs and other spiralling expenses. Therefore empathy to this ad becomes strong. Also, the dialogue is simple but very life-like, very natural… full marks to the writer. And the TVC ends on an emotional high, the way it should happen in a festival ad. The surprised lady’s joyful expression is to die for.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=-aJ20jkZqS0[/youtube]

    Now compare this one to the rubbish TVC Tanishq put out last year with Mr and Mrs Bachchan Sr. Will remind you once again to throw the celebs out. And use real people in your ads.

     

    Rating: (On a scale of 1-5): 4. Grounded in realism, high on empathy.

     

     

  • With no creative spark, these ads have zero chance of being noticed. Especially given the pre-Diwali clutter on television.

    Debrief: eBay: Yawn Bay

    By Anil Thakraney

     

    Maha thakela campaign from eBay. Both the communication strategy and the creative suck. There is a series of TVCs on air, essentially selling best deals and safe shopping. Isn’t that an obvious strategy for an online marketing portal? Flipkart and others have already been making the same promise. So there’s nothing new here.

     

    Given that the strategy is weak, it’s now left to the execution to save the show. And this one’s a disaster. Basically the ads consist of boring discussions between the believers and the cynics. Someone wants the latest phone but wants the price to drop. Another one isn’t sure if it’s a good idea to purchase shoes online. And you can easily predict the rest.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=0iwtMFwfhBk[/youtube]

    This is really boring stuff. The conversations are dull and unengaging, the treatment is the same old problem/solution approach, and it’s spelt out literally. With no creative spark, these ads, I’m afraid, have zero chance of being noticed. Especially given the pre-Diwali clutter on television. Flipkart has the ditto same approach, but that one single creative leap, of kids behaving like adults, helps them smash the clutter through cute advertising. eBay hasn’t taken any leap, so their ads will wither away.

     

    To be fair to the ad agency, I strongly suspect the ultra safe-playing client is at fault here. Neither have they come up with a refreshing brief, nor have they allowed their agency to experiment. Net result? Well, check the rating.

     

    Rating: (On a scale of 1-5): 0. Poor strategy. Poor creative.

     

  • Where I feel a little let-down is in the execution. The thought is there, the passion is missing

    Debrief: Dulux: Needs a dose of passion

    By Anil Thakraney

     

    So, it appears that the ad world having finally discovered young Farhan Akhtar, it’s time for this ‘new cool’ actor/director to strike it rich. He’s all over the place these days. However, I must say the Dulux guys, for their Velvet Touch brand, have used Akhtar a little more effectively in their new ad.

     

    The commercial equates an individual’s ideology and attitude with the colour he/she chooses for the wall. Akhtar plays the anchor and delivers the voiceover as poetry, and this he does well. So there’s a rock-star wannabe who opts for the red shade. An environment-friendly architect settles for green. And so on.

     

    I like this approach. Because it strikes at the core of what a consumer really wants from his/her paint, after the tangible factors are in place (reliability, durability, wash-proof paint, etc). Which is that the colour on the wall must in some way reflect the resident’s personality. (I, for one, am very serious about painting my walls deep black, the only thing that stops me is I am may not be able to spot a visiting cockroach!) In this context, Dulux is on the right track.

     

    Where I feel a little let-down is in the execution. The creative hasn’t done justice to the idea of a shade matching the person’s desires and ambitions. They haven’t been able to take the concept to a higher emotional plane, this looks like half-baked creative. The thought is there, the passion is missing. I can visualise stunning, engaging ads using the play of human beings and colour, with or without the services of Farhan Akhtar.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=gMrvbl6oEbo[/youtube]

    Rating: (On a scale of 1-5): 2.5 Good idea, needs to be fleshed out.

     

  • Tremendous goodwill generated for Idea. Superb example of how to lift an otherwise ordinary Diwali discount ad

    Debrief: Idea: Dil khush ho gaya, Sirji!

    By Anil Thakraney

     

    Nice, heart-warming Diwali ad from Idea. And the idea is so pleasing, this commercial can run long after the festival is over. That’s because it promotes communal harmony, which is very refreshing to see in desi advertising; this task is usually left to Bollywood films.

     

    In the TVC, a Muslim man likes a ladies watch he spots inside a shop window. But his excitement turns to sadness when he discovers the hefty price. The dealer points out that it’s Diwali and therefore there’s a 50 percent discount on offer. The chap is elated. He purchases the watch and quickly sends a pic to his beloved through the cell phone.

     

    Good idea, Sirji! This is a lovely public service ad, and therefore the brand benefits in more ways than one. Tremendous goodwill generated for Idea. Superb example of how to lift an otherwise ordinary Diwali discount ad. In fact, I think Idea should make this concept their own, and run similar ads during various fests. Aside from the brand gaining in the process, any attempt to bridge religious divide in this nation must be whole-heartedly supported.

     

    As a Diwali bonus, I did not spot Small B in this commercial, hope they’ve dumped him. Tells you when you have a powerful idea, you don’t need these pseudo celebs.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=IgZm9z3PgEg[/youtube]

    Rating: (On a scale of 1-5): 4.5 Warm, endearing treatment. And a powerful idea.

     

  • Okay, there are these delightful destinations, and the ads do look great, but why must I choose Emirates? Funnily, that one most important question isn't dealt with

    Debrief: Emirates: Too generic

    By Anil Thakraney

     

    Emirates Airline has launched a television blitzkrieg. The objective is to communicate that they fly across various continents. Each TVC features a particular continent: Europe, Africa and America.

     

    The creative idea is to promote tourism. Each ad highlights the lovely touristy stuff the continent has on offer. So, for the Africa ad, we get to see the famed wildlife, the mountains, the bazaars, etc. Things we usually associate with that continent. The treatment is the same with other zones.

     

    Now, I am a little flummoxed on this one. Because I am not quite sure how, at the end of the communication, Emirates fits in. So okay, there are these delightful destinations I want to travel to, there are these magnificent sights and sounds I wish to absorb, and the ads do look great, but why must I choose Emirates to fly to these locations? Funnily, that one most important question isn’t dealt with. Quite obviously I will have a choice of other airlines as well, and as a traveller, I am more interested in wanting to know about Emirates.

     

    My guess is the advertiser and the agency have tried to keep away typical airline advertising (delicious food, on-time departures, pretty air hostesses, etc), and have chosen to focus on destinations. But in the process, they have compromised brand saliency. I will watch these ads, get excited by the places, and then surf the net to find which airline offers me the best deal. In short, it’s ended up becoming generic advertising.

     

    Surely there’s a way to bring out world beauty without diluting the brand? That’s why creative people get hired.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=C51-DL25qA4[/youtube]

    Rating: (On a scale of 1-5): 2. Pretty ads. Weak branding.

     

  • After the huge mistake of being projected as the poor man's vehicle, the commercial now positions the Nano as a fun car for the trendy youth

    Debrief: Tata Nano: In the right direction

    By Anil Thakraney

     

    At last, the lost little Nano seems to be finding its way. It’s taken the Tata guys a few years to realise an important truth, but as they say, better late than never. In the past they made the huge mistake of projecting the Nano as the poor man’s vehicle. This strategy was never going to work, because it scares the aam aadmi away. A car is the single most visible possession of an individual, and its image rubs off directly onto the owner.

     

    Course correction seems to have been done in the latest commercial. Nano is now being positioned as a fun drive-out for the trendy urban youth. In fact, they make it a point to tell us the protagonist is an engineer, so there must be something special about Nano’s performance. Mr Engineer is seen exploring the countryside, helping damsels in distress, playing tour guide to foreigners, etc. And he ends up on a beach with his friends.

     

    This is not the sort of creative that would send award juries into a tizzy, but it does manage to dilute the Nano’s ‘poor car’ image. In fact, they need more such ads. The TVC also brings out all the usual car benefits: toughness, mileage, manoeuvrability, etc. So all the boxes can be checked.

     

    But it’s the change of strategic focus that will bring the Nano dealers some much needed footfalls. This was very critical to happen. Sure, the creative needs a spark, but that can be dealt with along the way.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=uc1x8LY1yVg[/youtube]

    Rating: (On a scale of 1-5): 3. Gets the right image. At last.

     

  • I do feel the ad would have really sparkled if the conversation had been a little wittier. Not over the top, just a dash of subtle humour would have added a little more entertainment value to the TVC

    Debrief: Tanishq solitaires: Correct tone and manner

    By Anil Thakraney

     

    Interesting approach from Tanishq for their solitaires collection. It’s a dinner conversation between middle aged partners inside a fancy restaurant, and this sort of an intimate conversation based ad is hard to come across in India, we usually prefer noisy advertising. This route immediately makes the commercial attractive to watch.

     

    The couple is celebrating their tenth anniversary. From their body language, it’s easy to notice some degree of the expected boredom of togetherness has set in. (Conversations can dry up to an extent after a decade with the same person, it’s normal.) The usual middle aged banter goes on, discussion on work, life, etc, till the man surprises his missus with a Tanishq solitaire ring. And naturally a few smiles follow.

     

    Good one, mainly because the treatment is refreshing. Also the direction is very good. The body language, the maturity of emotion, the setting, the casting, it’s all done well. Upper class folks would connect with this one, and they would be the target audience of a thing that costs over a lakh of rupees. So over all, a good show.

     

    However, I do feel the ad would have really sparkled if the conversation had been a little wittier. Not over the top, just a dash of subtle humour would have added a little more entertainment value to the TVC. After all, one has to enjoy repeat exposures. But I guess people seem to like this one a lot, the YouTube version has already scored over one lakh hits, and that’s not very common with Indian ads. Nopes, can’t argue with numbers, therefore high marks for this one.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=rTNLNbG4ELs[/youtube]

    Rating: (On a scale of 1-5): 3.5 Engaging communication. Good direction.  

     

     

  • Completely boring and a tired piece of work. A trainee copywriter would do better than this at a hurried copy test

    Debrief: IDEA: Honey, it isn’t funny

    By Anil Thakraney

     

    After the recent good campaign on Indian festivals, here comes a complete shocker from IDEA. The new TVC wants to communicate that the whole nation uses IDEA. The promise itself is highly yawny, wonder if there’s any brand left in this nation that doesn’t use the ‘Desh ka favourite’ platform. To make matters worse, the execution is so poor, you actually miss Small B, and that’s saying a LOT!

     

    The idea IDEA has used is a highly irritating, totally juvenile ringtone that belts out ‘Honey Bunny’ trash when the phone goes off. And as you can predict, this nonsense happens all over the country. As usual, the Kashmiris, the Bengalis, the Southies, the Sardars, etc, all make a comeback. As they go ‘Honey Bunny’ in their respective accents.

     

    Completely boring and a tired piece of work. A trainee copywriter would do better than this at a hurried copy test. What is even more appalling is that it comes from a team that usually does good work. Well, let’s just say they had an off day, it can happen to the best of us. Folks, immediately kill this ad, have some beers, and go straight back to the drawing board.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=5aaPMBXKQLI[/youtube]

    Rating: (On a scale of 1-5): 0. Zero entertainment. Full-on irritation. Section 66A applicable.

     

  • I would urge their ad agency to push the insanity envelope even harder. And the team should enjoy all the fun while it lasts. It's not every day that creative people land up with such hot 'deals'

    Debrief: Groupon: Craziness pays off

    By Anil Thakraney

     

    I like all the madness in the new Groupon commercials. The online portal needed such sharp clutter breakers in order to get noticed.

     

    The positioning is that Groupon offers a wide array of deals. This is not an exciting proposition, but the creative treatment gives it the much needed punch. The idea is that Groupon offers really crazy deals, and this makes the TVCs quite humorous. One ad talks about karate lessons. A granny is shown peppering a couple of thieves with killer karate chops. In another one that hawks an unlimited buffet lunch, a pot-bellied man sets off chaos inside the restaurant as his under pressure belly button (of the shirt) takes off like a bullet. And there are more such rollicking ads.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=Y9BYxUIwMqg[/youtube]
    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=zwfmzuR3rBQ[/youtube]
    Rating: (On a scale of 1-5): 3. Correct strategy. Fun ads.

    Good one. In the television medium that’s booming with ads, a new entrant has to create a splash immediately. Especially if the ad budgets are limited and there’s no scope for a long-term brand building idea. And once it’s decided to go with the humour route, the idea should be to go all out. More the ads get bizarre, better will be the noticeability. And Groupon ads meet that expectation. They are entertaining and will lead to quick brand recall.

     

    In fact, I would urge their ad agency to push the insanity envelope even harder. And the team should enjoy all the fun while it lasts. It’s not every day that creative people land up with such hot ‘deals’.