MxMIndia

Category: DEBRIEF

  • This is an ad that will work, even if it isn't creatively brilliant. And that's because it's based on a good consumer insight: Today's moms find themselves under as much pressure as their kids

    Debrief: Bournvita Li’l Champs: Going after moms

    By Anil Thakraney

     

    Makers of Bournvita, for their kiddies’ milk supplement called Li’l Champs, have roped in actress Kajol. While I am viscerally opposed to the use of celebs in advertising, in this particular case, Kajol works. Because, one, she is the mother of a young child, and two, she acts the part very well.

     

    The positioning is that Bournvita Li’l Champs is the choice of intelligent mothers, and therefore the focus is on the mom rather than the child, so there’s no pester power in this one. This strategy makes sense, as the lady of the house is most likely to be the decision-maker of this product (feminists please excuse!). The ad features Kajol conducting a whole lot of research to be able to deal with the thousands of questions her little lad regularly fires at her. And this, while struggling with the daily household chores. The VO says Bournvita Li’l Champs has the goods to improve your child’s brain power. In passing, there is a hurried mention of a special ingredient called ‘DHA’. (I say this claim needs to be verified by ASCI!)

     

    This is an ad that will work, even if it isn’t creatively brilliant. And that’s because it’s based on a good consumer insight: Today’s moms find themselves under as much pressure as their kids, not just because we live in extremely competitive times, but also because often the lady herself doesn’t know the answers. And, to appease my feminist readers, the ad would have worked equally nicely with Shri Ajay Devgn (his spelling, not mine). In fact, I suspect he would have struggled harder with the academic questions. 🙂

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=zs5SmxDozOY[/youtube]

    Rating: (On a scale of 1-5): 3. Good insight, moms will connect

     

  • Perhaps the viewers will enjoy one show a day based on this theme, but if Headlines Today wants to make this a core strategy, then they could be headed for trouble

    Debrief: Headlines Today: Interactivity won’t bring in freshness

    By Anil Thakraney

     

    ‘Right to be heard.’ That’s the positioning Headlines Today has zeroed onto. I suppose they want to pitch it as an interactive news channel, where the viewers can take part and air their grievances. I don’t regularly watch Headlines Today, mainly because I don’t think the channel offers content that’s significantly different from the rest, so I suppose that’s the problem the owners are trying to fix. And interactivity is what they want to promise as the USP.

     

    The commercial reflects the junta’s ire with uncaring, insensitive, useless politicians, who make false promises during the elections, win the votes and then quickly disappear. One portly neta is seen being put under pressure by all sorts of people (including his missus), till he hides himself inside a room, totally frustrated. While the entertainment value is low, the treatment will establish a connect with the audiences, because it reflects the popular perception of Indian politicians. So that’s fine.

     

    My problem is with the promise: Active viewer participation on the channel. This will prove to be very tricky to handle, since interactive content can get a tad tiresome, as people shoot out their assorted grievances. Perhaps the viewers will enjoy one show a day based on this theme, but if Headlines Today wants to make this a core strategy, then they could be headed for trouble. In short, I don’t think this positioning is correct. Far from providing freshness, it may lead to boredom.

     

    One other thing on the creative front: Our netas are die-hard buggers. Not one, repeat, not a single one has the conscience to get flustered by angry voters. So quite ironically, the segment that would find the ad entertaining is the politicians.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=ifSqr5y5rQ4[/youtube]

    Rating: (On a scale of 1-5): 2. Okay creative, weak product positioning

     

  • With Inkaar, director Sudhir Mishra has made all the mistakes that go into the making of a poor ad commercial, writes Anil Thakraney

    Anil Thakraney: Do Inkaar to Inkaar

    Anil Thakraney

     

    I watched Inkaar with a great deal of interest. Because it’s been touted as the nation’s first feature film that’s wholly set in the advertising world. And must say I walked away terribly disappointed. What a waste of a setting that’s pregnant with exciting possibilities!

     

    The problem with the flick is lack of singe mindedness (which, ironically, is the first mantra you learn in the ad biz). Director Sudhir Mishra is all over the place. Is this film about the ad guys? Or is it about sexual harassment? Or is it a good old love story? We are left utterly confused. And I think it’s turned out thus because the director found himself in a self-created trap: Mishra tries to please too many people at one go. And as any ad person will tell you, that’s a recipe for disaster.

     

    So, the director starts off by making a movie on the ad world. But he quickly rationalizes that if he dives too deep into the inner workings of the business, the mass audiences will feel alienated. To give it a broader appeal, he’s brought in sexual harassment to the story. The two tracks, instead of working seamlessly, compete for your attention, and therefore Mishra’s been able to do justice to neither. As a result, Inkaar gives us a totally superficial view of the ad world. What makes matters worse is that Chitrangada Singh hasn’t done her homework; clearly, the actress did not bother to understand how the ad world functions. She does not look like a creative director from any angle, Singh could well be working in the General Post Office. And the climax is a total cop out. Not wanting to upset anyone, Mishra has forced in the typical happy ending, and that leaves you even more puzzled. What the heck was this drama all about?

     

    Well, all I can say is that Inkaar is an opportunity blown. India’s first ad world based film is a washout. In fact, Sudhir Mishra has made all the mistakes that go into the making of a poor ad commercial. Instead of putting himself in the shoes of an ad agency CEO, he’s conceived this rubbish much like an insecure/worried client.

     

    If you are fortunate enough not to have wasted time on this one, I would suggest you do a big Inkaar to any temptation to watch.

     

    PS: Hehe. Famed outdoor artist Banksy doesn’t like advertisers very much. He has strong views on their ‘pernicious’ influence on the society. Here’s an open letter from him, designed in his own unique way. Nope, this won’t amuse my advertising and marketing pals very much. 🙂

     

     

  • No issues on the communication. My problem is with the treatment. I think feminists should take offence at this one, it takes us back to the dark ages, when man was believed to be superior to woman

    Debrief: Britannia NutriChoice: Welcome to medieval times!

    By Anil Thakraney

     

    I saw a staggeringly regressive commercial the other day, and I could not believe I was sitting in the year 2013 AD. Had to pinch myself to ensure this was reality.

     

    There is a boss who orders his female secretary/assistant not to disturb him as he’s started an important meeting. Much to the boss’s disgust, the disobedient lady does exactly that. And arrives with a box of Britannia NutriChoice Biscuits. Because, as she explains, the boss suffers from diabetes, and he needs to regularly consume these biscuits. Made of oats and ragi, apparently they help in controlling the blood sugar level (hello… dear ASCI… think you guys need to suss this out!).

     

    No issues on the communication, the message is delivered clearly and pointedly. Cool! My problem is with the treatment. The secretary/assistant has been made to act and behave as a subservient woman, her body language alarms me. She’s either looking for an instant double promotion, or the boss is a bloody tyrant. His rude mannerisms suggest the chap is a slave driver. Are office assistants hired to take care of your personal health issues?

     

    I think feminists should take offence at this one, it takes us back to the dark ages, when man was believed to be superior to woman. Just think about it: Would it not make for a charming commercial if you reversed the situation?  What if the boss shows concern for his secy’s health? Would not the brand win some free brownie points? I think it would.

     

    Despite effective communication, I shall be harsh on this ad and give it a big zero. If we can’t move things forward, at least let’s not go backward.

     

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

    Rating: (On a scale of 1-5): 0. Made me cringe.

     

  • You cannot not like this commercial. However, there's a technical problem: The effects are a bit tacky, the babies' actions don't look real

    Debrief: Kit Kat: Bachchas rock it

    By Anil Thakraney

     

    Nestle Kit Kat has extended its ‘Take a break’ idea. While earlier they made birds and squirrels dance, this time little babies perform a rock concert. Naturally, it makes the commercial look cute… dancing, jiving babies always do that.

     

    In the ad, our chap, who looks like a trainee lab technician, takes a break from training, and finds himself outside what looks like a crèche. As he starts consuming his Kit Kat, the babies get performing for him, with all the accompanying moves and shakes of a rock concert. The man is zapped, but as soon as the choc is finished, the babies return to their usual selves.

     

    You cannot not like this commercial simply because you cannot not like crooning babies. So it’s a very safe idea, and it should work for Kit Kat in terms of the brand recall. Also, dancing babies are a rage on the internet videos, so am pretty sure the brand manager would be hoping to exploit that medium as well. All in all, here’s a commercial that can’t go wrong.

     

    However, there’s a technical problem: Obviously, working only with live action footage wouldn’t have been possible in this case… getting babies to perform as a rock band must have been a nightmare. Therefore, some amount of animation becomes inevitable. Sadly, that’s where the commercial falters. The effects are a bit tacky, the babies’ actions don’t look real at all. This takes away from the overall impact. The Kit Kat creative team should not have allowed this to happen, they ought to have asked for more monies, if that was the problem.

     

    Aside from that, it’s an enjoyable ad. And hopefully these rockers aren’t Kashmiri babies, else Kit Kat can expect a fatwa announcement. 🙂

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=yvEr0fqYWs0[/youtube]

    Rating: (On a scale of 1-5): 3. Cute idea. Needed some finesse.

     

  • It's a relevant insight; spicing up of news ties in naturally with the McSpicy burger. Therefore even if McDonald's had chosen not to show the burger, the communication still works

    Debrief: McDonald’s: Jaasti spice mangta!

    By Anil Thakraney

     

    Good to see that McDonald’s has relied on consumer insight for their McSpicy burger advertising. Usually McDonald’s ads, at least in India, are pretty straight forward; they are either into price claims or general masti. It’s a simple insight: How people spread rumours in an office, so that by the time the fifth person has heard the gossip, it becomes utterly sensational.

     

    The TVC features an executive tendering his resignation. And this gets his colleagues buzzing. As the info spreads from one dude to another, each one layers it with his own spicy version, so that by the time the last guy gets to hear of the news, he’s told that the resigning exec had assaulted the boss! Haha. Must say it’s a powerful insight, this sort of spicy nonsense goes on in every single organisation.

     

    But most importantly, it’s a relevant insight; spicing up of news ties in naturally with the McSpicy burger. Therefore even if McDonald’s had chosen not to show the burger, the communication still works. That’s a clear sign of a good idea. Also, good to see office executives in a McDonald’s ad, usually they feature kids and college lads. After all, adults too dine at their outlets, and they are more likely to consume a McSpicy.

     

    Only one improvement needed: While the ad does make you smile, they can, and must, make the gossip stories really wild, the idea has a lot of potential. Layer on oodles of spice, guys… we are lovin’ it!

     

     

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

     Rating: (On a scale of 1-5): 3. Super insight. Needs more spice.

     

     

  • 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

    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! 🙂

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=Je0YNN62gf8[/youtube]

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

     

  • Much-needed outrageous advertising will quickly get Quikr.com into the consumer mindspace, writes Anil Thakraney

    DeBrief: Quikr.com: Madness pays

    By Anil Thakraney

     

    Quikr.com, the online classifieds portal, has taken the best route to promote itself: Disruptive advertising. Makes a lot of sense. Because when you don’t have very deep pockets, and you are a new brand which uses new tech, you need to shake mass consumers out of their set habits.

     

    The promise, of course, is simple: You can sell anything through Quikr.com. Their new TVC is literally a riot. There’s a huge mob on the streets protesting against corruption (Anna Hazareji deserves some credit for this ad), there’s threat of violence, and the situation looks pretty grim. One police inspector climbs his vehicle to take control. But instead of asking people to behave, the officer says he’s planning to shift his residence, and if anyone is interested in buying his used household goods. One dude from the crowd suggests Quikr.com. The internet video has already scored lakhs of hit, so clearly the disruptive route is paying handsome dividends for the advertiser.

     

    Good work. This sort of outrageous advertising was needed, and it will quickly get Quikr.com into the consumer mindspace. It’s a lesson for all those small advertisers who continue to play safe in their ads, not realising that’s the worst thing they can do for their brands.

     

    Also, there’s a creative tool Quikr.com uses, which I really like. They don’t ask you to call them, they ask you to give them a ‘missed call’. This ‘missed call’ stuff is a very, very Indian thingy, the junta loves it, and Quikr.com should make it their own, it shouldn’t just be a baseline. In fact, they should create entire ads around the ‘missed call’ theme, will be hilarious.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=9OvHnHK2QSQ[/youtube]

     

    Rating: (On a scale of 1-5): 3.5 Perfect strategy. Disruption works.

     

  • This ad will appeal to a wide spectrum of audiences, from a memsaab looking to renovate her fancy house to a village carpenter. Indeed, that seems to be objective… they want to make Greenply a mass brand

    Debrief: Greenply: The magic is back!

    By Anil Thakraney

     

    Another good ad from the makers of Greenply, those folks who usually back solid creative work. Yup, they did put out a really horrendous TVC in 2011, which featured a really crappy New Year party, but things are back on track. And the promise is still the same: Durability.

     

    The new ad features actor Arjun Rampal playing a magician. The trick is simple: He inserts old objects into a wooden box, and they come out looking brand new. The commercial traverses his journey from a village jaadugar to an internationally acclaimed magician. And covers his entire lifespan. As Rampal becomes old, there are aspersions cast on his credibility. So in his last show, he puts himself inside the box, and emerges as a young Rampal. Timeless, always new, just like Greenply.

     

    Nice. This ad will appeal to a wide spectrum of audiences, from a memsaab looking to renovate her fancy house to a village carpenter. Indeed, that seems to be objective… they want to make Greenply a mass brand. Also, signing up a Bollywood actor seems to be an effort in that direction, though I didn’t see the need for a celeb. It’s a strong idea, and would have worked regardless. Anyway, at least they roped in an unusual actor, Bachchan or SRK would have totally killed this ad.

     

    All said, good to see Greenply back in form. Hope to see even more sizzling work in the future, but minus a celeb.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=4qhyysDxzko[/youtube]

    Rating: (On a scale of 1-5): 3.5 Entertaining and single-minded

     

  • I am all for crazy stuff. But the crazy must fit into the brand promise smoothly, else it's a waste of time. People, break the clutter by all means, but break it with an intelligent method

    Debrief: Havells Fans: Stupid pun

    By Anil Thakraney

     

    Havells Fans’ advertising usually shines, but their new ad makes you squirm. No, they haven’t done anything safe, the ad still tries to stand on the legs of an offbeat idea, but on this occasion the idea sucks.

     

    The TVC is set inside a marriage registrar’s office. A just married couple has arrived to ‘regularize’ their shaadi. The clerk is noting down their details, and she assumes that the bride will now adopt her in-law’s family name. But the ‘forward thinking’ groom corrects the lady. He declares, quite proudly, that it is he who shall change the family name, and not his newly minted missus. As you begin to wonder where this is going, we are introduced to Havells Fans. The connect? It’s in the punch line: Hawa Badlegi.

     

    Now that’s a really desperate pun if there ever was one. It’s forced, it’s juvenile. I can imagine a trainee copywriter being put under pressure to come up with something funky, and he/she pulls a stunt with ‘winds of change’. The fact that this nonsense turns into an ad is a compliment to the ad agency’s selling abilities.

     

    Don’t get me wrong, I am all for crazy stuff. But the crazy must fit into the brand promise smoothly, else it’s a waste of time. And punning, to my mind, is usually the work of a lazy creative person. People, break the clutter by all means, but break it with an intelligent method.

     

    By the way, it’s an excellent ad for a marriage counsellor.

    Rating: (On a scale of 1-5): 0. Forced pun. Doesn’t work.

     

  • It's superb because it strikes at the heart of the tournament; the IPL is more fun than games, it's an outdoor party where everyone is legally allowed to make a complete fool of themselves

    Debrief: IPL: Tamasha full-on!

    By Anil Thakraney

     

    Good fun campaign from Sony MAX for IPL 2013, I love it. And I say this despite the fact that I abhor this format of ‘cricket’, if it can be called that. That’s because the campaign is tailor made for this pyjama sport.

     

    The punchline sets the tone straightaway: ‘Sirf Dekhneka Nahin’. It’s superb because it strikes at the heart of the tournament; the IPL is more fun than games, it’s an outdoor party where everyone is legally allowed to make a complete fool of themselves. And for a change, a celebrity has been cast intelligently: Choreographer Farah Khan.

     

    Khan visits people’s homes/offices, and encourages them to not just watch the IPL, but dance wildly as well. She, along with her equally peppy ‘live band’ companions, shows people the right moves, and this makes the ads entertaining. In one commercial, Khan demonstrates to some serious officers how to celebrate when a player hits a boundary. This leads to madness in the boardroom. In another ad she gets some rather ‘healthy’ kitty party ladies to let off steam, causing an earth shaking situation, quite literally.

     

    Haanji, lots of masti, naatak and mazaa, which is the correct route for IPL. Khan does a fab job as the loud, energetic dance master, she is like this in real life too, and therefore she performs effortlessly. Her madness rubs off on all the others. Also, must say the script is well crafted, the junta will enjoy this comic stuff.

     

    Rating: (On a scale of 1-5): 3.5. Perfect approach for tamasha cricket

     

  • The jingle sucks, it's slow and drab, makes you feel sleepy, writes Anil Thakraney on the new Mahindra XUV500 ad

    Debrief: Mahindra XUV500: Lacks the ‘wow’ factor

    By Anil Thakraney

     

    Mahindra XUV500’s new ad is a classic case of noble intention backed by wanting execution. In short, operation successful, and you know the rest.

     

    It’s a good idea, perfect for a rough terrain SUV. A group of friends, a bit bored with life, zip off on a wildlife safari in South Africa. The setting immediately allows the vehicle to demonstrate its ruggedness. And once you’ve cracked that, it’s now all left to the execution. As the jingle belts out a sweet melody, our friends, as expected, encounter some wildlife. Giraffes, rhinos, wilder beasts, ostriches, etc. They finally have a close encounter with a cheetah, the ad’s show stopper, so to speak.

     

    Two problems with the execution. The jingle sucks, it’s slow and drab, makes you feel sleepy. When it should have been adventurous and uplifting, given the setting. They should have used one of those superb Zindagi Na Milegi Dobara songs, that would have worked nicely for pals on a long journey. The other problem is with the wildlife sighting. It’s either a cut-paste job, or the editing is poor. The encounters with animals don’t look real at all. An idea like this needed a ‘wow’ treatment; it should have had us on the edge, especially when the cheetah mounts the Mahindra XUV500’s bonnet. Because it looks like cinematic trickery, the TVC leaves you unmoved.

     

    Sad, really. They ought to have pulled all stops to make this idea rock. Instead it remains at the average level.

     

    Rating: (On a scale of 1-5): 2.5. Good idea. Deserved kickass execution.