MxMIndia

Category: DEBRIEF

  • I have two reflex reactions each time Murthy comes on air (which is way too often): One, to smash the TV set. Two, to grab the remote control…

    Debrief: Voltas A/C: Sack this Mr Murthy!

    By Anil Thakraney

     

    An extremely boring campaign from Voltas for their aircons. They’ve created this brand mascot called Mr Murthy. He’s been around for some time now. In each ad, the chap talks into camera making a pitch for Voltas. I’ll be very frank out here: I have no bloody idea what the man says, and I am not even interested. And no, that’s not because I am not looking to buy an air conditioner.

     

    The reason is simple: Pathetic, intolerable advertising. It’s all very well to appoint a brand ambassador (and to Voltas’s credit, at least they didn’t sign up the maha tired Shri Amitabh Bachchan). But you have to make sure that the individual is appealing, happening, charming, funny, adorable, memorable… am sure you know the criteria. He can’t be a man who has zero charisma, zero humour (and yet tries to be funny) and zero personality. This ad is bound to crash; as David Ogilvy said a long time ago, no one buys from boring people. And if this isn’t sad enough, Voltas has made this big bore belt out a brand window too! Grr.

     

    I have two reflex reactions each time Murthy comes on air (which is way too often): One, to smash the TV set. Two, to grab the remote control. Thankfully, the Sindhi in me makes me opt for the latter. 🙂

     

    Rating: (On a scale of 1-5): 0. Dunno if the A/C cools, but the ad leaves me heated up.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.

     

  • Brilliant! I love it! It's nearly impossible for a thirty-second TV commercial to leave tears in your eyes, and Idea has managed to do exactly that

    Debrief: Idea: Sob, sob!

    By Anil Thakraney

     

    Some months ago I had reviewed the Idea telephone exchange commercial which featured a son exchanging the phones of his bickering parents. I had mentioned that Idea was onto a tremendous consumer insight, and I can say it’s working wonders for the brand with the second ad too. While I was not very happy with the casting in the husband/wife TVC, must say the new ad is perfectly done.

     

    This one features an ultra busy young executive who has no time to even call his aged parents. The smart dad exchanges the phones of his son and the mother, and sets the stage for an emotionally charged finale. As the son discovers that his mom doesn’t get a single phone call during the day, and he promises to keep in touch every day with his parents.

     

    Brilliant! I love it! It’s nearly impossible for a thirty-second TV commercial to leave tears in your eyes, and Idea has managed to do exactly that. Fabulous casting this time, and a situation which every single Indian family will identify with: Children too busy for their lonely parents. And yes, we Indians are emotional fools, this ad will hit the bulls-eye on our bleeding hearts.

     

    Hats off, Sirji!

     

    Rating: (On a scale of 1-5): 4.5. Superb idea, superb treatment.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.

     

     

     

  • A suggestion for the creative team: Guys, raise the pagalpanti level, make it crazier. Madder the treatment, better would be the brand recall. Now that you've chosen the wacko route, go all out, don't stop at silly, childish pranks

    Debrief: Mirinda: Needs more madness!

    By Anil Thakraney

     

    Am all for pagalpanti. In advertising as well as in real life. We need loads of it, this nation is too damn serious. Which is why I like Mirinda’s tagline: Pagalpanti zaroori hai. And Asin isn’t a bad choice for such a promise, she did a wonderful job with all her pagalpanti in the Aamir Khan flick, Ghajini. It’s another matter of course that the pretty Mallu actress’s career never took off in Bollywood, and I guess that’s only because she doesn’t come from the Bolly ‘family’, but I digress.

     

    It’s a series of nonsense ads. The premise is: ‘Mirinda andar jaati hai aur pagalpanti bahar aati hai’. Slightly erotic, but that’s my dirty mind at work. So in one ad, a girl walks through a security check gate, but a different girl emerges. All thanks to Mirinda. Don’t even try to rationalise this one, it’s pagalpanti after all.

     

    Well, madness is in order for cold drink advertising, so that’s cool. Though I wonder how many viewers would be able to recall the brand name, but that’s for the advertiser to check. And I say that because this sort of stuff can work for just about any fun product. A suggestion for the creative team: Guys, raise the pagalpanti level, make it crazier. Madder the treatment, better would be the brand recall. Now that you’ve chosen the wacko route, go all out, don’t stop at silly, childish pranks.

     

    Also, Asin looks lovely in the ads. It’s a pity her Bollywood career never took off, and here I go again with the unrelated stuff!

     

    Rating: (On a scale of 1-5): 2.5. Good fun. Brand recall needs to be sussed.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.

     

     

     

  • There's nothing not to like about this one. It's a surprising solution, the treatment is high-action and the promise is single minded

    Debrief: Tata Sky: The ‘Epic’ ad

    By Anil Thakraney

     

    Ah! So after ads masquerading as TV soaps (Godrej, Honda Amaze), it’s now the turn of a TVC to act like a full-length feature film. Tata Sky has released a three-minute-long commercial (first time in India, we are constantly reminded), but chances are very high that after they’ve obtained their quota of some free press (because of the long duration), the advertiser will run short edits.

     

    That said, must say it’s an innovative approach. The new tagline is: When you don’t have the time for TV. Very relevant, that. With the social media taking over our lives, fewer people have time for the idiot box, at least in young urban India. The TVC features a dramatic jail break, and the subsequent capture of the prisoners. The guys are trying to escape while an Indo-Pak cricket match is on, wrongly assuming that the jail staffers would be glued to the TV. Of course, our smart officers have decided to record the match on Tata Sky HD. To watch it later in peace.

     

    There’s nothing not to like about this one. It’s a surprising solution, the treatment is high-action and the promise is single minded. All that you’d want from a good ad. Where the commercial loses a few points, is that it doesn’t have a strong repeat exposure value. You will be mesmerised the first time, perhaps even the second time. Once the cat is out of the bag, the ad ceases to entertain. How many times can you watch a bunch of prisoners on the run, with nothing else happening in the commercial? The agency must account for the repeat value factor when they work on the next movie… oops… ad.

     

    Rating: (On a scale of 1-5): 3. Good tagline, single minded communication.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.

     

     

     

  • What strikes me as different is that Honda has decided to break the rules of typical sedan advertising. Refreshing to see a sedan ad minus all the usual lifestyle advertising shoo-sha. And it makes strategic sense

    Debrief: Honda Amaze: Takes a detour

    By Anil Thakraney

     

    Wow, this seems to be a season of soaps! On Tuesday we examined the new Godrej campaign, which follows the TV serial format. Here’s another one, and thank god it doesn’t feature Amitabh Bachchan in drag. Honda Amaze, the first diesel offering from Honda is here, and their ads too feature a continuing story.

     

    This campaign features the full family. The man’s in-laws are visiting, and this ‘catastrophic’ event triggers many ads, and within each ‘episode’, one particular feature of the car gets highlighted. More leg room, more boot space, super mileage, etc. The entertainment is provided by funny interactions amongst the family members.

     

    Hmm, must say it’s an interesting approach, even if it isn’t brilliant by any stretch of imagination. It’s actually a regular Indian family ad. What strikes me as different is that Honda has decided to break the rules of typical sedan advertising. Instead of selling premium imagery, hip lifestyle, design, aspiration, hot chicks, etc, they’ve gone into the life of a typical middle class family. They are the sort of people you’d find in a realism-based television serial like Balika Vadhu. There’s not even an attempt to make the brand look cool and happening, it’s totally about functionality and performance.

     

    Now, this I appreciate. Refreshing to see a sedan ad minus all the usual lifestyle advertising shoo-sha. And it makes strategic sense. Honda is considered an expensive option in India, their cars are always priced higher than the rival brands. The Amaze is Honda’s first reasonably priced car, but rather than selling price, they’ve gone for the ‘aam aadmi’ advertising approach. So that the entry level sedan buyers don’t shy away from the brand, imagining it to be expensive.

     

    Good thinking. This approach will result in many footfalls in the Honda showroom.

     

    Rating: (On a scale of 1-5): 3. Sensible, no-frills advertising.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.

     

     

     

  • Aamir in drag will get the junta interested. I also like the characterisation; the couple used is an up-market one (the kind you'll meet at Cuffe Parade), and this gives the brand a premium image, even when they discuss mundane stuff

    Debrief: Godrej: Good TV soap

    By Anil Thakraney

     

    The Godrej group has released a product range campaign on television, and just for that novelty, they should be patted on the back. Usually, range ads stick to the print medium, and they are almost always very boring. But Godrej’s TVCs are anything but boring because they feature Aamir Khan in drag, which means full-on masti.

     

    There is a series of ads conceptualised as a continuing soap opera. Khan is researching for a movie role, and he arrives at his pal’s house dressed as a woman. The pal is a little edgy because his missus assumes Khan to be a woman, and he’s worried about the two ‘bonding’. Anyway, fun interactions happen between the trio (just as in a TV serial), and each ‘episode’ deals with a particular Godrej product. Air conditioners, hot plates, mosquito repellents, etc.

     

    I must say this is a very refreshing advertising approach from a conservative group. Aamir in drag will get the junta interested. I also like the characterisation; the couple used is an up-market one (the kind you’ll meet at Cuffe Parade), and this gives the brand a premium image, even when they discuss mundane stuff like eradicating machchars. The dialogues are crafted well, they are a bit funny, and I won’t be surprised if some have been written (re-written) by Aamir bhai. 🙂

     

    So all very fine and dandy. And yet, I shall raise a red flag, the advertiser and the agency should keep a look-out for this as the series continues to play out. The product’s entry into the conversation is just a wee bit forced. I know this is a tricky one, which is why a lot of polishing needs to be done while writing these scripts, so that the brand merges seamlessly with the human interactions. Right now, the product arrives like a minor irritant. In addition, Aamir in drag would naturally vampire the proceedings, all eyes would be on him. All the more reason the product story must shine, or it risks getting lost.

     

    Rating: (On a scale of 1-5): 3. Brave effort, should give the brand a premium ticket.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.

     

  • The real strength of this campaign, apart from the sharp focus, lies in the casting and the dialogues. Superb choice of models, they look the sort of folks who would get mighty angsty over one rupee

    Debrief: Airtel: Wonderful casting

    By Anil Thakraney

     

    Good fun TV campaign from Airtel. Totally single-minded and very entertaining. It’s a simple little promise: Videos on the mobile for just one buck. What I like about the ads (I have watched three, all very cool) is that they concentrate only on the one rupee per video offer, and yet keep the laughs going.

     

    In one ad, a cab driver doesn’t have one rupee change. Our dude, the passenger, won’t let the buck go, and demands that the cabbie give him the money. The smart cabbie plays a song on his mobile, which he has got hold of from Airtel for just, yes, one rupee. The other two commercials are equally funny. A tapori with his one rupee coin stuck inside a weighing machine. And a control freak mom with her one rupee ‘shagun’.

     

    The real strength of this campaign, apart from the sharp focus, lies in the casting and the dialogues. Superb choice of models, they look the sort of folks who would get mighty angsty over one rupee. This is a good lesson for all creative people, on how careful casting can lift a commercial big-time. The copywriter has done a good job too, these are conversations from real life. In fact, I know such maha stingy people, plenty of them, trust my rotten luck!

     

    Rating: (On a scale of 1-5): 3.5 Fun communication for a mundane promise.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.

     

  • It doesn't feel like an ad, this could be a scene from a Bollywood film or a television serial. Very subtle, very soft, and therein lies the commercial's power

    Debrief: Tanishq: Director’s film

    By Anil Thakraney

     

    Very pleasing slice-of-life commercial from Tanishq. And what makes it truly refreshing is that the ad deals with the brother/sister relationship, something we don’t usually get to watch in advertising (unless it’s Raksha Bandhan time).

     

    The TVC is set in a bedroom which the siblings share. This subliminally cues middle class family, perfect for this brand which offers jewellery at an affordable price. The sister is about to get married, and the younger bro has bought her a gift from his first salary. It’s Tanishq, of course. This follows a warm, playful exchange between the two, difficult to describe, it’s best watched. Suffice to say the film has a fantastic emotional connect.

     

    It’s actually a simple script (must have been tough storyboarding it), and the onus therefore is totally on the director. And must say he/she has delivered big-time. It doesn’t feel like an ad, this could be a scene from a Bollywood film or a television serial. Very subtle, very soft, and therein lies the commercial’s power. This feels like a real conversation captured from the ‘shaadiwala’ house next door, and the interaction between the siblings is delightful. A less competent director would have treated the situation in-your-face, and the emotion would have tanked.

     

    I like the way the Tanishq team has built the brand. They never shout low price, but you always know you can afford their stuff. And the packaging is full-on desi emotion. Perfect!

     

    Rating: (On a scale of 1-5): 4. Warm, soft, real.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.

     

  • The creative team had the right idea. And yet, there was something missing, the ads failed to shine. After a few exposures, boredom set in

    Debrief: Cadbury Gems: Weak animation

    By Anil Thakraney

     

    Correct IPL strategy by Cadbury Gems. Within the core umbrella positioning of ‘Raho Umarless’, they ran a series of commercials during the just concluded tournament, where the gems were animated to behave like cricketers and spectators.

     

    The creative team had the right idea. They married the various colours Cadbury Gems come in with the colours of jerseys the different IPL teams wore. This was a cool idea, because it helped tie the brand with the games seamlessly. Also, the treatment, as you’d expect from candy advertising, was the usual fun and masti, so all that’s fine.

     

    And yet, there was something missing, the ads failed to shine. After a few exposures, boredom set in. Compare this animation effort with Voda’s hilarious Zoozoos and Zumis, the difference was like chalk and cheese. So then what went wrong? I suspect the problem was in the execution. Since the ‘characters’ remained at the level of Cadbury Gems, they lacked visual appeal. I am not an art director or an animation artist so I don’t have pat answers. Still, here’s a thought: Could some of the gems have been created to resemble cricketers, and made to behave the way Dhoni, Gayle, Bhajji, Sreesanth, etc, might behave? This would have helped bring in lots of laughs, and would have helped the gems look a bit cuter. As a bonus, Cadbury Gems would have got star power in the ads without having to pay these guys a penny.

     

    In fact, they could have fed on the latest IPL scandal, and added a few bookie gems.

     

    Rating: (On a scale of 1-5): 2. Strategy perfect but the creative lacks spark.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.

     

  • It is a realistic situation (this is what Sreesanth must be going through right now), and the cop speaking in Haryanvi dialect is too funny.

    Debrief | Quikr.com: ‘Spot’ on!

    By Anil Thakraney

     

    I totally approve of Quikr.com’s advertising. This is because they use disruption very effectively to break the clutter, and that’s the ideal ad strategy for a young brand that does not have deep pockets. You need to knock hard to get noticed. In addition, Quikr.com does something even better: they run topical ads. Again, a smart thing to do, this gets the ads discussed.

     

    The latest TVC deals with the spot-fixing scandal in the IPL. A cop advises cricketers not to sell their souls for money, and to instead sell their used items via Quikr.com. Fridge, TV, A/C, etc. The camera pulls back, and we discover a man standing next to him (a prisoner), fidgeting with the towel. The cop accuses the chap of spot-fixing, and then starts torturing him.

     

    Haha. Good fun, I likes. It is a realistic situation (this is what Sreesanth must be going through right now), and the cop speaking in Haryanvi dialect is too funny. That too is authentic, because the bowler has been arrested by the Delhi cops. Notice that the ad would have cost peanuts to produce, but the impact is immediate. Always a sign of intelligent advertising.

     

    If there’s one little problem with the ad, it’s that I feel they should have cast a Sreesanth lookalike. And made him weep exactly the way our man did after Bhajji gave him that crashing back-hand flip. That would have been so very cool.

     

    Rating: (On a scale of 1-5): 3.5 Topicality works. It’s funny too.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.

     

  • Chori? Perhaps. Still, you have to admit the director of the Aircel ad has done a good job, one can't take that away from him/her.

    Debrief: Aircel: Charming. But is it original?

    By Anil Thakraney

     

    Sweet Aircel commercial. Very endearingly directed. For the first time I have liked Dhoni in a commercial, he looks happy being in it. The Indian cricket captain usually looks maha bored in the ads, as bored as he looks at the pressers these days, as he turns into a mannequin when asked questions on the IPL mess.

     

    But the most important reason I like the ad is the performance by the little autograph hunter. Very cute, very real, and his expressions and body language are stunningly perfect. This situation feels like it’s happening in real time. Full marks to the director, this commercial looks simple but it mustn’t have been easy to shoot. So, good show.

     

    However, a veteran ad man points out that the commercial is a copy of Coke’s classic ‘Mean Joe Green’ commercial from 1979. I am linking both the commercials below, you can decide if the Aircel creative team got inspired or not. Yes, the ads do have the similar plot, the treatment is similar too. Chori? Perhaps. Still, you have to admit the director of the Aircel ad has done a good job, one can’t take that away from him/her.

     

    Aircel
    		 Coke

    Rating: (On a scale of 1-5): 3.5 – If the ad is original. 1 – If it’s ‘inspired’.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.

     

  • The idea of touch screen machines is neat, since they help you physically bond with the person from the other nation. It demonstrates the similarity of people from both sides, leaves you with that hearty feeling: 'Oye, yeh toh hamare jaise log hain!'

    Debrief: Coke: Hindi Paki Bhai Bhai

    By Anil Thakraney

     

    After TOI’s Aman Ki Asha campaign, here comes an idea from Coca Cola to help bridge the divide between India and Pakistan, a divide which only seems to be growing deeper each year.

     

    Coca-Cola calls it ‘Small World Machines’. Vending machines have been installed in malls at New Delhi and Lahore. And through these 3D touch screen machines, people from the two nations are able to virtually join hands. And naturally, since this is an ad venture (which rules out poisonous elements like Hafiz Syed), janata from both nations is elated to meet and greet.

     

    Well, all one can do is appreciate such efforts, and hope that they make a difference. It’s quite obvious by now that the netas from either side can’t lick this problem, so whatever little enterprise is shown by the private sector is welcome. The idea of touch screen machines is neat, since they help you physically bond with the person from the other nation. It demonstrates the similarity of people from both sides, leaves you with that hearty feeling: ‘Oye, yeh toh hamare jaise log hain!’. Also, it goes nicely with Coke’s ‘Open Happiness’ theme. Do take a look at the number of views this video has already garnered, this idea seems to be working.

     

    Hope to see more of these vending machines installed in many cities across the two nations. And if I spot Dawood bhai on the other side, I may not join hands with him, but it will give me an opportunity to show the finger. 🙂

     

    Rating: (On a scale of 1-5): 4. Cool, innovative public service concept.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.