MxMIndia

Category: DEBRIEF

  • The challenge 'Aapke paas nahin hai kya?' makes the owner of the phone feel superior, and this trick should appeal to kids who are forever looking to outwit their seniors, to go one-up on them.

    Debrief: The one-upmanship trick

    By Anil Thakraney

     

    It’s raining smart phones in the market. And they need smart ads to get noticed. Well, Samsung has found a Smart Alec way to achieve that for its new brand, Galaxy Y.

     

    The phone, as you can imagine, is targetted at the tech-savvy youth. And the core idea is that the smart phone helps the kids ‘fix’ their seniors/elders. In one ad, a suit stops his luxury car and asks some youngsters for directions to a place. But he makes the fatal mistake of addressing them as ‘kids’, and this energizes one of the spunky girls to show some attitude with her hot new phone. As she challenges the ‘uncle’ with: Aapke paas nahin hai kya? Similarly in the other ad, an angsty boss gets put in his place by a junior who plays around with his funky Galaxy.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=DXTlU2kLjyg[/youtube]
    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=SMUSdYSa3Qs[/youtube]

    Not a bad idea. The challenge ‘Aapke paas nahin hai kya?’ makes the owner of the phone feel superior, and this trick should appeal to kids who are forever looking to outwit their seniors, to go one-up on them. In that sense the insight is relevant and the idea campaignable. Should work.

     

    However, where the commercials falter a bit is in the execution. The treatment lacks finesse, it looks sophomoric. And the humour could have been stronger, they need wittier situations. Nothing that can’t be fixed.

     

    Rating: (On a scale of 1 to 5): 2.5. Good thought, but needs stylish play.

  • The idea rides the public anger on the streets of Mumbai, and the script does not shy away from taking up provocative issues

    Debrief: Mumbai Mirror TVC connects with Mumbaikars

    By Anil Thakraney

     

    Mumbai Mirror has positioned itself as the voice of the city. And the new TVC uses a simple but powerful creative device to communicate the positioning: a hand held microphone.

     

    In the ad, angry Mumbaikars express their respective grievances on the streets using this device. An author protests about his books being burnt. A mom complains about adulterated milk. Another dude stops a neta motorcade to vent his anger against the ugly political hoardings and banners that keep sprouting up. Quite obviously, the microphone represents the newspaper.

     

    I like this approach, and in particular, the use of a microphone. The device can become a powerful visual metaphor for the brand in the long term. The idea rides the public anger on the streets of Mumbai, and the script does not shy away from taking up provocative issues. Also, the stories are real, these have been published in the newspaper, so empathy and credibility would be strong. The people featured are aam aadmis and aurats of the city, and that’s the way it should be for a mass brand.

     

    All in all, a commendable effort. Should strike a chord with frustrated Mumbaikars.

     

    Rating: (On a scale of 1 to 5): 4. Powerful and very relevant advertising.

  • The problem here is the treatment, not so much the concept. They could have made stunning commercials on future events. Instead, they have indulged in a wild, immensely off-putting shor sharaba waali party sharty, and in all the din the brand gets lost somewhere.

    Debrief: Can’t see the wood for the ply

    By Anil Thakraney

     

    Completely stupid ad from the house of Greenply. While it isn’t a bad idea to feature improbable situations from the future, and thus imply that the only thing constant will be the long-lasting Greenply plywood, the method they have used is really bad, and that’s putting it mildly.

     

    The setting is a New Year party, where some crazies sing and dance and predict outlandish things about the future. That the rupee will get you 45 dollars, the Kashmir problem will be solved, man will get pregnant, cars will run on water, etc. And that while we may not be around to see all that happen, the chair made from Greenply will still be there to witness all of it.

     

    Always hoyenga.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=l23PT-GuKSY[/youtube]

    Well, to be honest, I can’t believe it’s the same Greenply that gave us that delightful ad where a Tamilian gent is reborn as a little Sardarji. The problem here is the treatment, not so much the concept. They could have made stunning commercials on future events, almost like little sci-fi films. Maybe with stories woven around them. Instead, they have indulged in a wild, immensely off-putting shor sharaba waali party sharty, and in all the din the brand gets lost somewhere. And yes, the jingle really sucks.

     

    Pata nahin future mein kya hoyenga. Par yeh ad nahin chalenga.

     

    Rating: (On a scale of 1 to 5): 1. Simply put, a really bad New Year party.

     

  • The ad effortlessly communicate that Google Chrome can make you prosper in your line of activity.

    Debrief: Google Chrome: Real marries virtual

    By Anil Thakraney

     

    Excellent advert from Google Chrome. Taking their global idea forward, which is ‘The web is what you make of it’, they have Indianized the concept quite wonderfully. It’s about explaining to a layman how easy it is to expand your business by creating your own website.

     

    The TVC features an artist from Tanjore (Tamil Nadu). His miniature paintings aren’t selling much, and the man looks pretty disillusioned. He then creates a website for his work, and soon his fame spreads far and wide and he turns into a flourishing entrepreneur.

     

    But the magic lies in the execution of the commercial, it’s a combination of the real and the virtual, and it’s difficult to describe it. Watch the TVC.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=8ZYIBQqRodA[/youtube]

    Now here’s a commercial where everything comes right. The idea, the direction, the editing, the setting, the casting, the music score… all come together literally like a work of art, and effortlessly communicate that Google Chrome can make you prosper in your line of activity. It’s actually a very basic thought, but the fabulous execution takes it to another level.

     

    Also, it must be said, this is a risky storyboard. Things could easily have gone horribly wrong with a mediocre treatment. Full marks to Google Chrome and their ad agency for taking that risk. It’s paid off.

     

    Rating: (On a scale of 1 to 5): 4. Art and science come together seamlessly to create magic.

     

  • SRK and Pepsodent – not working, G. Ra.One was more happening!

    Debrief: Pepsodent G: WTF, G??

    By Anil Thakraney

     

    Pepsodent G takes care of your gums. Fair enough. But what does Shahrukh Khan have to do with this promise? Unless it’s about Kabhie Khushi Kabhie Gum, which is not the case out here, hehe.

     

    The commercial features King Khan as a Sikh army officer. And it involves an exchange between him and his little son, on how the brand reaches the root of a toothache, and sorts our gum problems. Or some such thing. The only slightly cute thing about the TVC is that father and son address each other as ‘Pappu G’ and ‘Pappa G’. A take off on Pepsodent G. In fact, I think someone in the ad agency got the ‘G’ brainwave, and got so excited, he/she wrote a whole script on it, just to somehow make it work.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=2XNovcMh7w0[/youtube]

    Total waste of money, G. What’s the point of hiring the super expensive Khan when all he has to do is become the brand window for Pepsodent G? Where’s the idea? Where’s the entertainment? Caught up in the weak G ‘masti’, the writer hasn’t even tried to inject some life into the dialogue. The result: a maha boring ad. Despite Shahrukh doing all he can to pep things up a bit.

     

    Not working, G. Back to the drawing board, G. Make the star pay for his fat fees, G.

     

    Rating: (On a scale of 1 to 5): 1. Lifeless script. Shahrukh Khan’s Ra.One was more happening. 

     

     

  • This sort of an over-the-top idea is required for a new website that simply deals in great sales offers. Safe advertising would have killed the brand even before the god of death arrived.

    Debrief: Snapdeal: Deadly idea

    By Anil Thakraney

     

    It takes some guts, especially in a superstitious India, to run ads that feature the god of death as the protagonist. Well, the ‘great deals’ website Snapdeal.com has done exactly that, and no, don’t think the site will expire in a hurry.

     

    Termed ‘Yamdude’ in the campaign, the deadly god goes about having fun with scared dudes and the cool Snapdeal deals. He basically saves lives instead of taking them, being distracted by the product offers. In one ad, a sky diver’s ‘time’ has come, so Mr Yamdude arrives mid-air to get him. But when the chap flashes his discount coupons, the god gives him a chance to live, and instead buys himself goodies with the coupons.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=zUJc1gyFVb4[/youtube]

    Good, fun advertising. And the wackiness will help get instant brand recall. This sort of an over-the-top idea is required for a new website that simply deals in great sales offers. Safe advertising would have killed the brand even before the god of death arrived. So, a pat on the back for taking the risk.

     

    Seems to have paid off already. Snapdeal.com, because of the cool Yamdude, is being discussed on the social media. Always a good sign for brands targeted at the urban youth.

     

    Rating: (On a scale of 1 to 5): 3.5 Funky idea, entertaining ads.

     

  • There's not much of an idea in the new Tanishq Glam Gold commercial. But energetic and engaging treatment makes it come alive.

    Debrief: Female bonding with Tanishq

    By Anil Thakraney

     

    There’s not much of an idea in the new Tanishq Glam Gold commercial. But energetic and engaging treatment makes it come alive.

     

    The setting is an open air party, where lots of young people are dancing. It appears to be a pre-wedding do, given all the finery the ladies are decked up with. One girl tries to bring the couple together on the dance floor, but her plans go for a toss as it suddenly starts pouring. The party abruptly stops, but our spunky girl won’t let her close pal down. She begins dancing in the rain, and then everyone else follows. Much to her buddy’s delight, the party goes on. And yes, as you can imagine, the shots are layered with close ups of the Tanishq Glam Gold jewellery.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=p9bcCW8GuBQ[/youtube]

    Like I said, the lack of a strong central idea has been compensated by a happening treatment. You don’t expect commercials for gold to go totally into lifestyle, and this refreshing approach works. The endearing attitude of the girl, unwilling to let her friend down, sets the tone for Tanishq’s brand personality. The power of girlie bonding. Which would aid in brand salience. And of course, the dance party makes for a very entertaining commercial. It’s shot well too, and one won’t mind repeat exposures.

     

    Rating: (On a scale of 1 to 5): 3. The full-on lifestyle approach pays off.

     

  • The one little problem is this: Because all the ad time gets used up in establishing the clones, there's no chance of telling us exactly how Kotak Life will help us double our income.

    Debrief: Kotak hits the clone zone

    By Anil Thakraney

     

    Another Bollywood classic lifted. Kotak Life promises you guaranteed second income in their new commercial, and the idea is ‘cloning’. The jingle borrows the popular Qurbani film song, and the tinkered words are: ‘Mere jaisa koi meri zindagi mein aaye’.

     

    In the commercial, people discover duplicates of themselves, much to their delight. And these clones happily assist the originals in their activity. A singer gets a partner to croon with. A chef gets a partner to aid in preparing a delicacy. Another chap gets a look-alike to help him board a moving bus. It’s not a bad idea at all. If the Kotak Life managers are alive to the long term possibilities of the cloning idea, then they are on to a good thing. It can become a powerful brand property. But if it’s just a one-off TVC, then the ad only serves as a cute entertainer, and no more. The real challenge is how they take this one forward.

     

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

    The one little problem is this: Because all the ad time gets used up in establishing the clones, there’s no chance of telling us exactly how Kotak Life will help us double our income. For that, we have to call/visit them to find out. That’s fine… because you can’t load a brochure on TV… but it also means the idea must be pumped with steroids, else it serves little purpose.

     

    All said, I like the core thought. Wouldn’t all of us like a duplicate to share our work load? For the politicians, that’s serious double ‘income’, hehe.

     

    Rating: (On a scale of 1 to 5): 3. Good long term potential

     

  • The key target audience, the youngsters, will connect with this situation. Also, Nestle has done a cool improvement over the previous version: they have set the new commercial inside a classroom.

    Debrief: Kit Kat: All about the birds and the squirrels

    By Anil Thakraney

     

    Recall Kit Kat’s dancing, crooning squirrels from last year? While the idea was quite insane, I did feel the approach imparted distinctiveness to the brand’s advertising. In fact, I remember social media was abuzz with the ad. Guess the positive reactions have prompted Nestle to make a sequel. And this time it’s parrots.

     

    The setting is a college classroom. A boring history teacher is in action, and one of the dudes can’t take it any more. He starts to record the lecture on a dictaphone, and takes a ‘Kit Kat break’. Once the choc is down, the hallucinations start. Two parrots suddenly appear out of nowhere and the couple gyrates to a romantic track. They even sit on top of the lecturer’s hair puff, much to our chap’s delight. Basically, pretty much the same stuff that happened in the squirrels commercial.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=0HygFG-yvh4[/youtube]

    It’s good fun, no doubt. The key target audience, the youngsters, will connect with this situation. Also, Nestle has done a cool improvement over the previous version: they have set the new commercial inside a classroom. This allows the creative to have some irreverent fun with the boring lecturer, and it adds to the general masti. All in all, Kit Kat is on the right track. The animated creatures give the brand good recall.

     

    I wonder which animal/bird will feature in the next ad. Elephants? Well, if they do so, the ad must happen after the UP assembly elections are done, or the election commissioner will clamp down on it. 🙂

     

    Rating: (On a scale of 1 to 5): 3.5 The animal farm is buzzing!

     

  • Katrina looks glam and the situation is endearing. Mother and daughter living it up together warms the heart. Simple idea, zippy execution.

    Debrief: Titan Raga: Great attitude

    By Anil Thakraney

     

    Titan Raga has released a new commercial with brand ambassador Katrina Kaif. And it strikes the right balance between attitude, lifestyle and product.

     

    In the commercial, Katrina appears all set to go off on a journey, but her plans get scuttled by a sudden text message, apparently from her boyfriend, saying: “My flight’s cancelled, let’s postpone our trip.” (Incidentally, this isn’t Salman Khan’s message, and I say that for one significant reason: Bhai cannot craft one English word without glaring typos.) Disappointed, but only for a moment, the sprightly actress decides to carry on with the journey. She grabs her Titan Raga, and invites her mom to join her. Both zip off in a car, grooving to a cool track.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=oCGsUqI3RW4[/youtube]

    Nice commercial. Highlights the ‘Life is now’, never-say-die spirit of young urban India. Katrina looks glam and the situation is endearing. Mother and daughter living it up together warms the heart. And there’s just enough branding in the film, it’s there but it’s not in your face. Simple idea, zippy execution. Good show.

     

    Just one small gripe: Did Kats have to ask her mom out ONLY because her partner let her down? Couldn’t she have done it anyway? Wouldn’t that have been cooler? But, no matter. It still works.

     

    Rating: (On a scale of 1 to 5): 3. Brand and attitude nicely matched.

     

  • I think The Hindu is on the right track. And the ads have quickly gone viral because the content is super fun. Great work.

    Debrief: Repositioning The Times

    By Anil Thakraney

     

    The action’s really hotting up in Chennai. Great stuff from The Hindu. Rival Times of India had run a hard-hitting campaign which showed people dozing off while reading their regular newspaper (read The Hindu). And The Hindu has hit back even harder, and in their campaign they reposition the challenger (read The Times) as a newspaper for the dimwits. For people who lack general knowledge but are totally clued in on Bollywood masala.

     

    ‘Stay ahead of the times’ is the tongue-in-cheek slogan. The commercials feature youngsters being asked questions on current affairs/general knowledge, and they fail miserably. But the moment a question is put to them on filmi issues, they get excited and answer correctly.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=LXLsi_Vmtw4[/youtube]
    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=Ckzsh9SpUAQ[/youtube]

    I think The Hindu is on the right track. For three reasons: One, they have played to their own core strength, which is the brand’s serious, no-nonsense image. This would make their current readers very happy. Two, the campaign attempts to reposition The Times as a newspaper for the floozies. And this hits the Times where it hurts, because the latter is renowned for its filmi coverage. Truth is that The Times also does serious journalism, but in an all-out ad war, these considerations don’t count. And three, The Hindu has been able to pull off a power campaign that must have cost peanuts to produce. And the ads have quickly gone viral because the content is super fun. Great work.

     

    The ball is now in The Times’s court. All eyes on Chennai!

     

    Rating: (On a scale of 1 to 5): 4. Powerful, funny and happening!

     

  • I like the strategy. But the commercials try hard to be funny; they are executed quite shoddily and end up becoming a bit irritating.

    Debrief: Thomas Cook: Forced humour

    By Anil Thakraney

     

    ‘Travel Smooth’ is Thomas Cook’s latest punch line. And the promise in their new campaign is that they will ensure we don’t face embarrassing situations when we travel abroad. That Thomas Cook is an expert travel agent and we can feel safe when we do business with them.

     

    I watched three ads; each caters to a specific traveller’s need. One involves a conservative desi family booked into a very shady hotel, courtesy an unreliable agent. Likewise, other ads deal with problems on foreign currency and sight-seeing. It’s a negative campaign, an attempt to get a positive spin-off by rubbishing the competition.

     

    I like the strategy. Rather than use the tried and tested route of boasting about Thomas Cook’s great work, better to make fun of the rivals. This ensures refreshing advertising, so that’s fine. However, in the execution of that intent, the advertiser loses the way.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=EAhfCt4GKdM[/youtube]
    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=vp1kql2V9ZY[/youtube]

    The commercials try hard to be funny; they are executed quite shoddily and end up becoming a bit irritating. While the hotel one is marginally better, the currency and the bus tour ads leave you totally cold.

     

    Maybe the writers of this campaign haven’t travelled much. I can put out a laundry list of hilarious events that unfold because of poor planning. Enjoy an international holiday, guys. And then come back and write the storyboards.

     

    Rating: (On a scale of 1 to 5): 2. Good strategy not backed by creative.