MxMIndia

Category: DEBRIEF

  • The ad becomes off-beat and entertaining as the commercial talks about aam sellers. Plus, it indirectly cues that Maaza = Real mango, without hammering it down our throats.

    Debrief: Maaza: Refreshing take

    By Anil Thakraney

     

    Mango drink Maaza has a brand new positioning: ‘Bin mausam aam’. But instead of focusing on mango lovers, they have featured mango hawkers in the advert. And that’s actually quite clever, because it injects freshness into the communication.

     

    In the TVC, three mango sellers wonder what to do with their lives since the mango season is over. Desperate to earn a livelihood, the ‘aam aadmis’ try out new career options. One becomes a soothsayer, another tries his hand at dentistry and the third one becomes a car mechanic. Naturally, being untrained, they fail miserably in their new roles. Then, a smart lad introduces them to the ‘Bin mausam aam’ called Maaza. And so they begin selling that.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=UizD1CD2oBM[/youtube]

    The twist in the tale works. One, because the ad indirectly cues that Maaza = Real mango, without hammering it down our throats. And two, because the commercial talks about aam sellers, the ad becomes off-beat and entertaining. And one must appreciate the client for not insisting on Maaza sipping shots in every frame. This idea would have been impossible to execute with such a demand.

     

    If there’s one negative, it’s that the idea only works in a long format, because it’s an indirect route. I don’t see them being able to pull this off with a fifteen-second edit.

     

    Rating: (On a scale of 1 to 5): 3. Novel approach pays off.

  • Opportunitylost. Penguin wasted. Methinks some super cool ads can be created around feeling alive in life

    Debrief: 7UP: A downer

    By Anil Thakraney

     

    Well, summer’s still to arrive but the cold drinks marketers are already in action mode. 7UP has a new commercial on air, and this one features brand ambassador Sharman Joshi and a penguin.

     

    The idea is about always feeling ‘UP’ in life (Not to be confused with Uttar Pradesh!). And this idea tenuously ties in with the brand name. Always up, never down, so to speak. Joshi inspires a penguin to dance along with him, and their ‘jugalbandi’ is pretty much all that the ad has to offer. And it all leaves you cold and confused in the end. Let me explain.

     

    I think they should have single-mindedly stuck to the penguin as the core idea. It’s cute, cuddly and cool. Stories could have been written around 7UP and the penguin.

     

    There was no need for the Bollywood actor; he takes away from the commercial.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=BrWiN4qTSwo[/youtube]

    Two, their dance is totally unexciting and the very ordinary jingle doesn’t help matters. Poor execution of the ‘feeling UP’ idea. Three, for some strange reason, another unrelated brand, Nimbooz, has been shoved into the commercial and this causes dissonance. Where was the need for that?

     

    Opportunitylost. Penguin wasted. Methinks some super cool ads can be created around feeling alive in life, and not letting bad things come in the way. In fact, last year’s ‘Gussa Hatao, Chill Machao’ ad had more jaan to it. They may as well have continued with it.

     

    Rating: (On a scale of 1 to 5): 1. Leaves you frozen.

  • I think Chevrolet is doing the right thing. It makes sense to create an umbrella corporate campaign that rides on raw emotions

    Debrief: Chevrolet’s emotional route connects

    By Anil Thakraney

     

    Chevrolet is back with another tear jerker for its corporate campaign, ‘Sang Rishte Chalen’. This one features an emotional relationship between a father and son.

     

    In the TVC, the ‘puttar’ is all grown up and he’s busy packing to start a new life in another town. The father hovers over him, wondering if the son has forgotten to pack important stuff. The interaction between the two indicates an uncomfortable relationship. The dad fondly stares at an old family picture, in which his son is a little kid, and that brings back memories. Finally the son departs, but carries the same picture with him in his Chevrolet Beat. And yes, there’s a lot of rona dhona in the ad.

     

    I think Chevrolet is doing the right thing. While the brand ads can be more functional, it makes sense to create an umbrella corporate campaign that rides on raw emotions. This would help in building a bond with desi car buyers since we Indians are suckers for emotions.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=2vFklija8XQ[/youtube]

    Must also add that the commercial is shot nicely, emotions flow easily in the treatment, it isn’t forced. And the strained father/son relationship is only hinted at, and not shouted out, which makes the film work even better. That one shot of the father trying to hug his son and the latter choosing to touch the dad’s feet is a gem.

     

    Good work all round.

     

    Rating: (On a scale of 1 to 5): 3.5 Warm play of human emotions.

  • The idea worked earlier, and it works now. The only question is this: Is it completely ethical for the marketer to ride on a player's rather serious illness?

    Debrief: Birla Sun Life: Topicality enhances efficacy

    By Anil Thakraney

     

    Last year, Birla Sun Life ran a TV campaign where some cricketers expressed their career insecurities. I recall reviewing that work, and had quite liked it. Mainly because of the message extension: If loaded cricketers can worry about their future, we middle class wallahs should be alarmed. This was also the first campaign in India where celebs spoke like ordinary citizens. Some people will recall Yuvraj Singh’s famous words: “Jab tak balla chal raha hai, thaath hai. Jab balla nahin chalega toh….”

     

    Well, Birla Sun Life is back with Yuvi. And this time the idea works even better because soon after the World Cup win, our hunky batsman was diagnosed with a cancerous tumour. This meant he was left out of the team. (Though the up-side is that Yuvi must be secretly thankful for not being a part of the team that’s been badly humiliated in recent times.) In the commercial, the cricketer once again expresses apprehensions over an uncertain future and the need for insurance. And he also alludes to his sickness.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=wtJ8qM-o3J4[/youtube]

    Well, the idea worked earlier, and it works now. The only question is this: Is it completely ethical for the marketer to ride on a player’s rather serious illness? And, is it correct for the player to play along with this idea? Is it the case of being opportunistic? To be honest, there are no easy answers to this one. I would only say that Birla Sun Life has played a clever card out here. And since Yuvi didn’t mind the marketing ploy, that should be fine, I guess.

     

    Rating: (On a scale of 1 to 5): 3. Clever use of human tragedy.

     

  • HTC has come up with some really silly stuff for their new handset called 'Explorer'

    Debrief: HTC: Fingering around

    By Anil Thakraney

     

    Quite understandably, desperation has set into the advertising for mobile phones. After all, every single route and trick has been exhausted in this highly cluttered category. HTC has come up with some really silly stuff for their new handset called ‘Explorer’. They have used the ‘finger’ as the creative device.

     

    In the various TVCs, a man’s fingers literally walk and reach the lady he’s trying to patao. In her bedroom, her bath tub, wherever she goes. And yes, since this is advertising, she gets pataoed. In real life, the lady would file charges for stalking. The concept is this: Win her heart by hectically running your fingers on the smart phone.

     

    [youtube width=”400″ height=”250″]http://www.youtube.com/watch?v=oy3j3jM7FOE[/youtube]

    Not only is the finger idea not original (remember Small B’s ‘ungli cricket’?), the way they’ve used it here is ugly and off-putting. Almost creepy, what with fingers relentlessly chasing a woman around. Worse, the situation of wooing a woman… how new is that? The least they should have done was to make sure the ugly unglis do something new.

     

    Bottom-line: Advertising that’s tired, tasteless, boring and repulsive. I understand some amount of advertising fatigue has set into this product category, but fingering with the creative? That’s so not on.

     

    Rating: (On a scale of 1 to 5): 0. The middle finger, anyone?

  • Anil Thakraney finds the launch TVC for the zippy, stylish Hyundai Eon a "total wash out"

    Hyundai Eon: India Yawn

    Hyundai, reportedly, has spent obscene sums of money to perfect their new little hatchback called Eon. And I wish a very small part of that moolah had been kept aside for creating some wonderful advertising. The zippy, stylish car deserves it. Sadly, their launch commercial is a total wash out. And the less said about the press ads the better.

     

    What happens in the ad is what happens in every second commercial inIndia. Youngsters having fun. Youngsters partying. Youngsters doing masti. Youngsters doing blah, blah, blah. And this, as you can expect, is peppered with the usual shots of the car in action. In short: No idea. No interesting story. No engaging situations. Every single principle of good advertising trashed. The result: Eon stays as just another car launch in the Indian market. And we’ll suss it out when we have the time.

     

    Criminal waste of money. Here’s a small car that’s determined to threaten the popular Maruti Alto, that desires to becomeIndia’s No 1 entry level car, and the ad doesn’t give you a single reason why you should be excited. If 900 crore rupees (wow!) has gone into the R&D, surely there are interesting facets of the car that need to be highlighted.

     

    ‘India On’, the ad says. Maybe it is. But the ad certainly is not on.

     

    [youtube width=”350″ height=”250″]http://www.youtube.com/watch?v=WgAFK95qlm4[/youtube]
    Rating: (On a scale of 1 to 5): 1. For a good photocopy job!


  • The chocolates aren’t rammed down our throats, the brand comes across as this nice, gentle soul who reminds you of your responsibilities. This endears us to Cadbury.

    Anil Thakraney’s Debrief: Very touching

    Brilliant start by Cadbury to the Diwali festival season. Their new ‘Lonely Maa’ commercial tugs at the heart-strings. It’s a simple treatment. An elderly lady is seen struggling with the computer to connect with her son who lives in another city/nation. And that insensitive chap only communicates with her via the web. Because he’s too busy focussing on his career. The poor lady isn’t able to log in, accidentally spills tea on the comp, and looks utterly lost, dejected and lonely.

     

     

    Outstanding. And here’s why: The chocolates aren’t rammed down our throats, the brand comes across as this nice, gentle soul who reminds you of your responsibilities. This endears us to Cadbury. The insight is timely and relevant. Many youngsters give their careers top priority, and find no time to spend with their aged parents. And they imagine that virtual connect is good enough. It isn’t! And most importantly, the treatment. The film is executed with so much heart, as a viewer, you badly want to reach out to the old lady and comfort her. Help her. Take care of her. And this is how brands build an emotional bond with their consumers. Way to go!


    I would be very surprised if this ad doesn’t win many trophies.

     

     

    Rating: (On a scale of 1 to 5): 5. This is what advertising ought to be.

     

     

    Anil Thakraney’s ad review column DeBrief appears twice a week.

  • With the negative approach, Bajaj shows the market leader in a poor light, and in this testosterone-charged product category, such an approach will work.

    Debrief: Bajaj Discover: From Hero to Zero

    By Anil Thakraney

     

    Looks like The Hindu’s new campaign is going to unleash an avalanche of ‘beeps’ in Indian advertising. No, not to camouflage swear words, but to trash rival brands without naming them. So, all fun and no legal tensions.

     

    The latest brand to discover the beep sound is Bajaj Discover. In their ad, they have attempted to project the rival brand (read Hero) as the one meant for those who settle for the second best, buggers who compromise in life. The TVC contains testimonials from such people. One guy says he deliberately bought a slower bike so that his boss does not get the impression that junior wants to overtake him. A young lady says she asked her hubby to buy a thakela bike because now that the chap is married, he doesn’t need to show off. ‘Chalta nahin, daudta hai’, is the message.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=gyp1QECfas4[/youtube]

    Strategically, the commercial makes sense. With the negative approach, Bajaj shows the market leader in a poor light, and in this testosterone-charged product category, such an approach will work. At the very least, it would make bike buyers give Bajaj Discover a nice try before they make up their minds on the brand of choice. Another good thing is the fresh use of the testimonial route. Usually, consumers are made to sing paeans for the advertising brand, but in this case testifiers are people who bought the rival brand.

     

    The only weak part is the treatment. The situations and the overall direction is too laidback and dheela. Surely they could have executed the whole idea with a lot of flair and excitement. The Hindu ads scored better on this parameter.

     

    Rating: (On a scale of 1 to 5): 3. Not really a ‘heroic’ effort but chalega ji!

     

  • Hence I shall do my evaluation purely on the presumption that most readers were able to smell it. If that is the case, it's a kick-ass innovation and needs to be applauded

    Debrief: Didn’t smell the coffee (but loved the innovation)!

    By Anil Thakraney

     

    So, after ‘singing’ newspapers, we have smelly newspapers. (God knows what awaits us next… perhaps farting newspapers.) Last Sunday, makers of Bru Gold executed a sensational media innovation in the TOI. The cover page was made to smell of coffee beans. So that readers could experience the fragrance of Bru Gold.

     

    To be very honest, I had no idea and only heard about this innovation from reports in the media. Because when I lifted that particular edition, which was soon after the municipal elections in Mumbai, I could only smell rats inside the newspaper, if you know what I mean. But I did not smell the coffee. To give the advertiser the benefit of the doubt here, I must declare that I don’t drink coffee, so maybe that’s why the aroma eluded me.

     

    Therefore I shall do my evaluation purely on the presumption that most readers were able to smell it. If that is the case, it’s a kick-ass innovation and needs to be applauded. Must have taken a lot of preparation and perseverance to make it happen, and one must appreciate that. I also approve of the innovation because unlike Volkswagen’s musical newspaper (a really corny idea) this one was non-intrusive and silent. So, good work guys, and I will be generous with my rating.

     

    However, that still doesn’t change the fact that I only smelled rats in the newspaper that morning.

     

    Rating: (On a scale of 1 to 5): 4. Super media innovation. Should win a few trophies.

     

  • The ad works as nicely as all of the previous Vodafone pug commercials. The animal brings in a great deal of freshness and simplicity into the communication.

    Debrief: Vodafone’s pug returns. And shines.

    By Anil Thakraney

     

    Ah, the cute pug makes a comeback for Vodafone. This time it’s being used to communicate instant connectivity. I had been wondering where the animal had disappeared to; there’s little doubt it makes Vodafone commercials that much more charming to watch.

     

    In the new TVC, a young lad (is he old enough to be flirting?) eyes a young gal in a park, and she seems to be giving him the glad eye as well (is she old enough to be flirting?). But because the gal is very shy and the guy a phattu, his puggie plays Cupid and brings them together. Instant connectivity achieved. Cool!

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=mRO8mV3BdGE[/youtube]

    Yup, the ad works as nicely as all of the previous Vodafone pug commercials. The animal brings in a great deal of freshness and simplicity into the communication. The only thing one wonders about is this: Is the pug losing just a little bit of its appeal?

     

    Has it been overdone? I suppose the advertiser must have commissioned a survey to suss that, and perhaps their findings were encouraging.

     

    However, it’s critical that the dog be used very, very sparingly. Else, just like it happened to Uncle SRK, excessive exposure will kill its appeal. Then the doggie will have to dress in drag to draw attention to itself.

     

    Rating: (On a scale of 1 to 5): 3.5. The pug works its magic. Once again.

  • A car wash centre that overhauls the entire car? It's neither interesting nor funny. In fact, it suggests to you that the makeover is totally superficial. And the editing is so sloppy, everything simply flies by.

    Debrief: Mahindra Xylo: Er, what just happened?

    By Anil Thakraney

     

    The ‘happy feet’ gaadi Xylo has had a makeover of some sort. But because the communication is all muddled, one isn’t sure what really has changed. Is it a fresh coat of paint? Or new doors? Or perhaps they’ve upgraded the floor mats?

     

    The TVC is completely bizarre. Atul Kasbekar, the ace photographer, is back with his leggy models. This time as they drive around in the Xylo, a bird drops crap on the wind screen, leaving our leggy models pretty aghast. The chivalrous Kasbekar takes the dirty Xylo to an automated car wash (do we have those in India?). The magical car wash doesn’t just clean the Xylo, it ‘redoes’ the entire car. It changes the doors, provides a new shade and perhaps overhauls the engine too. Wow! The very impressed leggy models then fondle the car’s exteriors, though I am sure Kasbekar would have wished they did that to his interiors. (Okay, just kidding!)

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=GJ8YMz33h0U[/youtube]

    It’s a disaster, really. A car wash centre that overhauls the entire car? It’s neither interesting nor funny. In fact, it suggests to you that the makeover is totally superficial. And the editing is so sloppy, everything simply flies by, nothing registers, you can’t really tell what exactly has changed out here. Gets worse. The confusion is further compounded as the leggy models and Mr Kasbekar fight for your attention. In the end, you are left with nothing. To be honest, after many exposures I didn’t know what hit me.

     

    Rating: (On a scale of 1 to 5): 1. A good lesson on how to screw up communication.

     

  • This ad is from the house of Fevicol, and these guys have set a very high benchmark for themselves. When you view the new ad in that context, it's a let-down

    Debrief: Where’s the Fevi magic?

    By Anil Thakraney

     

    The makers of Fevicol have launched a new variant called Fevicol Speedx, and as the brand name suggests, the promise is speed of bonding. And I must say Fevicol has disappointed me this time, I have always been a huge fan of their ads. This one just doesn’t have the usual Fevicol spark.

     

    In the commercial, a man orders a bed to be custom-made, and the conversation with the furniture supplier happens over the telephone. The buyer has many specifications, but as soon as he finishes the call, the bed arrives. A lot faster than a mass produced pizza. Yes, the furniturewallah makes and delivers stuff at lightning speed, courtesy Fevicol Speedx, of course.

     

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

    Now if you examine the TVC in isolation, there’s nothing really wrong with it. It’s catchy and it’s single minded. Usually, one would give such an ad decent points. But this ad is from the house of Fevicol, and these guys have set a very high benchmark for themselves. (Think of the ‘unbreakable egg’ and the ‘packed bus’ commercials from the past.) And when you view the new ad in that context, it’s a let-down. Sure, the exaggeration route has been used again, but this time the idea is much too literal and predictable. After the first exposure, the TVC has as much charm as a regular pizza ad. The commercial doesn’t pack in the X-factor we usually associate with Fevicol adverts.

     

    Not happening, I say. Looks like the ad agency literally lived up to the brand name, and speeded to the client’s office with the first storyboard.

     

    Rating: (On a scale of 1 to 5): 2.5. And that’s a very poor score for a Fevicol advert.