MxMIndia

Category: DEBRIEF

  • The idea taps into the single-game malaise this nation suffers from, and it's time the other games got some attention. The TVC reflects the opinion of many, and so it's a good consumer insight.

    Debrief: Pepsi: Game changer

    By Anil Thakraney

     

    Ah, so Pepsi wants to totally change the game for the upcoming summer. Previously their ‘change the game’ ads involved cricketers doing offbeat stuff. This time cricket itself is gone; it’s time for some football action.

     

    In the new TVC (and I suppose there will be many more as the heat picks up), brand ambassador Ranbir Kapoor asks a lad to forget practising his football skills, and instead opt for playing cricket. But the boy keeps ignoring him. Then they reach a non-functional Pepsi vending machine which Kapoor is unable to operate. The boy heads the ball onto the machine and a bottle pops out. Voila! Game changed!

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=Ior6SXL35NY[/youtube]

    Yes, it works for me. The idea taps into the single-game malaise this nation suffers from, and it’s time the other games got some attention. In that sense, the TVC reflects the opinion of many, and so it’s a good consumer insight. Also, the creative treatment is simple and fun, so that’s fine too.

     

    However, on a personal note, I wish Pepsi had changed the game to hockey, which is our national game and which is languishing big-time. It definitely needs all the attention it can get. Perhaps Pepsi will take that on in another commercial in this series, we’ll have to wait and watch. However, it must be said Pepsi has opened its innings on a promising note this summer.

     

    Rating: (On a scale of 1 to 5): 3. Moving away from thakela cricket refreshes the campaign.

     

  • 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

    Debrief: IndusInd Bank: Dull and annoying

    By Anil Thakraney

     

    A rather exasperating campaign from IndusInd Bank. I know this is feature-based advertising, but that’s no excuse, really.

     

    The commercial I watched features Bollywood veteran actress Neetu Singh and young actor called Jimmy Shergill, who plays her son. Promoting ‘Cash-On-Mobile’, it has Singh shopping for a surprise gift for her son. In a rather haughty manner, she dismisses all the shop assistants, constantly claiming that ‘I know everything’. At the cashier’s desk the bravado vanishes when she realizes she’s broke. She calls her son for help, who in turn transfers money to mommy instantly, via IndusInd Bank, of course.

     

    There are multiple problems with this ad. To begin with, the actress’s continuous drone grates the ears; this is not humour, it’s irritation for the viewer. If you find Singh continuously shouting ‘I know everything’ to be funny, you need help.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=B7GBhH4XO1g[/youtube]

    Two, the ad is totally literal and predictable, therefore it has zero entertainment value. Waste of expensive movie actors. And finally, Ms Neetu Singh is a rarity in advertising. So to cast a man who’s not her son in real life jars a bit. A better idea would have been to not use Shergill, they could have cunningly used a voice-over that sounds like Mr Ranbir Kapoor. That would have injected a little charm.

     

    Alas, was not to be.

     

    Rating: (On a scale of 1 to 5): 1. Complete wash out.

  • To say the commercial is so-not-funny would be a mild statement. The exchange between the various characters didn't just bore me, it made me squirm.

    Debrief: No Fizz, only Ewwwwww!

    By Anil Thakraney

     

    This one might possibly be the worst TV commercial on air right now. Everything’s gone wrong out here. The Appy Fizz ad involves some very trite banter between actor Saif Ali Khan and his pals, as they lounge somewhere. The drink, which has come alive, adds in its two bits of nonsense. I am not even going to describe this ad, that’s too boring a task. Please watch it for yourself.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=iWVoq1ePqx0[/youtube]

    Where do I begin? Saif Ali Khan? What’s the point of casting a middle aged angry actor for a ‘buddy hang out’ drink? How does he fit in? Next. Since the ad is entirely conversation based and nothing else happens aside from that, wit and sharp humour become key ingredients. To say the commercial is so-not-funny would be a mild statement. Truth be told, I haven’t heard such silly, juvenile banter amongst junior school kids. If the copywriter is weak on humour, he/she must avoid that route like the plague. The exchange between the various characters didn’t just bore me, it made me squirm. And of course, no one tells us what makes Appy Fizz a special drink. That it talks utter rubbish is all we know.

     

    By the way, they missed one little trick. What would have generated some laughs is if the angry middle aged actor punched the Appy Fizz bottle on its face. Boom! Chhote nawab is particularly good at these things. Had they done that, I would have given the ad a few stars. For sure.

     

    Rating: (On a scale of 1 to 5): 0. Humour falls flat.

  • I find this commercial pretty worrying. This creative suggests to me that Mid Day doesn’t really understand Mumbai. That they have a superficial view of this great city. And that’s much more disappointing than one sad ad

    Debrief: Mid Day: Maximum City. Minimum TVC

    By Anil Thakraney

     

    ‘My City, My Life’, the slogan, is a promising thought. What is even more promising is that Mid Day has chosen to compose an anthem for Mumbai city. A very good idea. This rotting, decaying, ignored city needs a war cry very badly. Something we can call our own and use to make a statement. Sadly, the execution sucks and the so called anthem is at best a below average jingle.

     

    Mid Day’s new TVC consists of vignettes of youngsters indulging in timepass. Goofing around at Marine Drive. Celebrating a cricket match victory. Goofing around some more near the Sea Link. And just in case you think they are a bunch of airheads, the kids are seen indulging in some more timepass: one of those candle-light marches. And the lazy, laidback ‘anthem’ will ensure you doze off rather quickly.

     

    An opportunity blown. There’s a lot more to the city’s youngsters, they are spirited, aware and want to see things change. They want to be a part of that change. Mumbai is the one Indian city that pulsates with energy, passion and ambition, that’s what keeps people rooted here, that’s what keeps the city alive. Despite all the problems people face. And if Mid Day didn’t want to deal with the city’s civic issues, they ought to have captured its raw passion. The anthem ought to have enshrined that energy and that can-do Mumbai spirit.

     

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

    I find this commercial pretty worrying. (And I use the word ‘worrying’ because as an ex employee I want the newspaper to do well.) This creative suggests to me that Mid Day doesn’t really understand Mumbai. That they have a superficial view of this great city. And that’s much more disappointing than one sad ad.

     

    Rating: (On a scale of 1 to 5): 1. A good concept murdered by thoughtless execution

     

  • Everyone seems to be using the BB for all sorts of stuff. Dating, BBMing, uploading pics, chatting, etc. As a result, the uncle suits have gone into absolute mourning, and this makes the TVC very unappetizing to watch.

    Debrief: Vodafone BlackBerry: Self-indulgent tripe

    By Anil Thakraney

     

    The Vodafone ‘BlackBerry Boys’ are back. Those singing and jiving suits. If I recall correctly, these buggers were complaining in a commercial a couple of years ago, that their BlackBerry had been stolen by dudes and dudettes. That it was no longer a corporate toy. Well, they are still cribbing about that, but the new ad is immensely irritating.

     

    Vodafone wants to increase the BB penetration further amongst the masses. And now the suits appear to have totally lost their ‘USP’. Everyone seems to be using the BB for all sorts of stuff. Dating, BBMing, uploading pics, chatting, etc. As a result, the uncle suits have gone into absolute mourning, and this makes the TVC very unappetizing to watch. Trust me, it’s no fun watching suits whine and sob, we see enough of that in the corporate world anyway. So while the original version was peppy and novel, the sequel is jaded and boring. I think it was a big mistake rehashing the ‘BlackBerry Boys’. They should have come up with a fresh idea.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=dz1Tsh4MW0o[/youtube]

    More importantly, in what appears to be an exercise in self-indulgence, the marketer and their ad agency overlooked one very important factor: There is zero entertainment in the commercial. After the first exposure you want to shoot the mourning suits. The least they should have done was to make them more interesting, if that is indeed possible. And what’s with the running supers that spell out the tired jingle? ‘BlackBerry Boys’ don’t understand simple angrezi? Now that’s reason to mourn.

     

    Rating: (On a scale of 1 to 5): 1. RIP, Messrs BlackBerry Boys

  • There is a little humour, a little emotion, a little slice of life, but on the whole the campaign stays in the average zone.

    Debrief: IPL: Chalta hai

    By Anil Thakraney

     

    Television is abuzz with the oncoming IPL 5 nautanki. And there are a zillion commercials on the air. Before I discuss the ads, can’t help but state that I detest this tournament. I always have and I always will. IPL adds little value to Indian cricket, but deducts a lot. Having got that off my chest, let’s get to the task at hand.

     

    The idea this time is pretty obvious: IPL brings the entire family together. There is no fresh consumer insight out here, the world and its father already knows that apart from the men in the house, aunties, bhabhies, toddlers and Moti, the dog, also like to watch this tamasha. With no sensational insight, it’s then left to the execution to hold the fort.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=UXQsIgN_530[/youtube]

    I watched a few films, and must say that in general, the creative fails to shine. There is a little humour, a little emotion, a little slice of life, but on the whole the campaign stays in the average zone. Having said that, one particular commercial did appeal to me, and I found it quite funny. And so that’s the commercial I am linking out here. Also, because I am in a good mood today, I shall rate the entire campaign based on this one ad. It’s about two gents having to bond when they have absolutely nothing in common with each other, and are on a totally different trip. Good one. Haven’t we all been stuck in such situations? Yep, in such a scenario, despite all its shortcomings, indeed the IPL becomes god-sent!

     

    Rating: (On a scale of 1 to 5): 3. Humour not exploited enough.

     

  • A fine example of how smart execution is critical to communication. There's no storyboard out here really, it's simply the joy that comes from watching fabulous human bonding. And wonderful performances from both the actors.

    Debrief: Cadbury Oreo: The importance of execution

    By Anil Thakraney

     

    A truly refreshing commercial. Fantastic presentation of father/daughter bonding. There is no idea as such in the new Cadbury Oreo commercial, but the powerful execution gives it a huge lift.

     

    In the TVC, a male exec arrives home. The wife is missing, so his little daughter role plays her mum. And pretends to serve daddy a Cadbury Oreo as if she has laid out a dinner spread for him. And all that happens in the ad is a super, very engaging interaction between the two. Cannot be described in words, you simply have to watch this one.

     

    A fine example of how smart execution is critical to communication. There’s no storyboard out here really, it’s simply the joy that comes from watching fabulous human bonding. And wonderful performances from both the actors. The little girl is totally cute, and the dad plays a subtle role. This contrast works brilliantly. (Imagine the over-acting Shahrukh Khan might have done in this commercial. He would have killed the emotion.)

     

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

    One more thing: I don’t know if this was intended, but a little beti playing her mommy strikes you subliminally. You are subconsciously left wondering if the man’s wife is no more, or that maybe she’s left him. Or it could be that she’s too busy building her own career. Any which way, that untold angle endears you even more to the father/daughter team. You feel happy for this little family.

     

    Full marks to the ad filmmaker. This is his/her film.

     

    Rating: (On a scale of 1 to 5): 4. Superb direction and acting.

     

  • Because the promise isn't really earth shattering, the execution has to play a very important role. And must say the ads are done nicely.

    Debrief: eBay: Simplicity works

    By Anil Thakraney

     

    You want to patao that supermodel? You want to be a beauty queen? No worries. You can do it all via eBay.

     

    The promise in eBay’s new TV campaign seems to be simple enough. I watched two commercials. In one, Ms Jabalpur desires to become Ms India. And she easily gets what it takes on eBay. In another ad one rather seedha saadha banda is able to win over a hot babe by buying her scintillating goodies on eBay. Simple enough and very massy concepts. And it works. Only because the communication is single minded.

     

    eBay only tells you that if you desire it, it’s here. And there’s no clutter of additional promises forced into the advertising. Also because the promise isn’t really earth shattering, the execution has to play a very important role. And must say the ads are done nicely. Although the humour isn’t really strong, they do leave you with a smile. So that’s fine.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=kTKyVR3RfAI[/youtube]

    All said, it’s done well. And they can produce many ads with this theme. Just one suggestion: What will make the communication work even better is if people are shown to desire bizarre stuff. AND they get them too. Just to give you an extreme example: A man wants to kill himself, but doesn’t know how to go about it. Till eBay comes to his, er, rescue. Of course, it’s macabre. But you get the idea!

     

    Rating: (On a scale of 1 to 5): 3. Focused and effective.

  • There is nothing wrong with the TVC per se, it's the script that plays out on our soaps every prime time evening, and so uncles and aunties will love all this feet-touching business.

    Debrief: Tata AIG Life: A public service ad?

    By Anil Thakraney

     

    Good values = Great future? Hmm. Not really sure about this. Else every decent bloke would be Mukesh Ambani. However, the Tata AIG Life guys are convinced about this theory.

     

    Their new TVC tries to say that a strong foundation is essential for a person’s future. And they have equated foundation with values. The ad features a young gal who wants daddy to meet the love of her life. But the dad is a bit of a khadoos, and believes that the new generation lacks values. However, our smart dude arrives and promptly touches khadoos daddy’s feet. Khadoos is much impressed and this sounds like good news for the lovers.

     

    There is nothing wrong with the TVC per se, it’s the script that plays out on our soaps every prime time evening, and so uncles and aunties will love all this feet-touching business. So that’s cool. The problem lies in its link to the brand. The story takes so long to reach its climax, the Tata AIG Life spiel gets hurried through in the end. A voiceover rattles off something about a good investment start for better returns, but that’s blink and miss stuff. Almost like a statutory warning.

     

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

    Net net: The TVC establishes Tata AIG Life’s own values, that they must be a bunch of nice guys. But what exactly these nice guys can do for your hard earned money gets left almost unanswered. In short, as they say, operation successful but the patient died. Tch, tch, tch.

     

    Rating: (On a scale of 1 to 5): 2. A pleasing commercial that does little for the brand.

  • Good approach. By demonstrating the scheme laterally, they have made the Docomo offer get wings.

    Debrief: Tata Docomo: Entertaining and effective

    By Anil Thakraney

     

    The Tata Docomo guys have done a bizarre thing in their new campaign. They have made hottie Ranbir Kapoor, their brand ambassador, dress up as a really old man. A crime in itself, but one that could have been overlooked if the advertiser had at least put out a little reason why the young actor was made to go geriatric.

     

    In the commercial I watched (and there are many more), Kapoor plays a cheating old down-market restaurateur. He insists on serving three idlis per plate, and if the patron wants only two, well then, too bad. Kapoor will still charge for three pieces.

     

    It’s Tata Docomo’s way of selling their ‘Pay for what you use’ scheme. As in, unlike the old, cheating Kapoor, they will only charge for what you use.

     

    Good approach. By demonstrating the scheme laterally, they have made the Docomo offer get wings. A direct route would have been pretty cold and boring.

     

    And this approach immediately becomes entertaining. Nope, you won’t tire of the commercials even on repeat exposures. Must say, so much better than those horrendous Ranbir Kapoor talk shows that Tata Docomo used to inflict on us.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=YC-tq7XJ0Ew[/youtube]

    However, I still have one problem: Why is Kapoor decked up as grandpa? Why, why, why? Why take a sexy man and then totally kill his sex appeal? Why?

     

    Rating: (On a scale of 1 to 5): 3. Lateral route works.

     

  • Must say, quite a risky move from Yatra.com. People will either recall Salman and his antics, and forget all about the brand, or the star will become synonymous with the brand and that will help in recall

    Debrief: Yatra.com: Dangerous strategy

    By Anil Thakraney

     

    Totally filmi commercial from Yatra.com, the travel portal. They have hired the services of Salman Khan and have packed in all the masala Sallu bhai’s flicks contain. And of course, the macho hero does what he does best in his movies: Act himself.

     

    Salman plays some sort of a travel agent who spends all the ad time making fun of a partner/customer over the wig the man is wearing. Basically all the nonsense Khan indulges in on the big screen. Of course, we have no idea how Salman fits into Yatra.com and how exactly we get better deals. What happens in the ad is what happens in Salman’s movies: He totally hijacks the show.

     

    Must say, quite a risky move from Yatra.com. This is like a loaded dice that can swing any which way. People will either recall Salman and his antics and forget all about the brand (what Yatra.com does for you gets lost in all the filmi drama). Or, the star will become synonymous with the brand and that will help in recall when one is planning to travel. He could improve the brand saliency. Only time will tell Yatra.com if they’ve benefited from the actor or if they’ve pissed away a whole lot of money.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=75PU4RwdXJU[/youtube]

    Just one small side observation: A little birdie tells me the middle aged hero has got hair weaving done inDubai. In which case, should the joke not be on him? 🙂

     

    Rating: (On a scale of 1 to 5): 2.5 Marks only for the entertainment Salman provides.

  • Good stuff. The ad will appeal to the non net savvy folks too, and this could result in a huge boost in sales for Flipkart

    Debrief: Flipkart: Clever and entertaining

    By Anil Thakraney

     

    Using kids as adults isn’t really a novel idea in advertising. But because it’s done well in this instance, ads from Flipkart are always great fun to watch. Flipkart is back with a brand new series of commercials, and the one I watched is quite funny.

     

    This time the theme is ‘Shopping ka Naya Address’. And it looks like Flipkart is out to nail folks in the non-metro towns as well with an old world Hindi film treatment. The ad features three generations of a family living together in a house. The grandson receives a pack via courier that contains a mobile phone which the grandpa has ordered. From Flipkart, of course. The boy’s father plays the cynic of the family, and he expresses doubts over online transactions. This makes his missus join in the conversation, and it all gets really amusing. As kids play elders, with all the make-up and expressions in place.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=tt18PjLzNcw[/youtube]

    Good stuff. The ad will appeal to the non net savvy folks too, and this could result in a huge boost in sales for Flipkart. The execution isn’t slapstick or over-the-top, and that’s why it works. The humour is understated and this makes the ad charming. And the kids have simply rocked it.

     

    Rating: (On a scale of 1-5): 3.5 Smart marketing strategy. Cool creative work.