MxMIndia

Category: DEBRIEF

  • What does Aircel have to do with Dhoni's self-belief saga? This ad is valid for any brand and any product category

    Debrief: Aircel: Misplaced belief

    By Anil Thakraney

     

    ‘Let’s keep believing’, says Aircel. Okay man, will do. But believe in what? In myself or in the Aircel call center executive who will hopefully have solutions to my billing problems? That minor detail doesn’t get explained in the new Aircel advert.

     

    So, I suppose ‘Belief’ is Aircel’s brand new corporate philosophy. That’s fine, but this platform has been sucked out dry in advertising. I wonder if people, er, believe in it anymore. Also, the treatment of the ad film, which features brand ambassador Dhoni explaining to a young friend (and to himself) the importance of not losing hope in bad times, is too close to one of those booze commercials the cricket captain does. I almost expected Maahi to sign off the ad by asking the kid to ‘Make it large’.

     

    Blasphemous thought.

     

    But more than the positioning and the treatment, I have a serious problem with brand linkage. What does Aircel have to do with Dhoni’s self-belief saga? This ad is valid for any brand and any product category… self-belief is a universal concept.

     

    Also, because the brand arrives abruptly in the end, its recall is gonna be a dicey issue. I would be rather surprised if Aircel gain’s much from this effort.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=QJbpzQSO3U8[/youtube]

    Yep, I believe in Maahi. Nope, I don’t believe in this ad. I think I’ll just go and make it large.

     

    Rating: (On a scale of 1 to 5): 1. Weak idea and execution.

     

  • In short, IDEA fails this time on all counts. What a mess! They may as well have chosen hell as the setting. That may have been apt

    Debrief: IDEA 3G: Sirji, it’s not working!

    By Anil Thakraney

     

    The IDEA guys are back with another set of ads featuring Small B. This time to promote their 3G smartphone apps. There is one app which apparently drives mosquitoes away, and no, I didn’t make that up!

     

    The problem IDEA has been facing with its advertising is: They have taken on two tasks. One, to change the world. And two, to make you laugh out loud while they are at it. This is a rather dicey deal, and it’s no wonder that IDEA’s advertising is highly inconsistent. When they get the balance right, the effort shines, as was the case with the ‘mass migrations’ ad. And when they go wrong, they go badly wrong, as is the case with the new campaign.

     

    The idea this time is: ‘An IDEA can change your afterlife’. And so, Small B is seen selling 3G apps to creatures in heaven. I watched some commercials and was left scratching my head on what in heaven’s name is going on. Who is Small B? Is he the god of death? Or an angel? Or an earthling who’s taken a non-stop flight to heaven? Why on earth has heaven been chosen as the setting for this campaign? (I am all for surprising solutions but not for senseless solutions.) Is this not creating confusion instead of adding clarity to the communication? Also, what’s the public service message out here? And as if all this chaos isn’t enough, there is zero wit in the scripts. The forced humour leaves you totally irritated.

     

    In short, IDEA fails this time on all counts. What a mess! They may as well have chosen hell as the setting. That may have been apt.

     

    Rating: (On a scale of 1 to 5): 0. Confusing & boring

  • It's quite painful to watch the ad. And given that Katrina Kaif is the protagonist, that's a criminal thing to happen

    Debrief: Slice: Ras nahin, boredom barsa

    By Anil Thakraney

     

    Slice is back this summer with another ‘Aamsutra’ ad. And it again features Katrina Kaif. ‘Ab Ras Barsega’ is the idea, and that line is pregnant with tantalizing possibilities.

     

    Sadly however, nothing really happens. The pretty lady is seen gallivanting around in a garden, as she alternately consumes lots of mangoes and lots of Slice. A qawwali track plays in the background to give the ad film a movie song feel. Nothing wrong with that per se… after all we do love watching film songs… but the script is so weak, the commercial leaves you high and dry.

     

    Two big problems. For the song treatment to have worked, the TVC needed a little storyline. If romance was the intention, the ad needed the presence of a lover for Kaif, or at least an indication of a lover. If Slice is playing the lover, no wonder it’s a flop show. Secondly, if Kaif had to go solo, which means the entertainment factor rests totally on her shoulders, the ad needed to pack in a lot of raw sensuousness and oomph. But even that doesn’t happen, maybe the advertiser chickened out of it. Kaif looks pretty plain and boring in this TVC.

     

    Net net: It’s quite painful to watch the ad. And given that Katrina Kaif is the protagonist, that’s a criminal thing to happen.

     

    Rating: (On a scale of 1 to 5): 1.5 Good qawwali. Dull video.

     

  • I wonder how many Indians would recognize the international football stars, since the sport is not really famous in India

    Debrief: Pepsi: Not really a game changer

    By Anil Thakraney

     

    It must have cost Pepsi a bomb to hire the services of football stars like Lampard, Torres and Drogba. Not to speak of expensive desi cricketers like Dhoni and Kohli. But does it work? Hmm, am not so sure.

     

    Pepsi continues with its ‘Change the game’ theme this summer. When they first broke with this idea it was quite refreshing in terms of the execution. But am afraid its losing fizz as the idea gets extended. Perhaps it has to do with the way they are extending it. In the new TVC, the football stars play football with a cricket ball.

     

    And there’s a ‘fun’ exchange between the cricketers and the footballers, as the two games collide.

     

    Here are the problems with this commercial: I wonder how many Indians would recognize the international football stars, since the sport is not really famous in India. Perhaps some uber urban lads will, but Pepsi is a mass brand. Which then makes one question the heavy expenditure. Also, the marriage of the two games is clumsily done and the treatment is very predictable. And this directly hits the entertainment value of the ad. The script had to be very spunky and very surprising for it to work. Lastly, the brand has been forced into the situation in a very, let’s just say, unsmart manner. They simply had to find a cool way to make Pepsi an intrinsic part of the storyline.

     

    In short, the ad lacks both, freshness and wit… the key ingredients of any Pepsi ad.

     

    Rating: (On a scale of 1 to 5): 1. Game changed. Now change the ad.

     

  • For one, getting Rajesh Khanna back from his long exile is serious lateral thinking. It makes the TVC surprising, noticeable and clutter breaking

    Debrief: Havells Fans: Masterstroke!

    By Anil Thakraney

     

    Very smart of Havells to rope in veteran actor Rajesh Khanna for their new ad for fans. And the treatment is cool too. I am usually not a fan of celebrity advertising, but this particular one simply rocks.

     

    The ad features Khanna boasting that the winds of change may blow, but that no one can take his fans away from him. A bit of an obvious pun on fans, but in this case it works. There are classical images of the star from his hey days as also from the present time. He even takes a thinly disguised dig at Bachchan, who dethroned the superstar in the seventies.

     

    Here’s why this ad works for me: For one, getting Khanna back from his long exile is serious lateral thinking. It makes the TVC surprising, noticeable and clutter breaking.

     

    The media has taken it up for coverage, and that’s a lot of free publicity for Havells. Imagine if they had used the done-to-death Big B. The ad would have passed by like Ogilvy’s ship in the dark. Also, the execution is pleasing. Khanna speaks with that famous drawl in the voice, a mixture of arrogance and self confidence. Something we identify with him. And his mannerisms are also the same. The laidback charm, the larger-than-life persona. Great stuff.

     

    In short, all that good advertising should be. As a bonus, the commercial makes you want to watch Khanna’s classics all over again.

     

    Rating: (On a scale of 1 to 5): 4. Surprising solution at its best.

  • I think makers of Limca have blundered big-time on this one. For one, Bebo is over-used in advertising. Waste of money. Cricket has been flogged to death, so that's a waste of time

    Debrief: Limca: Freshness badhao, not pyaas!

    By Anil Thakraney

     

    Limca has changed its positioning statement this summer. Earlier they used to promise freshness. Now they are selling the drink as a thirst quencher. ‘Pyaas Badhao’ is the new message. And they have punned on the word ‘pyaas’. Thirst for a drink, and thirst for success.

     

    Kareena Kapoor is the new brand ambassador. In the commercial, Bebo encourages a young, budding cricketer to sweat and toil so that he can become a successful player. Of course, lots of Limca drinking shots happen along the way. Totally unhappening stuff, I say.

     

    I think makers of Limca have blundered big-time on this one. For one, Bebo is over-used in advertising so she adds little to brand recall. Waste of money. Cricket has been flogged to death in advertising, so that’s a waste of time. But the biggest mistake is giving up ‘freshness’ and opting for a needlessly loaded story. Yes, I am aware ‘freshness’ is a generic concept for cold drinks, but that’s where the challenge for creative people lies. On how to lift a regular thought by creating wow executions. Stunning renditions should have been tried on ‘taazgi’. The new ad tries very hard to establish the ‘pyaas’ of doing well in life. Worse, Bebo demands adequate footage too… what’s the point of using her otherwise? And in all this crowded mess, the brand gets lost.

     

    Not working, people. Go back to ‘taazgi’ and go back to the drawing board. And hurry, the summer shan’t last forever!

     

    Rating: (On a scale of 1 to 5): 1. Strategy shift bombs.

     

  • To start with, the ad is way too noisy. This is God's own country we are talking about, so perhaps there's a mystical, tranquil, classy way to handle things

    Debrief: TOI Kerala: Much too cliche ridden

    By Anil Thakraney

     

    I watched Times’s new commercial for their Kerala edition. ‘A day in the life of Kerala.’ At least that’s the way the advertiser has conceptualized it. It basically features a ‘traffic jam’ on the backwaters. And all the chaos that follows. A rambunctious Mallu folk track booms in the background.

     

    Now, I know where TOI is coming from. The strategy is correct. They are trying to communicate that they understand the culture and lifestyle of Kerala and thereby the attempt is to win hearts and minds of the locals. That’s fine. But I have some issues with the execution. While I am not a Mallu and therefore am not really in a position to comment on the likeability of the creative amongst the target audience, speaking purely as a communications professional the TVC disappoints me. Here’s why.

     

    To start with, the ad is way too noisy. This is God’s own country we are talking about, so perhaps there’s a mystical, tranquil, classy way to handle things. (Recall the stunning ads done by Kerala Tourism.) In addition, the TVC is packed with the usual Kerala cliches. Fishermen, boats, backwaters, Kathakali dancer, etc. The only prop missing is elephants. They have been replaced by roosters this time, and for that I will give the ad one extra star.

     

    Sure, I admit the locals might just like this fare. But a cliche is a cliche in any region and in any culture. And so is deafening noise.

     

    Rating: (On a scale of 1 to 5): 2. The idea is right but the execution falters.

     

  • It works. Songs often have stories behind them, and the singers recounting these tales makes the ads quite engaging

    Debrief | Engaging stories from Airtel

    By Anil Thakraney

     

    A good product-specific campaign from Airtel. The objective is to sell digital music on their service, and instead of simply blasting out tracks in the ads, they have created neat little stories around popular movie songs.

     

    The theme is ‘My Song, My Story’. And each commercial features a playback singer recounting the story behind a particular song to a group of eager fans. The singers featured are well-known names from the world of music: Sonu Nigam, Shaan, Hariharan, etc. In one ad, singer Shaan tells us about the inspiration behind his hit song, ‘Tanha Dil, Tanha Safar’. About friends, who as they grow up, drift away into their own worlds and into their own busy lives. And all that remains are memories.

     

    It works. Songs often have stories behind them, and the singers recounting these tales makes the ads quite engaging. It’s also a good consumer insight to use because even viewers are likely to have their own personal connect with popular tracks. And so the ads become entertaining to watch even on repeat exposures.

     

    The only people who might not appreciate this campaign are those who are not into Hindi songs. But that’s okay. If they aren’t into music, they aren’t the target audience for this offer anyway.

     

    Rating: (On a scale of 1 to 5): 3.5. Focused and entertaining.

     

  • This ad works for me. Because the brand arrives seamlessly into the story, it isn't forced. Also, the situation is very slice of life, many young people will identify with it

    Debrief: Cadbury Dairy Milk: Slice of sweetness

    By Anil Thakraney

     

    Cadbury Dairy Milk’s ‘sweet beginnings’ campaign introduces two more commercials.

     

    One involves a young girl who’s discovered she’s pregnant. And the other one features college ragging. I didn’t quite like the latter one (the chocolate is forced into the situation), so let’s just discuss the ‘pregnancy’ ad which I did like.

     

    The nervous girl finds out that she’s carrying. And is unsure of how to break this big news to her mate. So she rehearses the standard filmy lines in front of a mirror. But the man overhears her, and this leads to a sweet exchange between the two. And of course, Cadbury Dairy Milk happens as a natural extension.

     

    This ad works for me. Because the brand arrives seamlessly into the story, it isn’t forced. Also, the situation is very slice of life, many young people will identify with it.

     

    So this will strengthen empathy. But most importantly, the couple acts very naturally and convincingly (unlike the ‘ragging’ TVC), so full marks to the director.

     

    All in all, must say the ‘Shubh Aarambh’ campaign is progressing sweetly.

     

    Rating: (On a scale of 1 to 5): 3.5 Right situation. Good direction.

     

  • If the Ashok Leyland guys had to use Dhoni, the least they should have done was to make the man play a credible role in the script

    Debrief: Ashok Leyland: Terrible casting!

    By Anil Thakraney

     

    You must have watched umpteen numbers of ads where you are left scratching your head wondering how did that celebrity fit into this (SRK selling Santro had me in splits for days together), However, truck maker Ashok Leyland appointing MS Dhoni as their brand ambassador will have you tearing your hair out in utter frustration.

     

    In the TVC, Maahi doesn’t just bond with truck operators and mechanics, he claims to represent Ashok Leyland (like a company salesman), and worse, the cricket captain boasts, ‘Hamara barson ka tajurba’! Wow! What on earth does the Mercedes Benz driving dude know of trucks?? Has he spent even a single day with Ashok Leyland? In the very next commercial, I saw Dhoni jiving with some international footballers, busy selling Pepsi.

     

    The Ashok Leyland guys must think their customers are totally dumb to buy into this nonsense. And if they had to use Dhoni, the least they should have done was to make the man play a credible role in the script. As if all this isn’t bad enough, the ad is very boring and painful to watch. And I say this even when I put myself in a trucker’s shoes.

     

    Complete disaster, I say.

     

    Rating: (On a scale of 1 to 5): 0. Incredible and dull

     

  • Bottom-line: Wrong positioning, wrong idea, wrong situation and a very stupid pun to top it all

    Debrief: Maruti Ertiga: Not LUVing it!

    By Anil Thakraney

     

    Okay, I am kinda confused. What IS the Maruti Ertiga? From what I read in the initial media reports, it’s an MUV (Multi Utility Vehicle). Then someone said it’s an MPV (Multi Purpose Vehicle). And even as I was still scratching my head over the difference, in comes the TV commercial which calls it an LUV – Life Utility Vehicle. What in the world is that now?

     

    So I watched the commercial as if it was a mystery movie, and guess what? I am left EVEN more confused! I was expecting to see a large, hansta khelta Hindu undivided khandaan in the ad. That’s the segment that would go in for a car like this, I assumed. Instead, what I saw was a young babe doing things I couldn’t comprehend after repeat exposures. All I recall is many boring shots of the Maruti Ertiga, the interiors and the exterior. And then it suddenly struck me: They are using LUV as a pun for LOVE! Wow!

     

    I would say the Maruti guys are fortunate to get away with such inane and puzzling advertising. And that’s because the Ertiga is actually a fabulous option for those looking for a largish family vehicle that doesn’t cost the earth. Maruti, in any case, enjoys huge loyalty in the market, therefore sales won’t be an issue at all. Even if the ad sucks, which it does in this case.

     

    Bottom-line: Wrong positioning, wrong idea, wrong situation and a very stupid pun to top it all.

     

    Rating: (On a scale of 1 to 5): 1. Confused and silly

     

  • Additionally, I like the fact that Micromax has stuck to its irreverent brand personality. Whether you agree with them or not, you have to appreciate their focus

    Debrief: Micromax: Sexy and cool

    By Anil Thakraney

     

    The king of irreverent advertising, Micromax, is back with another edgy campaign. This one is for their new handset called A50 Ninja, which comes with a built-in female voice feature that offers artificial intelligence. And very smartly, they’ve pet named the phone ‘Aisha’.

     

    The central idea is that the user bonds with the phone as if it was a beautiful woman. A woman who quietly obeys the master’s commands and offers him solutions like a good personal assistant. A cross between a sexy mistress and an efficient secretary. She has no emotions and is very matter-of-fact. And as a bonus, Aisha engages the boss in conversations that are laced with sexual innuendo, even as she solves his problems.

     

    This isn’t brilliant stuff but it most definitely is clever. Because the advertising panders to that ultimate fantasy of a man: to possess a smart chick who does what he demands, and never argues back. Clearly an impossibility in the real world, but we men do secretly fantasize about these things, don’t we? Admit it, dood!

     

    Additionally, I like the fact that Micromax has stuck to its irreverent brand personality. I know plenty of feminists who would abhor this campaign, but that’s of no consequence to the phone maker. They will play mischief, they’ve decided that from the start. Whether you agree with them or not, you have to appreciate their focus.

     

    Rating: (On a scale of 1 to 5):  3. Good strategy backed by provocative creative.