MxMIndia

Category: ADVERTISING

  • 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 Indian self-regulatory body has been honoured by the European Advertising Standards Alliance (EASA)

    ASCI’S NAMS inititative bags Silver at EASA 2013

    By A Correspondent

     

    The Advertising Standards Council of India (ASCI) has won the Best Practice Silver Award at the European Advertising Standards Alliance’s (EASA) Annual Meeting held in Milan, Italy recently. ASCI received this award for introducing the path-breaking initiative, National Advertising Monitoring Service (NAMS), in May 2012. ASCI had introduced NAMS to strengthen the process of tracking and reducing misleading advertisements, which harm the interests of consumers.

     

    The proactive monitoring by NAMS of print and TV ads has helped in tracking a much wider number of misleading ads month on month. In relative terms, the number of ads against which complaints were received and processed by ASCI has jumped nearly five-fold from 177 in 2011-2012 to 784 in 2012-2013.

     

    Commenting on this occasion ASCI’s Chairman, Arvind Sharma said, “ASCI through NAMS has done pathbreaking work in tracking down and removing ads which make misleading, false or unsubstantiated claims. And the EASA Best Practice Silver award is recognition by the global ad Self Regulatory Organisations (SRO) that ASCI not only follows global best practices but also helps in innovating new ones.  This recognition encourages us to further strengthen the professional and ethical standards in the ad industry to ensure responsible advertising and thereby protect the interests of the consumers.”

     

    The EASA awards were organized around EASA’s annual general meetings held in Milan which include technical meetings on self-regulation best practices and a workshop on social media.

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad.

    AdStrat: Bajaj: Cooling with comfort

    Name of the campaign/ad: Ek dum solid cooling

     

    The Brief: The brief was to communicate the “Ultimate cooling comfort in summers through Bajaj Cooling.”

     

    Research insights: The Latest range of Bajaj coolers provides enhanced air throw, thus cooling everyone in the farthest corners of the room.

     

    The thought process behind the creative: Enhanced cooling was communicated by showing the most hardworking individual enjoying his work, thanks to the comfort provided by Bajaj Coolest.

     

    Media vehicles chosen: TV, Digital, Print.

     

    Key issues kept in mind while executing the ad: Communication has to drive the message clearly “Ultimate cooling comfort in summers through Bajaj Coolest”

     

    What is the differentiating factor about the ad? While most of the competition push powerful cooling, Bajaj has decided to concentrate on ‘comfort’ which is the final payoff from cooling in summers.

     

    Agency comment: Kapil Sawant, ECD, Leo Burnett said, “With summers around the corner, the objective of the communication was to highlight the product reality that Bajaj coolers cool everyone and every corner of the house. Thus bringing to life the idea, sab ko aaram milega. The creative rendition translates this by showing those who make others feel comfortable like a masseur, himself enjoying the cooling of Bajaj Coolers. Thereby also underlining the brand promise, Ek dum solid cooling.”

     

    Client comment: Beena Koshy, Sr. GM and Head Brand Development, Bajaj said, “In a lighthearted and simple manner we have tried to bring out the biggest need experienced in summers, the need to feel comfortable. And what could be more convincing than showing a person that is expected to provide comfort, the masseur, to experience it himself. This communication is therefore in sync with what Bajaj Coolest stands for.”

     

  • The HT story reports that because crime shows carefully deconstruct each incident (this is what makes these serials highly interesting), and present the minutest tricks used by cops in their pursuit of criminals, it's becoming difficult for the police to nab these guys

    Anil Thakraney: Are crime shows helping criminals?

    By Anil Thakraney

     

    Read a disturbing story in the Sunday HT on how crime shows on television are helping criminals escape the police. This, according to the report, is because these sods learn the tricks used by the cops, and then employ them for their own benefit. Naturally, this is alarming to hear, and given the way India operates, someone will file a bitter PIL, and these crime shows will come under serious pressure. Which will be a pity, because Crime Patrol on Sony is my favourite serial, and the team does a wonderful job. Other channels have launched clones, but they don’t pack in the same chutzpah.

     

    Anyway, let’s examine this issue carefully. There are two parts to this debate: One, do these crime shows inspire potential criminals to take up crime? That’s bullshit, so let’s kill it right away. There’s violence happening all around us. On the streets, in the house next door, in the movies, in the media reports, even in the parliament. It’s all pervading. So to blame TV shows for this is stupid. As a matter of fact, the moral lesson in each crime show episode is this: Crime doesn’t pay. In every single episode the criminal gets caught and is duly punished. In fact, crime shows almost always show the cops in a very good light, and we all know that’s not how it turns out in reality.

     

    The second issue: The HT story reports that because crime shows carefully deconstruct each incident (this is what makes these serials highly interesting), and present the minutest tricks used by cops in their pursuit of criminals, it’s becoming difficult for the police to nab these guys. Having picked up the modus operandi, these criminals are able to pre-empt police action. Now this is quite worrying. Because TV crime shows are based on real incidents (unlike most movies), they are sure to have a bigger impact on a criminal’s psyche.

     

    I have a suggestion to offer: At the risk of diluting the show’s engagement value, the producer should consider concealing the critical processes used by cops, especially those that involve technology. Perhaps the producer can indicate the particular process used, but avoid the detailing. I know this doesn’t sound very exciting, but it’s something that crime show creators need to ponder upon, and very quickly too. Before legal action or governmental interference leads to their closure. And no one wants that to happen!

     

    **

     

    PS: Absolutely fantastic media innovation. An anti abuse message that only a child can see, and it’s invisible to the adult accompanying him/her. Made possible by some super tech magic. Wonder why such outdoor innovations don’t happen in India, we are (allegedly) a nation teeming with tech wizards.

     

    Link: http://gizmodo.com/this-ad-has-a-secret-anti-abuse-message-that-only-kids-493108460?fb_action_ids=10151402018997544&fb_action_types=og.likes&fb_source=other_multiline&action _object_map=%7B%2210151402018997544%22%3A458284080919358%7D&action_type_map=%7B% 2210151402018997544%22%3A%22og.likes%22%7D&action_ref_map=%5B%5D

     

     

     

  • JWT India has released its second video for Portfolio Night 11, featuring its National Creative Director, Tista Sen

    JWT releases its second ‘Eye-Opener’ video for PN 11

    By A Correspondent

     

    JWT India has released its second video for Portfolio Night 11, featuring its National Creative Director, Tista Sen. JWT India is championing Portfolio Night 11, being held at its offices in Mumbai on May 22.

     

    The latest video is in continuation with JWT’s theme for Portfolio Night 11, ‘An Eye-Opener’. It busts yet another advertising myth about how women cannot make it big in creative! The latest video can be viewed on the JWT-Portfolio Night Facebook page www.facebook.com/portfolionightmumbai11.

     

    Advertising students were asked to tweet @pnmumbai11 on their thoughts on advertising; the wackiest of tweets are being selected to create posters and films and this was one such tweet. The 360 degree crowd-sourced campaign includes social media, posters, videos, hoardings and radio spots. JWT is partnering with Radio Mirchi, DNA Newspaper, Exchange4Media and CNBC Awaaz as its media and broadcast partners for JWT-Portfolio Night 11.

     

    Portfolio Night 11 promises an evening with the country’s top creative directors who, while interacting with young creatives, will also choose the ‘All Star’ of the evening. The ‘Portfolio Night All-Star’ is an event where the most talented young creative from each Portfolio Night event is selected and flown to New York to compete at Portfolio Night All-Stars competition in New York City in August 2013.

     

    Participants can register on their respective city’s page on the Portfolio Night website http://portfolionight.com/11/ and click on the “Buy Tickets” button for a registration. This will take them to that city’s online ticket purchasing system. An e-ticket will be issued to the participant as a permit to enter the event in Mumbai on May 22, 2013.

     

    Scheduled to take place simultaneously in over 20 cities on this date across the world, including Athens, Austin, Beijing, Boston, Costa Rica, Johannesburg, Los Angeles, Montreal, New York, Paris, Sao Paulo, Stockholm, Tokyo and Toronto amongst others, Portfolio Night is an annual property of ‘Ihaveanidea’, the creative founders and the world’s first and largest community of the international advertising industry.

     

    The full list of creative directors participating in JWT-Portfolio Night 11 is available at http://portfolionight.com/11/mumbai.

     

  • At the third series of the IAA debate, the fraternity debated whether 'Creative awards can also be given for differentiated one-off expressions'

    When Deepika Warrier and Lloyd Mathias took on Josy Paul and Pratap Bose

    By Ananya Saha

     

    The third in the series of the International Advertising Association (IAA) India Chapter’s debates was hosted in Gurgaon on Monday, presented by the Dainik Bhaskar Group and powered by Campaign India. The topic for the IAA Debate was ‘Creative awards can also be given for differentiated one-off expressions’. Speaking ‘for’ the topic were Josy Paul, Chairman and Chief Creative Officer, BBDO India, and Pratap Bose, Chief Operating Officer, DDB Mudra Group. Speaking ‘against’ the topic were Deepika Warrier, Vice-President – Beverage Marketing, Pepsico India, and Lloyd Mathias, Director, Green Bean Ventures. The debate was moderated by Shafalika Saxena, CMO, Microsoft India.

     

    Ms Saxena opened the debate asking the panellists about how often is advertising aimed at greater good and how often is it the necessary evil; and how often the two can come together to combine market share and art. Mr Bose responded, “That is a no-brainer to me. When I think about it, the subject (of the debate) itself is condescending for creative folks like us. The subject says to me, ‘please re-consider 10 of 14 Grand Prix’. If you had this debate in 1927, it was ok but not today. If I have a creative idea, I will forward it to my friends, post it on social media, I would share and broadcast it. For a one-off expression like the Kumbh mela chapatis (a Lifebuoy creative) would spark something like two million conversations.”

     

    Pratap Bose

    Mr Bose opined that creative people just create ideas, and as a creative person one thinks of creative expressions all the times. “Gangnam style and Kolaveri Di are differentiated one-off expressions. The Silent Anthem three years ago was a one-off expression. And so was Volkwagen’s Talking Paper initiative. Creativity or grand idea is not defined by media budgets or scale or motives alone. That said, creative idea once conceived cannot possibly be curbed, and should be respected.”

     

     

    Lloyd Mathias

    Mr Mathias, speaking against the motion, pointed out that the core proposition of advertising is to build brands. “It cannot be art for art’s sake. Why brands advertise is to sell their products. The concept of one-off ads has also given rise to scam ads.” According to him, there is an increased need for creative awards as it helps them to showcase agency’s work. “Once you start getting one-off ideas, it becomes a short cut to getting awards. Advertising is purely a commercial proposition. It is important to strike a balance between building brands and art,” he said.

     

     

    Josy Paul

    Mr Paul said that though he was a non-believer in the concept, “one-offs have started springing surprises”. He gave the example of Apple’s 1984 campaign, Dove’s Real Beauty to insist that one-offs have potential. He said, “We may award or not award the one-off differentiated campaigns but we should not ignore them.” He also mentioned that he would treat every one-off as an R&D.

     

    Taking the debate to the next level, Ms Warrier said, “While it is important to recognise great work and so are the awards. The question is what exactly should be recognised. We, as advertising and marketing fraternity, need to understand that we need to recognise work that delivers sustainable value. Advertising in not only supposed to create one-offs to shock and awe the consumer or deliver passive message.”

     

    While maintaining that brands are not against creative ideas, Mr Mathias insisted that the creatives and creative agencies need to deliver long-term value. He said, “The need to fill up showcases and work towards bonuses is encouraging shortcuts.” Concurring, Ms Warrier said that creating art for the sole purpose of winning award is self-indulgent. Responding, Mr Bose said, “Nobody comes to work to win awards. At the end of the day, creative people come to work to create something.” However, on being questioned about the role of young creative people in the agency who think of an award as a stepping stone, Mr Bose said, “There are two types of young people in the agency: one that believes that awards are a step to success, and results in controversy that occurred at Goafest (referring to the Ford Figo ad), and then there is the other lot that is inspired by Piyush Pandeys of the world.”

     

    Mr Mathias also cautioned that the big guns and agency gods also need to change their mindset “even as we see mid-and-junior-creative guys running after the awards.” He also said that he is not pushing for all rationality in advertising, since he did not think that rationality and creativity were mutually exclusive. Ms Warrier quipped, “If it is an on-off ad, it cannot be driving long-term equity for the brand. And while they deliver short-term benefits, there are a several other things that can be done to deliver short-term benefits. If the client is investing, it needs results that stay on for a long time.”

     

    The debate was interspersed with quips and comments from the very participating audience and the moderator. However, the debate ended without announcing the winning team!

     

  • 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.