MxMIndia

Tag: anil thakraney

  • We have finally found a real match-winner in the cricket team, a player who doesn't get intimidated by huge targets, and it's in the nation's interest that we carefully nurture this rare talent. Hold the mega praises and the fat endorsement contracts for a bit, people. Let's not kill the golden goose.

    Anil Thakraney: Don’t kill Kohli

    By Anil Thakraney

     

    Young Virat Kohli must be pleased as punch. Not only did he manage to do the unthinkable – eclipse Sachin’s 100th 100 – the hot, new sensation is sitting on a goldmine. Imagine the excitement inside corporate boardrooms, as brand managers salivate at the prospect of signing multi million dollar contracts with the lucky dude. And also inside the buzzing rooms of editors and programming heads, as they plan huge spreads for the new found hero. What works even more for Kohli is that he looks reasonably good, unlike most desi cricketers. This makes him a huge media and ad property.

     

    I must quickly add here that I personally have very little respect for brand managers who piggyback on celebrities. This is their way of acknowledging that they are idea-less and want someone else to save their skin. But that’s a debate for another day. I have a larger worry at this point of time.

     

    Not every cricketer is mentally as strong and sorted as Tendulkar. Too much adulation and quick riches could easily go to Kohli’s head; he’s still very young, a 23-year-old lad. We have finally found a real match-winner in the cricket team, a player who doesn’t get intimidated by huge targets, and it’s in the nation’s interest that we carefully nurture this rare talent. We need to give the guy some space and time to mature (he’s got a long way to go), and both, the media and the marketers, must go easy on the young man. Hold the mega praises and the fat endorsement contracts for a bit, people. Let’s not kill the golden goose. We must think India first.

     

    Having said all of the above, I am equally aware that I am wasting my time out here. Our celeb-obsessed media and our idea-starved brand managers will pay no attention to this. They will go for the kill. What to do, we are like this only. All I can say is, one hopes Virat Kohli stays grounded. And keeps his head screwed on. Else, he’s finished. Like one Vinod Kambli.

     

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    PS: Must read. An interesting profile of Imran Khan. From his playboy days to his new avatar as a devout Muslim. From captaining a difficult cricket team to the burning ambition to lead a ravaged nation. And of course, his recent bonhomie with dodgy mullahs and terror groups.

     

    Link: http://www.guardian.co.uk/world/2012/mar/04/imran-khan-pakistan-cricketer-politician

     

  • 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

     

  • Each time Sachin reaches a milestone, the media (both, print and electronic) regurgitates the same old childhood pictures and the same old tired clichés about the man. Surely there’s an innovative way to celebrate the hero’s achievements. Surely there are untold incidents from the man’s life that can be dug out if one cares to do the hard work.

    Anil Thakraney: Sachin coverage sucks

    By Anil Thakraney

     

    As expected, the entire Indian media went orgasmic as soon as ‘God’ hit that very elusive 100th hundred. Quite understandable. This man is a national hero and he needs to be celebrated.

     

    However, there were two aspects of the mad coverage I found quite annoying. One, each time Sachin reaches a milestone, the media (both, print and electronic) regurgitates the same old childhood pictures and the same old tired cliches about the man. And the same old ex-cricketers sing the same old praises. even in a euphoric state of mind, it becomes difficult to handle all this recycled stuff. Surely there’s an innovative way to celebrate the hero’s achievements. Surely there are untold incidents from the man’s life that can be dug out if one cares to do the hard work. Something to ponder on for editors and programming heads. Because, unwilling to retire, Tendlya will reach even bigger landmarks, and we need some freshness going.

     

    Having said that, I must point out that cricket expert Ayaz Memon was the only one who told us something refreshing about the cricketer. This was in his column for the Hindustan Times. Memon mentioned how, as a young lad, he (Sachin) would jump over the wall of a cricket ground rather than use the main entry door. The master’s reason? Why wait for something you enjoy so much in life. Superb. It gave you a powerful insight into the passion the player feels for the game, the reason he’s reluctant to retire even after two decades. We need more such gems in the media.

     

    Secondly, I was rather upset by the behaviour of the young TV reporters who were ‘granted’ quick interviews by the great man, soon after the mega ton. They were grovelling at his feet, like crazed fans. Guys and girls, that’s NOT the way the media is expected to conduct itself. Sure, the man enjoys a godly status, but a couple of tricky questions badly needed to be put to him. Like, did his search for the Big 100 bring the scoring rate down, which ultimately cost the team the match with Bangladesh? Does he agree with that?  Like, he claims personal landmarks are never on his mind. So then how come he closes his shop while batting in the nineties? Not one reporter would ask him these things. They were busy fawning. Repeat: That’s not the job of the media.

     

    Net net: Sachin Tendulkar is our biggest contemporary hero. No doubt about that. Now let’s pay him tributes that befit his own stature.

     

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    PS: You should never, never piss her off. It’s worse than hell when she’s scorned. Here’s an American lady who passed on a sweet message to her philandering hubby through a hoarding. Wish Indian ladies did ditto. Tired of watching all those ugly thopdas of our politicians. 🙂

     

  • The best definition of an organization's culture is the one I learnt in management school and it's stuck into my head. It's about 'How the employees behave when no one is looking'.

    Anil Thakraney: Are you cultured?

    By Anil Thakraney

     

    A senior executive quit Goldman Sachs, and his resignation letter has gone viral. In fact, it’s a hot topic of discussion on Wall Street even as you read this. Full marks to the man for standing up for what he believes in. For sure the officer will be black-listed in the corporate world (as most whistle blowers are) but he will walk with his head held high for the rest of his life. Here’s the full text of his resignation letter, in case you haven’t read it.

    http://www.ndtv.com/article/world/why-i-am-leaving-goldman-sachs-186001

     

     

    What got me interested in this issue is the said executive’s reason for quitting: the organization’s culture had eroded and that was unacceptable to him. Haven’t many of us experienced this situation in our careers? Most of us don’t chuck our jobs because of this, but it’s a fact that an organization’s culture is important to its success. And yet, in the chase for profitability, this truth is often ignored. The result is loss of focus and staff friction across all levels.

     

    The best definition of an organization’s culture is the one I learnt in management school and it’s stuck into my head. It’s about ‘How the employees behave when no one is looking’. If there is a culture existent in an organization, then all employees would behave identically in a given situation. For example, at the Taj, if a piece of paper is found lying in the lobby area, chances are any staffer would quickly pick it up, right from the general manager to the waiter. That’s culture.

     

    I have noticed that organizations do start out with a clear, identifiable culture. But as the leadership changes, or as more money comes in, it’s quickly forgotten. I’ll give you another example. I once worked in a large ad agency and it used to be entirely client-led. Pleasing the client at all costs was the culture. The sort of people who were hired believed in that. And this percolated down the line. Even the peon treated the visiting client as god. Later when the top leadership changed, the agency’s culture changed to creativity. I don’t work there any more but I suspect every employee, perhaps even their admin staff, thinks of different ways to do routine things.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=yotq4zr0dRc[/youtube]

    Shut your eyes and ask yourself a question: What culture does my organization have? If the answer is a blank or if it’s something that goes against your core values, it’s best to move on. Like the gentleman from Goldman Sachs.

     

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    PS: Johnson’s captures the mother/child relationship wonderfully. A simple idea. Instead of a regular voice-over, they have imagined what a child might think of his/her mum. And that makes the emotions flow.

     

  • 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.

  • So I have 'upgraded' to 94.3 Radio One. Spending time in the car, despite Mumbai's horrendous traffic conditions, has become fun once again. The only problem is the bloody ads. Most of them are sick, boring and nerve-wracking to hear.

    Anil Thakraney: Good FM, pathetic ads!

    By Anil Thakraney

     

    Okay, so I have ‘upgraded’ to 94.3 Radio One and have chucked all my CDs into the Arabian Sea. Spending time in the car, despite Mumbai’s horrendous traffic conditions, has become fun once again. And I must say the RJs don’t ramble much, and the music collection is superb. A good mix of new stuff and retro. So far so good.

     

    The only problem is the bloody ads. Most of them are sick, boring and nerve-wracking to hear. And each ad enjoys high frequency because radio is an inexpensive medium. Imagine what a downer it is to listen to rubbish in the middle of Coldplay and U2. This is like a tapori waiter on duty at the Zodiac Grille. Doesn’t work. So who’s at fault here, can we blame the radio station? Ideally, 94.3 should be picky about the sort of ads they broadcast, so that the overall ambience of the station doesn’t get screwed. They cannot disown the ads completely. But private FM radio stations are bleeding in India, so we really can’t blame them for lapping up whatever ads they can get their hands on. They have to survive, no? So I guess the station can be forgiven.

     

    What cannot be forgiven is the sad quality of the radio ads. I cannot understand why, after all these years, agency creative directors don’t get this fantastic medium. At a very low cost, one can produce award winning work in this space. With no dependence on visuals, the listeners’ imagination can be fired, they can be left to fit in their own images. And how very tantalizing that can be! I suspect the key reason radio advertising continues to languish is that the entire attention of the ad agencies is focused on TV commercials. And perhaps radio spots are still being written by bored copy trainees, who must be treating it as a chore rather than as a creative challenge.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=oG3JPvH3tO0[/youtube]

    Come on, dear Creative Directors. It’s a fab medium and a huge opportunity. Don’t waste it. And I would also appeal to the clients not to accept garbage scripts. They must put pressure on their agencies to come up with sparkling radio spots. Even if the spots cost less, money is being spent on them, so they better be paisa vasool. If the brand managers quietly accept mediocrity, then that’s what will be dished out to them.

     

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    PS: Haha. Armani shows you how to tip the room service staff. I strongly suggest you don’t try this out in a desi five star hotel. The consequences can be grievous!

     

  • 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.

  • While production companies and the channels are ready to experiment, there seems to be a reluctance to totally deviate from the tried and tested stuff.

    Anil Thakraney: Sex and the city, anyone?

    By Anil Thakraney

     

    Ekta Kapoor’s legendary saas bahu TV shows are officially dead. Both Tulsi mata and Parvati bhabhi over-stayed their visit to our living rooms, and that’s generally agreed upon. Further proof is Ekta’s increased attention to the movie business… the soap queen perhaps realizes that her sort of forever weeping, forever sacrificing, sati savitri naari is dead. And that’s a good thing; massive audience fatigue had set in on the format.

     

    However, after watching some of the new prime time daily soaps, I observed that the senior woman/younger woman face/off isn’t really over. Sure, the producers are attempting to feature the ‘modern’ woman and the plots now include remarriage, late marriage, young girl/old man, wife beater husband, and so on. But almost always, lurking in a dark corner, is an older woman who’s ready to give our young protagonist some serious stress. We haven’t really eschewed kitchen politics, in that sense.

     

    And I suppose the reason is this: Production companies, and more importantly the entertainment channels, are playing a safe game. There is a formula that’s worked in the past, and while they are ready to experiment with new ideas, there seems to be a reluctance to totally deviate from the tried and tested stuff. Too much money rides on television programming, there are also sponsors to worry out, and so it makes sense to be cautious. Fair enough, I understand where they are coming from.

     

    However, I do believe time has come for a ‘Sex and the City’ sort of a show. This could be exclusively targeted at the upmarket urban women (they are the ones with money power), a segment that really has nothing tailored for it on the massy entertainment channels. It’s a badly starved segment. In any case, high living, blind dating, promiscuity, binge boozing… all of that (and more) goes on in the metro towns. So why not capitalize on it?

     

    Yup, it’s a slot waiting to be filled; it’s a great programming opportunity. And the first mover will have the big advantage. Marketers of premium brands would be very interested in such a show. A chance for them to exclusively reach the hip, loaded, urban woman.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=7kKAq6lHgeY[/youtube]

    So people, ready for some sex and sleaze in our living rooms. Any takers?

     

    * * *

     

    PS: Fabulous, fabulous media innovation fromIsrael. To create awareness on the problems faced by those suffering from Alzheimer’s disease. Hats off to the creators.

     

    Brilliant stuff.

     

  • 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.

     

  • There is just too much attention given to the urban Indian middle class and their issues. To the cost of the rest of India. And this is why television studio views and discussions have little relevance to 'non-shining' India.

    Anil Thakraney: TV media is out of sync

    By Anil Thakraney

     

    TV media is out of sync

    So then why did Rahul baba get egg on the face in Uttar Pradesh? There are many reasons being flung around, and they’ve been discussed to death on the various news channels. Do allow me to add my two-bits: the single biggest reason is that Rahul baba’s suave appeal works only in the urban areas of India, particularly in New Delhi. For the small townies, he means NOTHING. They don’t connect with his jet-setting lifestyle, the voters know he’s a fly-by-night dude. That, even if they voted for his party, Rahul baba will not be seen again till the time of the next elections.

     

    If this is the case, and at least I think it is, then we have to question the excessive coverage our chap got in the TV news media all through the UP elections. If I recall correctly, on one show, BJP’s Ram Shankar Prasad accused a television anchor of being unfairly biased towards Rahul baba. He was right, of course. Compare the footage winner Akhilesh Yadav got with the Gandhi scion’s coverage right before the elections, and you will be stunned by the skew.

     

    And this totally lopsided coverage happens because the news channel editors and their crew happen to be from India’s urban areas. And their mindset is therefore very urbane. They don’t get India’s small towns and villages, and just because they find Rahul baba to be a charismatic figure, it gets wrongly assumed that the rest of India does too. Well, that’s obviously not the case, as we just witnessed in UP (and in Bihar in the recent past). Media’s darling was shown the door.

     

    The Rahul baba saga is actually a pointer to a large problem with our television news media. There is just too much attention given to the urban Indian middle class and their issues. To the cost of the rest of India. A girl who gets molested at Bandra station will become a sensational story. But a girl gang raped in Latur will get an apologetic mention. A small fire in a building in Bangalore will send TV anchors into a tizzy. But an entire colony burning down in Ranibennur will be covered reluctantly.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=qkaZdjfyht8[/youtube]

    And this is why television studio views and discussions have little relevance to ‘non-shining’ India. No amount of frothing and fuming in the news rooms will make any difference to vote swings. By the way, even as I write this, all the news channels are very worried about Rahul baba’s future. Lagey raho!

     

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    PS: Wow! Pakistan TV sounds like great fun. “Gadhe! Bewakoof! Stupid! Sharaabi!” All this on live television. Makes our Arnab’s chat show appear heavenly in comparison. Hello, we have a thing or two to learn from our esteemed neighbour.

     

  • It's obvious that one of the reasons the industry produces such few media innovations is the break-down of the full service ad agency

    Anil Thakraney: Full service agencies must return

    By Anil Thakraney

     

    In my interview with Lodestar’s Shashi Sinha, we discussed how the advent of media buying global conglomerates has killed the media planner. Here’s a link to the interview, in case you missed it: http://www.mxmindia.com/2012/03/the-media-planner-has-become-a-zombie-shashi-sinha/

     

    What gives me heart is that Shashi believes integration is the best way to work, and that he will re-start that structure in Interface. Good luck to him. That discussion also brought back memories of my days in advertising. When the client servicing, the creative team and the media planner would work under one roof and operate as one unit. And how that bonding facilitated many opportunities to conceptualize and execute cool media innovations for clients. Having quit the ad world a long time ago, I personally cannot even imagine working in an ad agency where there’s no media planner I can discuss ideas with. And nag her into making my crazy creatives come to life in the media. I shall go to the extreme and say that I consider the cutting off of the media function to be like an amputation, the loss of a limb.

     

    In fact, so connected were we with the media planners back in my days as a young account exec at O&M (then called OBM), I vividly recall that one evening when the then fiery media chief, Rhoda Mehta, threw me out of her department, accusing me of spending too much time with the girls in the media. Yes, in those days the media department was packed with members of the fairer sex, and I must also confess it wasn’t just work that attracted many of us lads to that pretty department. So, Rhoda wasn’t exactly over-reacting, heheh.

     

    On a serious note, it’s obvious that one of the reasons the industry produces such few media innovations is the break-down of the full service ad agency. A way has to be found to reverse things, and bring people back under a single roof. I am not sure how that can happen in these days of independent media buying outfits, and, therefore, we must all keenly observe how Shashi goes about things at Interface.

     

    Like it happens in Karan Johar’s weepy flicks, the broken family must re-unite for the greater good.

     

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    PS: Blast from the past! One cannot even imagine that a marketer would run such an advert in these times of militant feminism. The brand would get skewered on the streets. And what if this ad appeared on March 8, International Women’s Day?

     

    The brand manager won’t live to tell his version of the story, haha.

     

  • 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.