MxMIndia

Tag: anil thakraney

  • I think The Hindu is on the right track. And the ads have quickly gone viral because the content is super fun. Great work.

    Debrief: Repositioning The Times

    By Anil Thakraney

     

    The action’s really hotting up in Chennai. Great stuff from The Hindu. Rival Times of India had run a hard-hitting campaign which showed people dozing off while reading their regular newspaper (read The Hindu). And The Hindu has hit back even harder, and in their campaign they reposition the challenger (read The Times) as a newspaper for the dimwits. For people who lack general knowledge but are totally clued in on Bollywood masala.

     

    ‘Stay ahead of the times’ is the tongue-in-cheek slogan. The commercials feature youngsters being asked questions on current affairs/general knowledge, and they fail miserably. But the moment a question is put to them on filmi issues, they get excited and answer correctly.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=LXLsi_Vmtw4[/youtube]
    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=Ckzsh9SpUAQ[/youtube]

    I think The Hindu is on the right track. For three reasons: One, they have played to their own core strength, which is the brand’s serious, no-nonsense image. This would make their current readers very happy. Two, the campaign attempts to reposition The Times as a newspaper for the floozies. And this hits the Times where it hurts, because the latter is renowned for its filmi coverage. Truth is that The Times also does serious journalism, but in an all-out ad war, these considerations don’t count. And three, The Hindu has been able to pull off a power campaign that must have cost peanuts to produce. And the ads have quickly gone viral because the content is super fun. Great work.

     

    The ball is now in The Times’s court. All eyes on Chennai!

     

    Rating: (On a scale of 1 to 5): 4. Powerful, funny and happening!

     

  • Without intending to be preachy, here's a word of advice for Gen X: While it's great to have an attitude, it must be channelized into your work and NOT into your interpersonal interactions.

    Anil Thakraney: Save the attitude, kids

    ‘By Anil Thakraney

     

    As part of my journalistic job that covers all beats including movies, sports, politics, crime, etc, I have to often deal with young people. I also conduct guest lectures at various colleges and institutions, which gives me an opportunity to interact with youngsters. And I really enjoy these meets, it gives me a chance to discover first hand what Young India thinks and feels. And while I admire the ambition, the adrenalin and the energy, I also get alarmed when I notice young people with what we often disparagingly call an ‘attitude problem’. The belligerent, arrogant, ‘I know it all’ outlook on the world. The attitude that reflects scant respect for seniority and experience. For just about anything, for that matter.

     

    Usually, this attitude appears pretty cute and cool. After all, who wants our young people to be subservient, low self-esteemed and unconfident? That’s so damn boring! We want our guys to be bubbling with passion and the ‘can do’ spirit. However when the ‘attitude problem’ is taken to an extreme level, it can get very infuriating and off-putting.

     

    Without intending to be preachy, here’s a word of advice for Gen X: While it’s great to have an attitude, it must be channelized into your work and NOT into your interpersonal interactions. Also, while attitude should reflect confidence in one’s abilities, it becomes self-defeating when it extends to closing one’s mind to other people and other ideas.

     

    Let me illustrate this with some examples. Both Sachin Tendulkar and S Sreesanth have an ‘attitude problem’. While Sachin employs that attitude into his batting skills, Sreesanth uses it to provoke and offend his rivals and teammates. Whom do you respect more? Who of the two will achieve more in life? Who do you want to be like? Only you can answer these questions.

     

    Here’s another one: If Hrithik Roshan throws attitude at you, how will you react? And if Harman Baweja does ditto, how will you react? Chances are, quite differently. Perhaps it’s a good idea to prove your worth, do something substantial in life, before baring your fangs? Bad attitude display from a nobody, a non-achiever, is even more difficult to deal with. And if you are wondering who Harman Baweja is, then that only proves my point.

     

    Finally, I am quite aware a few of you, after reading this piece, will react with: “Oh, come on man, who the hell is this old fart to tell me what I should do and think? I know my shit and don’t want an uncle to lecture me.”

     

    Well, okay, it’s your life after all. Good luck!

     

    ***

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=mEsnb3kUDAw[/youtube]

    PS: Crew members of Finnair celebrated India’s Republic Day with a bit of dance and masti. And the video has gone seriously viral. I am quite certain the top bosses at the airline wanted exactly this to happen. I’m not sure how kicked they were about January 26th, but they must be really happy with all the free publicity. Think about how many more people know of Finnair now. Good work.

     

  • Trashing and making fun of religion leads to no change at all, it's simply a mischievous trick to get instant attention. Exactly as a naughty pupil would chuck a piece of chalk at the teacher to get her attention.

    Anil Thakraney: Freedom of expression – conditions apply

    By Anil Thakraney

     

    I write this piece on Republic Day. And, in the fitness of things, would like to discuss that much used and abused phrase, ‘Freedom of speech’. The only sad thing is that on this occasion the debate has been fired by that rabble-rouser called Salman Rushdie. Wish the trigger had been a nobler soul.

     

    Anyway, let’s first understand Sir Rushdie’s latest antics: I can assure you the colourful author is extremely thrilled with all the free attention he just got at the Jaipur Litfest. And he must be celebrating the drama over some hard stuff. In fact, Vinod Mehta was being quite accurate when he said, during a TV debate, that Rushdie himself ‘inspired’ all the madness involving him.

     

    I have been writing quite edgy columns and stories in the mass press and the trade press for some years now, and I have had my share of dissing and abuse from readers. Not only do I treat negative feedback as par for the course, I encourage it because it helps further dissect an issue. It provokes thought, and in my world view, that’s the whole objective of writing. Sugary puff pieces do not lead to any change (apart from inflicting diabetes) and are therefore a waste of time. Given that ideology, I obviously support and cherish the freedom of speech we enjoy in this country. And yet, I have no time or respect for people like Salman Rushdie and MF Husain. No, they certainly did not deserve violent threats, but it’s equally true that they abused the freedom of speech.

     

    So here’s my own stand on the matter. No, the freedom to express isn’t conditions-less, it carries with it a great deal of responsibility. As writers and artists, while we must provoke thought, we must never hurt people by trashing objects/issues close to their hearts. Trashing and making fun of religion leads to no change at all, it’s simply a mischievous trick to get instant attention. Exactly as a naughty pupil would chuck a piece of chalk at the teacher to get her attention. In all these years of writing, I have taken utmost care not to mock people’s religious beliefs or scoff at their faith. Sure, we can and must discuss religious practices, even debate them, but we must NEVER take ‘creative liberties’ with holy figures. I did not go to a communication school (in fact, I studied microbiology!) but this is like common sense stuff for me.

     

    So let’s get this right: Rushdie had no business making fun of the prophet. And Husain had no business sketching goddesses in the nude. Both gentlemen, both very intelligent beings, knew perfectly well there would be a backlash. They courted trouble, got it, and then paid a price for it. Therefore I have no sympathy for them. Since Husain saab is gone, all we can say is may his soul rest in peace. As for Rushdie, his continued belligerence and irrational support from his fans is quite worrying. This means quite a few literate people still haven’t understood the idea of freedom of expression.

     

    No, it isn’t absolute. In fact, nothing in this world is absolute except for the vodka brand.

     

    ***

     

    PS: Was recently reminded of David Ogilvy’s hottest tip for writing great copy. This is for the benefit of those who may not have read his books: “If all else fails, I drink half a bottle of rum and play a Handel oratorio on the gramophone. This generally produces an uncontrollable gush of copy.” Have fun. But drink responsibly. And more importantly, create responsibly.

     

  • There are many problems with these awards shows in the Indian context, and for their own credibility, the organizers must do their damndest to sort them out.

    Anil Thakraney: ‘Giving’ season for Bollywood & TV-land

    By Anil Thakraney

     

    It’s that season when many organizations will gave away many awards to many Bollywoodians. And the number of award givers is increasing with time, and I hope it stops right here. It would be a joke if in the year 2020 we have stars lining up for 30 events. Rather, I wish there were, at the most, two ceremonies, so that the awards are truly coveted and valued.

     

    Aside from numbers, there are many problems with these awards shows in the Indian context, and for their own credibility, the organizers must do their damndest to sort them out.

     

    For one, there must be absolute integrity in the judging process. Everyone and his father knows some winners get picked by non-jurists. Often either by the organizers themselves or by their sponsors or associates. And this gets amply proved when everyone who attends the show gets an award, and only the winners land up for the events. This is not the way it pans out either at the Oscars or the Golden Globes. And that’s the reason why Aamir Khan shuns these tamashas. Surely there is a way to deal with this continuing malaise. Maybe the will is lacking.

     

    Two, since all the moolah comes from television rights, these shows are tailor-made for the tube. Quite a few acts don’t happen on stage, they get inserted in later. This makes no sense. If the stars are going to perform on stage, then they must do so in real time, in front of the hundreds of people in the audience. Because capsules get inserted in later, the show looks pretty artificial and scripted. Again, nowhere does this happen in the world. Organizers must make it mandatory for performers to perform live. That’s the beauty of an event. If we wanted to watch recorded stuff, we’d watch the regular TV shows.

     

    And third, because these events get packaged as TV dramas, awards become the side show. ‘Extras’, in filmi lingo. In fact, awards for vernacular films and for the technical crew get done in a big rush, so that the entire time and energy goes into entertainment. Which is dance and thakela banter. Awards should be the big act, the rest of the stuff woven around them.

     

    Lots of issues to be dealt with, and I am not even talking of the shoddy camera work. Hope one day we can put out an awards show that the West will envy and emulate.

     

    * * *

     

    PS: If you haven’t watched ‘Shattered Glass’ already, you should quickly grab the DVD. Especially if you work in the media. It’s the story of a young reporter who cooks stories and quotes to quickly rise up the hierarchy. And also to deal with the intense pressure in the newsroom. This can so easily happen to any young journo. A warning for everyone.

     

  • Katrina looks glam and the situation is endearing. Mother and daughter living it up together warms the heart. Simple idea, zippy execution.

    Debrief: Titan Raga: Great attitude

    By Anil Thakraney

     

    Titan Raga has released a new commercial with brand ambassador Katrina Kaif. And it strikes the right balance between attitude, lifestyle and product.

     

    In the commercial, Katrina appears all set to go off on a journey, but her plans get scuttled by a sudden text message, apparently from her boyfriend, saying: “My flight’s cancelled, let’s postpone our trip.” (Incidentally, this isn’t Salman Khan’s message, and I say that for one significant reason: Bhai cannot craft one English word without glaring typos.) Disappointed, but only for a moment, the sprightly actress decides to carry on with the journey. She grabs her Titan Raga, and invites her mom to join her. Both zip off in a car, grooving to a cool track.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=oCGsUqI3RW4[/youtube]

    Nice commercial. Highlights the ‘Life is now’, never-say-die spirit of young urban India. Katrina looks glam and the situation is endearing. Mother and daughter living it up together warms the heart. And there’s just enough branding in the film, it’s there but it’s not in your face. Simple idea, zippy execution. Good show.

     

    Just one small gripe: Did Kats have to ask her mom out ONLY because her partner let her down? Couldn’t she have done it anyway? Wouldn’t that have been cooler? But, no matter. It still works.

     

    Rating: (On a scale of 1 to 5): 3. Brand and attitude nicely matched.

     

  • This 'phorein' fixation after over 60 years of Independence is showing not just our media badly, it's projecting India as a very unconfident and slavish nation

    Anil Thakraney: An unconfident nation

    By Anil Thakraney

     

    Media ODing on three news items last week caught my attention. And it made me feel, both, confused and agitated. Confused, because the relevance of these stories eluded me. And agitated, because they show a nation of crores of people in a very poor light.

     

    First, the media going ballistic over Oprah Winfrey. Big time Indian celebs behaving like crazed fans and fawning over her like wannabes. And excitedly uploading their smiling pics, in the company of the exalted lady, on Twitter. The grand finale: Fisticuffs between Oprah’s bodyguards and some journos in a small town. Hello, what’s going on? The lady is just a talk show host, that’s her ticket to fame. So she’s made a little brand of herself, but she’s still a talk show host. Would Barkha Dutt, our own chat show girl, evoke such hysteria in America? I would be surprised if they noticed her on the streets of New York City. And after all the brouhaha, Ms Winfrey has sworn never to return to India. When will the Indian media learn to get some balance in its reportage.

     

    Later in the week, journalists lost their heads when it was learnt that the notorious mischief monger Salman Rushdie wasn’t going to make it to the Jaipur Lit Fest. And the breathless coverage gave me a huge jolt, I thought a tsunami had hit the Thar desert. Who really cares if Rushdie arrives or not? He keeps coming and going, in any case. Would the Lit Fest be a disaster in his absence? I can assure you, the one person who must be quietly sniggering over this media tamasha is Rushdie himself. This is exactly the sort of stuff he covets; it keeps him in the public eye.

     

    Then there was that collective outrage over the juvenile comments made by the BBC’s Top Gear host. On our loo habits. And this made the media lose its knickers. Oh, please!

     

    I don’t know if this has occurred to our content heads and editors, but this ‘phorein’ fixation after over 60 years of Independence is showing not just our media badly, it’s projecting India as a very unconfident and slavish nation. Let’s move on, people. Enough of ass licking these buggers. Let’s look inward, we have many problems of our own, and they need urgent attention.

     

    * * *

     

    PS: Happy that at last historian Ramchandra Guha has created his own website. It’s a collection of his best essays, apart from other stuff. Quite valuable. Because Guha isn’t just a columnist, his views give us glimpses into this nation’s past and present. It’s a treasure trove, really.

     

    Link: http://ramachandraguha.in/

  • I know most of you editors are located in Delhi and therefore politics runs in your blood. But the rest of us in India aren't really crazed about the battle between Maya and Mulayam.

    Anil Thakraney: Dear News Channel Editors…

    By Anil Thakraney

     

    Er, we don’t want to hear about or watch any of the following, most of which seems to be getting prime time coverage from you guys. Either you’ve run out of news or have run out of edit judgment or both.

     

    Please go easy on the political turbulence in Pakistan. We really aren’t interested in their internal machinations and electoral problems. Whichever government or army chief comes to power, their India obsession will go on anyways. And Kasab’s cronies will try to slip in anyways. Tell us the ‘moti moti baat’ and cut them out. Please.

     

    And the army general’s age? Really, we are fed up of figuring out his date of birth, and frankly, we don’t care. We have to worry about the potholes that have sprung up on a newly built flyover. And to think the officer isn’t even a lady that we must pay so much attention to the age. Hatao, yaar!

     

    Please don’t overkill on the UP assembly elections. I know most of you editors are located in Delhi and therefore politics runs in your blood. And that you are obsessed with Rahul Gandhi’s shenanigans, but the rest of us in India aren’t really crazed about the battle between Maya and Mulayam. Also, whoever comes into power, the mass migration out of the state isn’t going to end. So cool down, people.

     

    Kindly snip out those TV shows where the usual suspect ‘experts’ dole out gyaan on why India got thrashed by Australia. There’s only so much we can take about ‘Indians should have batted, bowled and fielded better’. Yaawn! Either invite some totally fresh minds to your studios, or knock this faltu ‘analysis’ out.

     

    No more Kolaveri tidbits, please. The song is screaming out of our ears and lungs already. There’s only that much you guys can milk a good thing.

     

    Oprah’s only ticket to fame is a TV talk show. That too back in Amreeka. So okay, you told us she’s around, she’s partying and she’s shopping in Colaba. Cool. Now can we leave her alone, please? I’d rather you told us a bit more about that deadly tuberculosis bacterium. Or, you could invite Oprah to conduct a talk show on it. That would be nice.

     

    Thank you in advance!

     

    ***

     

    PS: The quick history of advertising. From 2000 BC to 2011 AD. With the help of cool illustrations. Enjoy!

     

    Link: http://mashable.com/2011/12/26/history-advertising/

     

     

  • The key target audience, the youngsters, will connect with this situation. Also, Nestle has done a cool improvement over the previous version: they have set the new commercial inside a classroom.

    Debrief: Kit Kat: All about the birds and the squirrels

    By Anil Thakraney

     

    Recall Kit Kat’s dancing, crooning squirrels from last year? While the idea was quite insane, I did feel the approach imparted distinctiveness to the brand’s advertising. In fact, I remember social media was abuzz with the ad. Guess the positive reactions have prompted Nestle to make a sequel. And this time it’s parrots.

     

    The setting is a college classroom. A boring history teacher is in action, and one of the dudes can’t take it any more. He starts to record the lecture on a dictaphone, and takes a ‘Kit Kat break’. Once the choc is down, the hallucinations start. Two parrots suddenly appear out of nowhere and the couple gyrates to a romantic track. They even sit on top of the lecturer’s hair puff, much to our chap’s delight. Basically, pretty much the same stuff that happened in the squirrels commercial.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=0HygFG-yvh4[/youtube]

    It’s good fun, no doubt. The key target audience, the youngsters, will connect with this situation. Also, Nestle has done a cool improvement over the previous version: they have set the new commercial inside a classroom. This allows the creative to have some irreverent fun with the boring lecturer, and it adds to the general masti. All in all, Kit Kat is on the right track. The animated creatures give the brand good recall.

     

    I wonder which animal/bird will feature in the next ad. Elephants? Well, if they do so, the ad must happen after the UP assembly elections are done, or the election commissioner will clamp down on it. 🙂

     

    Rating: (On a scale of 1 to 5): 3.5 The animal farm is buzzing!

     

  • Why should we suffer because a few sods wanna have street fun, and are desperate for their 'athletic' frames to be featured on Page 3?

    Anil Thakraney: How the marathon has become an an outdoor Page 3 bash

    By Anil Thakraney

     

    I am no fan of celeb parties. The last one I went for, I think, was when the twin towers of New York City were still around. And I loathe them because I consider such soirees to be a total waste of time. The whole ‘networking’ bit is bollocks, I immediately trash all the visiting cards that get doled out, and I suspect so do others. But, people have the right to party, so let them do it. It’s a free country and people have enough free time to kill, so that’s cool.

     

    However, the one big party I cannot deal with and strongly condemn is that Great Outdoor Bash called the Marathon. Where a bunch of publicity hungry celebs and a whole lot of wannabes and wastrels collect and make a mess of our Sunday, as all sorts of traffic restrictions come into play. Last Sunday, because of the Mumbai Marathon, I had to cancel my plans of visiting South Mumbai on work. And that’s so damn unfair, why should we suffer because a few sods wanna have street fun, and are desperate for their ‘athletic’ frames to be featured on Page 3?

     

    Here’s why I think the event sucks:

    Hundreds of people claim to run for hundreds of charities. No one really remembers or even knows what charities these are, and more importantly, if the money really makes it into the right places. There are zero checks and balances on this, so the whole charity bit sounds very dubious.

     

    Over 90 percent of the hangers-on arrive for potential star-gazing. They have no interest in either running or in charity. All they do is create street nuisance.

     

    The kind of money that claims to be generated at the Marathon, it’s loose change really for sprinters like Ambani, Mahindra and Mallya. These very loaded gentlemen can so easily donate hugely to charity without creating a public spectacle, if they wanted to. But then, how will they get their hot bods on to Page 3?

     

    Each year the predictable happens. A broke Kenyan or a broke Nigerian wins the bounty prize. Because these are the only dudes who can run, as everyone else wants to simply party. Fine. As long as these boys use the money for the right purposes. And don’t end up in the back alleys of Juhu peddling you know what.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=ILxjxfB4zNk[/youtube]

    Net Net: Guys and gals, please do this tamasha inside Brabourne stadium. The sponsors will still get their mileage, the Africans will still win, you will still get media coverage and a chance to show off. And the rest of us can continue with our routine lives. Thank you!

     

    ***

     

    PS: Brilliant public service ad from the British Heart Foundation. Making the act of reviving victims of cardiac arrest look not just a simple, but a fun thing to do. See, you don’t need to run street marathons if you want to do good work. Doing an ad like this goes miles in changing lives.

     

  • The one little problem is this: Because all the ad time gets used up in establishing the clones, there's no chance of telling us exactly how Kotak Life will help us double our income.

    Debrief: Kotak hits the clone zone

    By Anil Thakraney

     

    Another Bollywood classic lifted. Kotak Life promises you guaranteed second income in their new commercial, and the idea is ‘cloning’. The jingle borrows the popular Qurbani film song, and the tinkered words are: ‘Mere jaisa koi meri zindagi mein aaye’.

     

    In the commercial, people discover duplicates of themselves, much to their delight. And these clones happily assist the originals in their activity. A singer gets a partner to croon with. A chef gets a partner to aid in preparing a delicacy. Another chap gets a look-alike to help him board a moving bus. It’s not a bad idea at all. If the Kotak Life managers are alive to the long term possibilities of the cloning idea, then they are on to a good thing. It can become a powerful brand property. But if it’s just a one-off TVC, then the ad only serves as a cute entertainer, and no more. The real challenge is how they take this one forward.

     

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

    The one little problem is this: Because all the ad time gets used up in establishing the clones, there’s no chance of telling us exactly how Kotak Life will help us double our income. For that, we have to call/visit them to find out. That’s fine… because you can’t load a brochure on TV… but it also means the idea must be pumped with steroids, else it serves little purpose.

     

    All said, I like the core thought. Wouldn’t all of us like a duplicate to share our work load? For the politicians, that’s serious double ‘income’, hehe.

     

    Rating: (On a scale of 1 to 5): 3. Good long term potential

     

  • The station did start off as an English channel, it played super music, and the RJs at the time packed in spunk. But along the way it joined the herd, dumbed down, went all-Hindi, and totally lost its edge

    Anil Thakraney: Radio One is finally singing the right tune

    By Anil Thakraney

     

    According to market news, Radio One is all set to return to English programming in Mumbai and Delhi. And I believe that’s the right decision. It was quite late in coming, but as they say, better late than never.

     

    The station did start off as anEnglish channel, it played super music, and the RJs, at the time, packed in spunk. Some names that come immediately to mind include T Man, Tarana and Jaggu. The issues they discussed connected with the up-market urban audiences. However, along the way, for some inexplicable reasons, the channel joined the herd; it dumbed down, went all-Hindi, and totally lost its edge.

     

    Radio One became just another Hindi channel, essentially catering to the lowest common denominator. And it became a me-too radio station. What’s worse is they did this long after all the bigger radio stations had already earned brownie points with the mass listeners, and it became difficult to create a loyal base.

     

    In fact, speaking personally, Radio One’s dumbing down was the last nail in the coffin I had bought for my car radio. And I completely gave up on the medium and loaded my glove box with many CDs. I am quite sure this is the case with many other people. And, as a media professional, I found the station’s strategy to be quite bewildering, to say the least. Common sense suggests two things: One, there’s no point joining the rat race, as this kills the brand differential. And two, a whole lot of advertisers would want to target the up market audiences, as that’s the segment with the highest purchasing power. Even if all cab drivers tune into a channel, of what use is that to premium advertisers?

     

    Anyway, it appears the Radio One managers chose to learn the hard way. The station now seems to be coming full circle. And yes, I am quite thrilled. Looking forward to taking a break from my CDs, and enjoying some great music and some interesting chatter all over again.

    * * *

     

    PS: The London underground recently celebrated its ‘No trousers on the tube’ day. Which involves commuters travelling with their legs exposed. Hope Mumbai train commuters don’t ape this idea, and launch a ‘No shirt on the local’ day. Packed like sardines, we already have to smell armpits. Now imagine smelling naked armpits. The pits!

     

    Link: http://now-here-this.timeout.com/2012/01/10/in-pictures-no-trousers-on-the-tube-day-2012/#more-46049

  • There's not much of an idea in the new Tanishq Glam Gold commercial. But energetic and engaging treatment makes it come alive.

    Debrief: Female bonding with Tanishq

    By Anil Thakraney

     

    There’s not much of an idea in the new Tanishq Glam Gold commercial. But energetic and engaging treatment makes it come alive.

     

    The setting is an open air party, where lots of young people are dancing. It appears to be a pre-wedding do, given all the finery the ladies are decked up with. One girl tries to bring the couple together on the dance floor, but her plans go for a toss as it suddenly starts pouring. The party abruptly stops, but our spunky girl won’t let her close pal down. She begins dancing in the rain, and then everyone else follows. Much to her buddy’s delight, the party goes on. And yes, as you can imagine, the shots are layered with close ups of the Tanishq Glam Gold jewellery.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=p9bcCW8GuBQ[/youtube]

    Like I said, the lack of a strong central idea has been compensated by a happening treatment. You don’t expect commercials for gold to go totally into lifestyle, and this refreshing approach works. The endearing attitude of the girl, unwilling to let her friend down, sets the tone for Tanishq’s brand personality. The power of girlie bonding. Which would aid in brand salience. And of course, the dance party makes for a very entertaining commercial. It’s shot well too, and one won’t mind repeat exposures.

     

    Rating: (On a scale of 1 to 5): 3. The full-on lifestyle approach pays off.