MxMIndia

Tag: Bachchan

  • Much to the Bachchan clan’s dismay, I am sure, baby Aaradhya’s snaps are all over the media. She’s already become a celebrity in her own right.

    Anil Thakraney: Media’s lust for Aaradhya

    By Anil Thakraney

     

    Much to the Bachchan clan’s dismay, I am sure, baby Aaradhya’s snaps are all over the media. She’s already become a celebrity in her own right, a Google search throws up nearly 300,000 links. This is not what the Bachchans wanted at all, they have all along been taking every possible precaution to ensure the baby is kept out of the reach of eager photographers.

     

    Now, I understand the media’s desire to click celeb children pics, the janata would want to see them. There is a great deal of interest in celebrities, and this happens in most parts of the world. What amazes me, however, is that Amitabh Bachchan, despite living (and thriving) in the spotlight for all these decades, is in denial about this fact, and therefore all those valiant attempts to conceal the baby’s face. I wonder why the family must behave thus. They do proudly introduce Aaradhya to all their friends and acquaintances (Ms Oprah Winfrey included), so why would they deprive their zillion fans of a little ‘mooh dikhai’? All that will happen is that the fans will feel happy, and would most likely bless the child.

     

    Here’s what I suspect, and I sincerely hope I am wrong about this: The Bachchan family is renowned for being deeply superstitious. Could it be that some sort of a strange belief compels them to keep Aaradhya away from the public glare? Does it have something to do with the chance of an ‘evil eye’ attack? I really hope not. That, if true, would be a real pity, coming from such an educated, well-travelled and cultured family.

     

    As for the press, my own view is that if a famous family does not wish to share its happiness with the aam junta, the media must shun them, however big their celebrity status might be. And I had said the same thing when the Bachchans badly wanted to keep the media out during the Abhi-Ash wedding, some camera guys had even got punched and kicked by the security personnel.

     

    People, I am all for exclusives and scoops. But not at the cost of self-respect. That should be placed above all else. Let’s be hungry, not desperate.

     

    ***

     

    PS: A horror story posted by a Volkswagen customer on a discussion forum. Volkswagen India should spend all their monies in keeping their clients happy, rather than splurging it on silly media ‘innovations’. Vibrator? Oh, puhleeeaze! This example also highlights the power of social media, and why corporates can take it lightly only at their own peril.

     

    http://www.team-bhp.com/forum/indian-car-dealerships/126160-ksm-motors-smashes-customers-jetta-joyride-vw-india-silent-issue.html

     

  • 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 is compiled by Shubhangi Mehta.

    The husband’s predicament

    The Campaign:

    Amitabh Diwali Campaign

     

    The Client:

    Tanishq

     

    The Agency:

    Lowe Lintas

     

    The Brief:

    To promote Tanishq diamonds during the peak jewellery buying season – Diwali. It is also the most auspicious time for jewellery purchase.

     

    Research insights:

    According to Arun Iyer, National Creative Director of Lowe Lintas, “Usually during Diwali gold is the main metal of purchase among consumers. But we have taken this opportunity to push diamonds this Diwali.”

     

    The thought process behind the creative:

    “We have used the insight of how men always go wrong with their choice of gift during festivities. And this time the attempt is to ensure that they are clear about their choice of gift this Diwali.”

     

    Media vehicles chosen:

    TV, Radio and Outdoor

     

    Key issues kept in mind while executing the ad:

    “Since we were using Amitabh and Jaya again, we had to ensure that they come across as normal husband and wife and not like celebrities. Also the situation that was shown is a predicament that every husband goes through in marriage.”

     

    Does the treatment do justice to the brief?

    “Absolutely. Like I have mentioned earlier Amitabh behaves like any husband would. Despite having clarity about the choice of gift he still falters as women, being women, will always have a different point of view.”

     

    What is the differentiating factor about the ad?

    “I think it’s the execution. Amitabh and Jaya have been shown going through life’s moments just like any other normal couple would.”

     

    Market and client feedback:

    “There has been a positive feedback from the market and client. Customers have been talking about it and find the ad very entertaining. The fact that Amitabh gets stumped again by Jaya in the end is the highlight of the film.”

     

    Credits:

    Creative: Arun Iyer, Rajesh Ramaswamy, Abhijit Ghosh, Adarsh Atal, Indrashish Mukherjee, Prasad Baggi

    Account Management: Sudhir Rajasekharan, Pritish Wesley, Arunabho Sen

    Director: Prakash Varma

    Production House: Nirvana Films