Tag: debrief

By Anil Thakraney

An okayish commercial, but one that leaves you sniggering. Not at the situation, at the careless direction and post-prod.

So there’s this nervous international traveller at the immigration desk. The clerk begins by talking tough with him but later goes all lovey-dovey when he discovers the chap originates from the same gaon, rather has a family connection out there. He prescribes regular calls to family back home, the clerk even guides the traveller to the Matrix phone card counter.

It’s not a bad idea though they could have had so much fun with it. The conversation might interest you on the first exposure, after that it becomes a drag. The Youtube version has scored a decent number of hits, so perhaps a section of the junta likes this stuff. However, there are two howlers, and the director of this commercial should be given a rap on the knuckles. One, the chroma key job is spectacularly sloppy, the background looks like a joke. Perhaps there were budget issues, but this is unforgivable, ask any post production exec. Two, notice the direction in which the immigration clerk points to indicate the location of the Matrix counter, and then check the direction in which our traveller stares in response. They are exact opposite of each other! Funny that no one, not even the ad agency personnel, noticed this glaring goof up.

Poor Matrix. Guess they operate on very low profit margins. Which explains why they had to hire amateurs to produce their ad.

Rating: (On a scale of 1-5): 1. Mediocre script, clumsy treatment.

By Anil Thakraney

The Tata Nano guys just can’t seem to get it right. I have repeatedly pointed out in my posts that positioning the brand as the ‘poor man’s car’ was a terrible idea because even for the ‘poor man’ a car has to deliver status value. I have always believed it is this positioning which has cost Nano its sales. They finally seem to have corrected that, and are now targeting the urban youth. But they have badly screwed it up in the execution.

‘Celebrate Awesomeness’ is the message in the new commercial. It’s a nonsense ad, and contains the same stuff we have watched umpteenth number of times. Youngsters moving, shaking, jumping around, etc. The car is forced into this clichéd imagery. And at the end of the ad, you are left scratching your head on what just happened. After many exposures I spotted a magician, have no bloody idea what the chap is doing in the TVC.

What a sorry mess! If the muddled Tata Nano suits are reading this, let me simplify life for them: All that Tata Nano has to do is play to its strength, which is its ‘cute and small’ shape. The communication’s entire focus should be on: Small is beautiful, small is smart, small is happening. It must make users of big cars feel like idiots. That’s the kind of power attitude that will make Nano desirable, not just to the youth, to old fogeys like myself.

Shoving the word ‘Kickassness’ in the ad doesn’t make you kickass. You have to kick the ass of other cars to deserve that title.

Rating: (On a scale of 1-5): Big Zero. Complete waste of ad spend.

Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

By Anil Thakraney

Surprising solution from Perk Double, and it’s fun too. They’ve taken that often used filmi line, ‘Bhaag kar shaadi karte hain’ literally, resulting in lots of masti and madness.

The brand promise is full-on energy. A young couple is not sure their folks would agree to the marriage, and so they decide to run away. But instead of fleeing to a desolate temple on a hilly terrain (as it happens in them movies), the two get married jogging on the highway. With all the shor sharaba and the rituals of a traditional shaadi, provided by fellow travellers. All because the couple gobbled down Perk Double, and is loaded with the energy for a marriage on the run.

Well, it’s crazy stuff, but a choc brand needs some of it to smash the clutter. Therefore there’s no question of logically analysing this one, you just sit back and enjoy. One thing’s for sure: Young viewers, the target market for Perk, will have a blast with this one. I’ll only add my own little concern: After all that road running, the couple’s suhaag raat ain’t gonna happen, not even if they devour a whole carton of Perk Double. A Viagra equivalent can consider a sequel to this ad.

Rating: (On a scale of 1-5): 3.5 Wacko ad, right for this category

Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

By Anil Thakraney

In principle, I like what Mahindra Verito does in the advertising: Focus on the owner rather than the car itself, highlight the personality of the owner and thus build the brand’s image. In Verito’s case, it’s for the man who’s matured and wise. But as they extend this personality to a new product, things get complicated, and I will come to that shortly.

The sedan Verito now has a hatchback sibling called Verito Vibe (though the carmaker chooses to call it a ‘compact sedan’), and the brand personality continues. So our wise lad does not jump signals, races with a scooter but deliberately allows the latter to ‘win’, etc, and of course, there’s a hot chick on standby to show appreciation. (Yes, whatever we men do is pointless unless a member of the fairer sex is impressed, or so our advertisers believe.)

I have to say after a few exposures on television I assumed this is a new ad for Verito. The ‘Vibe’ part completely eluded me. It’s only after I took the ad up for review that I discovered this is a variant. Something for Mahindras to chew on, this is what happens when you simply extend the brand personality, the differential factor goes for a toss. My view: The Vibe should have come with its own attitude.

Another thing: Our chap, who has a heart of gold, lets the scooty win because a child is riding pillion. This is very similar to the Salman Khan chaddi/baniyan ad currently on air, where the hunk allows the rival to win an arm-wrestling bout only because he (the rival) is accompanied by a handicapped child. Don’t think Verito Vibe’s brand manager would want us to equate his car with underwear.

Rating: (On a scale of 1-5): 1. Personality extension confuses, branding gets hit.

Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

By Anil Thakraney

Cool ad from Toyota for their used cars, and it’s mighty effective too. Because it strikes at the heart of the used car buyer’s fear: that he/she will end up with a third rate gaadi, which is often the case. You gotta be terribly lucky to get hold of a decent car in the second’s market, I can tell you that from my own research which I conducted along with a mechanic.

Most of all, the TVC is highly entertaining. Our dude majestically walks out of his home in the direction of his car, looking pretty full of himself. Residents from the housing colony start disappearing as soon as they sight him, we soon find out why. The poor chap’s car won’t budge, and he badly needs a push. This evokes high empathy as many of us have been in this situation at some point or another. And naturally, the ad ends with the Toyota assurance.

Good work. The commercial is single-minded and it doesn’t bore you on repeat exposure. The focus stays on the problem for most of the duration, and I am fine with that. They don’t need to harp too much on the solution in this case because it’s Toyota you are talking about, so the trust factor is already taken care of. Smart of Toyota not to insist on ‘better branding’, that would have killed the ad.

Yes, I am certainly checking out Toyota’s used car shop the next time I need someone to (reluctantly) push my car.

Rating: (On a scale of 1-5): 4. Funny and very effective.

Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

By Anil Thakraney

Bajaj Electricals has completed 75 years of existence, and they have released a TV commercial to commemorate that. Themed ‘Shine On’, the creative strategy, at first glance, seems to be on the right track; instead of featuring the product range as the hero, they have concentrated on the application of each product and its direct interface with the consumer. Also, the treatment isn’t serious, they have tried to bring in humour, so all that’s fine.

However, what caught my attention is the last shot, that of an old man attempting to steal from the fridge in the dark of the night, as he’s caught by his missus with the help of the Bajaj bulb. Yes, it’s the same classic shot from the ancient Bajaj Electricals ad, and it immediately brings back childhood memories for many of us. In other words, a fantastic property for the brand. This got me thinking: Instead of creating new situations with the ‘youth’, which is the obvious approach, shouldn’t Bajaj Electricals have built on the memorable ad?

This is what I would have done: With lookalikes of the thieving uncle and his alert wife, I would have created many ads, each for a specific Bajaj product. This would have been done like a soap opera with only these two characters, as they goof off while trying to outwit one another in different situations. Over time, the couple becomes a long term property for the brand, and because they are such likeable folks, people would build a bond with them. Also, don’t miss the jingle in the old ad (I am linking that commercial too), notice how cool it was, we still recall it after all these years. And then compare it with the ‘contemporary’ nonsense they have now put out.

Thing is, if you have such a strong property in your portfolio, why not go all out and milk it? Why create new stuff which is anyway ordinary and done-to-death? Sometimes the gem lies in our own backyard, but we fail to notice it. Perhaps a Bajaj bulb can help find it? 🙂

Rating: (On a scale of 1-5): 2. Okay ad, but opportunity missed.

Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

By Anil Thakraney

Another good ad from Tanishq, must say the team is pretty consistent. The commercial for Mia tells you the brand understands the aspirations of today’s working woman, of her desire to excel in her work AND look beautiful while she’s at it. But there’s a slight problem with the treatment, I’ll come to that shortly.

In the ad, the control freak lady boss commands her junior to forget about wearing jewellery for a critical meeting, she wants the client to stay focussed on the presentation. But our feisty gal gives two hoots, and lands up for the meet decked up in her fancy Tanishq Mia earrings. Naturally, the boss isn’t amused, but the exec makes a winning presentation, and so it all ends well.

A bossy she-boss is a cool idea, there are plenty of these dominating types in the corporate world. Also, the situation is very real, an older woman would secretly resent a much prettier younger employee. The problem is, you disobey such a tyrant boss, you better be ready with your resignation letter. Ms Cruella will make life miserable for you even if you happen to be a star performer. Which is why instead of a happy ending, this situation leaves me with a nasty feeling that our gal is in big, big trouble. To counter this, I would have altered the dialogue a bit. The boss issues an army-like command, even though it’s delivered gently: ‘Lose the earrings’. What if she said, ‘Honey, you sure you want to wear jewellery for the meeting?’ This would indicate that the boss isn’t really a tyrant, and that means the disobedient employee’s job is safe.

Another little problem: I can tell you from experience, male clients in India don’t get their attention swayed by the jewellery a woman wears, that happens with a precariously plunging neckline, though it guarantees to win you the business. 🙂

Rating: (On a scale of 1-5): 4 The ad is already a topic of discussion in the corp world

Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

By Anil Thakraney

Wild Stone soap continues with the promise all male toiletries brands make: Use our product, get the chicks. Must say I have always found this premise a tad amusing. Many of us men use deos and soaps just to feel fresh, there are more interesting ways to patao ladies. But the marketers don’t care about this, and so the ‘safe’ chick caravan chugs along merrily.

However, in the new commercial, Wild Stone has done two rather ‘interesting’ things. One, they have used an old Hindi film song, which I think is a new one for this category. (Incidentally, filmi classics are in vogue all of a sudden, and the reason for that is paucity of good jingle writers.) Thing is, I wonder what the likes of SD Burman, Naushad and Shankar Jaikishan might feel about their songs being used to sell all sorts of dodgy products. And the worst part is, these ads destroy the original charm of the old favourites. Secondly, Wild Stone has pushed the envelope further, this time our chap wins over young moms. All along it was only babes, then our hero started attracting married women, and that the woman is married was only suggested. Now, it’s open season, every woman is fair game. I guess we’ll soon see aunties and grannies swooning over the dudes.

The ad itself is stupid and poorly shot. Our man plays football with the kids. He doesn’t win the match, but his topless avatar gets the mommies’ glad eye. My worry is this nonsense might actually be working with a certain section of men, which is why it continues. So please carry on, but can you quit hitting on Hindi film classics? Let at least some things in life remain sacred.

Rating: (On a scale of 1-5): 0.5 I need to get wildly stoned to appreciate this creative.

By Anil Thakraney

I have a bad feeling we are living in the early nineties. Madhuri Dixit is back, so is Anil Kapoor, and so is Sridevi. And the BJP is talking about Ayodhya all over again. Soon we’ll hear Sanjay Manjrekar is back in the Indian team. Not to be left behind, here’s an ad from the glorious past.

If you are a new entrant to advertising, watch the commercial from the National Population Register very carefully. It will give you a good idea of the generally crappy television advertising we used to produce back then. A tired, laid-back, sleepy jingle. Indians from all walks of life doing the same activity, in this case, mud-slinging (though the copyright for that now belongs to Shri Arnab Goswami). And each visual a bloody living, breathing ad cliché. I have to say this must easily be the most annoying advert currently on air, and it’s on air all the time because we taxpaying idiots sponsor this trash. Each time it comes on, I want to fling some mud at my television set.

So if these guys want us to register our names for the census, they should tell us why it’s important for us to do so. The communication trigger should be this and only this: Dude, you don’t sign up, you are screwed, and this is how you get screwed. It’s as simple as that. This is what will result in consumer engagement. Instead, these dolts have gone back into the past to re-create its worst. I’d rather register for the Pakistani or the Bangladeshi census.

Rating: (On a scale of 1-5): 0. Poora paisa mitti mein mil gaya

Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

By Anil Thakraney

Haha, scary ad for Hyundai i20, it will give you the shivers. Our sleepy, exhausted dude is driving by the countryside on a dark, rainy night, when he spots this sexy lady standing by the corner. Naturally, our excited hero wants to offer her a lift. But he suddenly finds her standing next to the car, and then inside it, all quite magically. The terrified chap discovers she was standing by a cemetery, and that the hot babe is a ghost. She commands him to drive, and there’s no option but to listen.

Then comes the twist in the tale, as the tables turn. The ghost is petrified when she notices that our man can get the wipers moving ‘without touching a thing’, the headlights come on ‘by their own’, and she really freaks out when the guy reverses the car ‘without looking in the rear’. This prompts the ghost to vamoose.

I like this one because it’s a surprising solution, it’s very unlike typical Indian car ads. And the Hyundai guys must hope that within the ghost story, the car features highlighted in the ad will prompt the buyers to visit the showroom and suss out the machine. Which indeed is the job of an ad: To get the brand noticed, and to get potential customers interested. I think this twin objective has been achieved nicely.

And the sexy ghost ensures the ad breaks the clutter, and is entertaining to watch on repeat exposure. I am definitely going to check out the i20. And shall recite the Hanuman Chalisa while I do so. 🙂

Rating: (On a scale of 1-5): 4. Surprising solution. Highly entertaining.

Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney