MxMIndia

Tag: debrief

  • It's a relevant insight; spicing up of news ties in naturally with the McSpicy burger. Therefore even if McDonald's had chosen not to show the burger, the communication still works

    Debrief: McDonald’s: Jaasti spice mangta!

    By Anil Thakraney

     

    Good to see that McDonald’s has relied on consumer insight for their McSpicy burger advertising. Usually McDonald’s ads, at least in India, are pretty straight forward; they are either into price claims or general masti. It’s a simple insight: How people spread rumours in an office, so that by the time the fifth person has heard the gossip, it becomes utterly sensational.

     

    The TVC features an executive tendering his resignation. And this gets his colleagues buzzing. As the info spreads from one dude to another, each one layers it with his own spicy version, so that by the time the last guy gets to hear of the news, he’s told that the resigning exec had assaulted the boss! Haha. Must say it’s a powerful insight, this sort of spicy nonsense goes on in every single organisation.

     

    But most importantly, it’s a relevant insight; spicing up of news ties in naturally with the McSpicy burger. Therefore even if McDonald’s had chosen not to show the burger, the communication still works. That’s a clear sign of a good idea. Also, good to see office executives in a McDonald’s ad, usually they feature kids and college lads. After all, adults too dine at their outlets, and they are more likely to consume a McSpicy.

     

    Only one improvement needed: While the ad does make you smile, they can, and must, make the gossip stories really wild, the idea has a lot of potential. Layer on oodles of spice, guys… we are lovin’ it!

     

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=OzLaFeujvOQ[/youtube]

     Rating: (On a scale of 1-5): 3. Super insight. Needs more spice.

     

     

  • The Gillette folks have now decided to inject social service into their communication, and are asking us men to stand up for women, to respect them. I think this is smart thinking

    Debrief: Gillette: The Protector

    By Anil Thakraney

     

    Till just the other day, Gillette was busy telling us men that women prefer guys who shave. They say the stubble comes in the way of ‘closeness’, and therefore most ladies abhor the stingy hair. That I have been shaving all my adult life, and am still a zero with women, is another story, of course. But I found the idea interesting.

     

    However, the Gillette folks have now decided to inject social service into their communication, and are asking us men to stand up for women, to respect them. I think this is smart thinking. Ever since the Delhi gang rape, the spotlight has moved to the issue of women’s safety in India. And riding on the topicality will serve the brand well. I also like the fact that Gillette stays away from the usual shaving equipment advertising cliches, the same old smooth shave, freshness, etc, stuff. This is purely about brand building on an emotional platform, and in this category, where one brand is really no different from the other, it’s a good strategy.

     

    ‘Soldier for women’ is the theme of the commercial. It basically features all sorts of males and females, first standing individually, and later men surround the gals like bodyguards. Of course, all the mards are clean-shaven (Gillette does not like hairy men, remember?). 

     

    I like this approach. Just two things: One, the creative doesn’t pack in an emotional punch, it leaves you kinda indifferent. The ad needs to be redone so that it arouses goose bumps amongst us men. This should not be very difficult; women’s safety is a charged subject. Also, Gillette must not stay at the level of a TVC, they should go all out and create a sustained 360-degree movement. So that within the next year, in the consumers’ perception, Gillette = Caring for Women. It would be a tremendous brand positioning if they can pull it off. 

     

    Rating: (On a scale of 1-5): 3. Good start. Lot of work needs to be done.

     

  • You cannot not like this commercial. However, there's a technical problem: The effects are a bit tacky, the babies' actions don't look real

    Debrief: Kit Kat: Bachchas rock it

    By Anil Thakraney

     

    Nestle Kit Kat has extended its ‘Take a break’ idea. While earlier they made birds and squirrels dance, this time little babies perform a rock concert. Naturally, it makes the commercial look cute… dancing, jiving babies always do that.

     

    In the ad, our chap, who looks like a trainee lab technician, takes a break from training, and finds himself outside what looks like a crèche. As he starts consuming his Kit Kat, the babies get performing for him, with all the accompanying moves and shakes of a rock concert. The man is zapped, but as soon as the choc is finished, the babies return to their usual selves.

     

    You cannot not like this commercial simply because you cannot not like crooning babies. So it’s a very safe idea, and it should work for Kit Kat in terms of the brand recall. Also, dancing babies are a rage on the internet videos, so am pretty sure the brand manager would be hoping to exploit that medium as well. All in all, here’s a commercial that can’t go wrong.

     

    However, there’s a technical problem: Obviously, working only with live action footage wouldn’t have been possible in this case… getting babies to perform as a rock band must have been a nightmare. Therefore, some amount of animation becomes inevitable. Sadly, that’s where the commercial falters. The effects are a bit tacky, the babies’ actions don’t look real at all. This takes away from the overall impact. The Kit Kat creative team should not have allowed this to happen, they ought to have asked for more monies, if that was the problem.

     

    Aside from that, it’s an enjoyable ad. And hopefully these rockers aren’t Kashmiri babies, else Kit Kat can expect a fatwa announcement. 🙂

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=yvEr0fqYWs0[/youtube]

    Rating: (On a scale of 1-5): 3. Cute idea. Needed some finesse.

     

  • No issues on the communication. My problem is with the treatment. I think feminists should take offence at this one, it takes us back to the dark ages, when man was believed to be superior to woman

    Debrief: Britannia NutriChoice: Welcome to medieval times!

    By Anil Thakraney

     

    I saw a staggeringly regressive commercial the other day, and I could not believe I was sitting in the year 2013 AD. Had to pinch myself to ensure this was reality.

     

    There is a boss who orders his female secretary/assistant not to disturb him as he’s started an important meeting. Much to the boss’s disgust, the disobedient lady does exactly that. And arrives with a box of Britannia NutriChoice Biscuits. Because, as she explains, the boss suffers from diabetes, and he needs to regularly consume these biscuits. Made of oats and ragi, apparently they help in controlling the blood sugar level (hello… dear ASCI… think you guys need to suss this out!).

     

    No issues on the communication, the message is delivered clearly and pointedly. Cool! My problem is with the treatment. The secretary/assistant has been made to act and behave as a subservient woman, her body language alarms me. She’s either looking for an instant double promotion, or the boss is a bloody tyrant. His rude mannerisms suggest the chap is a slave driver. Are office assistants hired to take care of your personal health issues?

     

    I think feminists should take offence at this one, it takes us back to the dark ages, when man was believed to be superior to woman. Just think about it: Would it not make for a charming commercial if you reversed the situation?  What if the boss shows concern for his secy’s health? Would not the brand win some free brownie points? I think it would.

     

    Despite effective communication, I shall be harsh on this ad and give it a big zero. If we can’t move things forward, at least let’s not go backward.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=HEMZfTfhmbA[/youtube]

    Rating: (On a scale of 1-5): 0. Made me cringe.

     

  • Perhaps the viewers will enjoy one show a day based on this theme, but if Headlines Today wants to make this a core strategy, then they could be headed for trouble

    Debrief: Headlines Today: Interactivity won’t bring in freshness

    By Anil Thakraney

     

    ‘Right to be heard.’ That’s the positioning Headlines Today has zeroed onto. I suppose they want to pitch it as an interactive news channel, where the viewers can take part and air their grievances. I don’t regularly watch Headlines Today, mainly because I don’t think the channel offers content that’s significantly different from the rest, so I suppose that’s the problem the owners are trying to fix. And interactivity is what they want to promise as the USP.

     

    The commercial reflects the junta’s ire with uncaring, insensitive, useless politicians, who make false promises during the elections, win the votes and then quickly disappear. One portly neta is seen being put under pressure by all sorts of people (including his missus), till he hides himself inside a room, totally frustrated. While the entertainment value is low, the treatment will establish a connect with the audiences, because it reflects the popular perception of Indian politicians. So that’s fine.

     

    My problem is with the promise: Active viewer participation on the channel. This will prove to be very tricky to handle, since interactive content can get a tad tiresome, as people shoot out their assorted grievances. Perhaps the viewers will enjoy one show a day based on this theme, but if Headlines Today wants to make this a core strategy, then they could be headed for trouble. In short, I don’t think this positioning is correct. Far from providing freshness, it may lead to boredom.

     

    One other thing on the creative front: Our netas are die-hard buggers. Not one, repeat, not a single one has the conscience to get flustered by angry voters. So quite ironically, the segment that would find the ad entertaining is the politicians.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=ifSqr5y5rQ4[/youtube]

    Rating: (On a scale of 1-5): 2. Okay creative, weak product positioning

     

  • This is an ad that will work, even if it isn't creatively brilliant. And that's because it's based on a good consumer insight: Today's moms find themselves under as much pressure as their kids

    Debrief: Bournvita Li’l Champs: Going after moms

    By Anil Thakraney

     

    Makers of Bournvita, for their kiddies’ milk supplement called Li’l Champs, have roped in actress Kajol. While I am viscerally opposed to the use of celebs in advertising, in this particular case, Kajol works. Because, one, she is the mother of a young child, and two, she acts the part very well.

     

    The positioning is that Bournvita Li’l Champs is the choice of intelligent mothers, and therefore the focus is on the mom rather than the child, so there’s no pester power in this one. This strategy makes sense, as the lady of the house is most likely to be the decision-maker of this product (feminists please excuse!). The ad features Kajol conducting a whole lot of research to be able to deal with the thousands of questions her little lad regularly fires at her. And this, while struggling with the daily household chores. The VO says Bournvita Li’l Champs has the goods to improve your child’s brain power. In passing, there is a hurried mention of a special ingredient called ‘DHA’. (I say this claim needs to be verified by ASCI!)

     

    This is an ad that will work, even if it isn’t creatively brilliant. And that’s because it’s based on a good consumer insight: Today’s moms find themselves under as much pressure as their kids, not just because we live in extremely competitive times, but also because often the lady herself doesn’t know the answers. And, to appease my feminist readers, the ad would have worked equally nicely with Shri Ajay Devgn (his spelling, not mine). In fact, I suspect he would have struggled harder with the academic questions. 🙂

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=zs5SmxDozOY[/youtube]

    Rating: (On a scale of 1-5): 3. Good insight, moms will connect

     

  • The promise addresses the consumers' biggest worry, that of poor response on claims filed, so the strategy is sound. However, there's a problem: The six-hour factor gets lost in all this writing business

    Debrief: L&T Health Insurance: There’s an elephant in the room!

    By Anil Thakraney

     

    Must say ‘Likh ke doge kya?’ is an interesting idea L&T Health Insurance has come up with. It’s based on a good consumer insight; we all like to talk big and loose, but when asked to put that on paper, we flee. Based on this theme, L&T Health Insurance promises to respond to your claims within six hours, or they are happy to be penalised.

     

    There are a few commercials on air, the one I saw features three situations. Mom tells kid that if he eats spinach, he’ll come first in class. The bratty kid wants that promise in writing. A couple of uncles snigger at a young punk, saying he’ll never become an engineer. The dude demands that comment be put on paper. A lady wants her husband to take her on an exotic holiday, promising she’d never ask for anything again. Of course, the man wants that commitment in writing. Arrives the L&T Health Insurance man with the ‘six-hour response’ promise.

     

    It’s a decent effort, and the ads are fun to watch. The promise addresses the consumers’ biggest worry, that of poor response on claims filed, so the strategy is sound. However, there’s a problem: The six-hour factor gets lost in all this writing business. In fact, I would have developed the entire campaign based on the six-hour deal, and that would have made the communication focused and stronger. While ‘Likh ke doge kya?’ brings in its own uniqueness, they have ignored the elephant sitting in the room: SIX HOURS. Tch, tch, tch.

     

    Also, must say the L&T Health Insurance chaps have very, very cunningly covered their backsides. The claim is they shall RESPOND within six hours, and not settle your claim. And that response could well be: ‘Aap kataar mein hain’! 🙂

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=5yPwFUxPzng[/youtube]

    Rating: (On a scale of 1-5): 2.5 Good consumer insight but key promise overlooked. 

     

  • Coke should go all-out on the crazy quotient; they need to think of wild and charming incidents. No need for multiple situations, they should tell us one cool story/incident at a time. This will make the communication stronger

    Debrief: Coke: Crazy nahin kiya re!

    By Anil Thakraney

     

    Coke has extended the ‘open happiness’ idea. The latest TVC features ‘crazy’ things people do to bring joy to strangers. Apparently the situations are based on real incidents filed by Coke drinkers. This not a new thought, Maggi noodles has been doing the real stories gig for some time, and Coke has made the same error Maggi made in the treatment, but we’ll come to that soon.

     

    The ad features a collage of so-called crazy actions. A young cyclist high fives a middle-aged gent who’s extending his hand to hail an auto-rickshaw. One kindly soul gifts a Coke bottle to a security guard. A kid leaves a bottle for a tired Santa. And so on. I like the jingle, it’s quite catchy. This is a good thought because it opens up opportunities for thinking offbeat situations, and it should work in India because we folks usually ignore strangers. Nobody even exchanges smiles on the streets in this stuck-up nation, so people will find the idea novel.

     

    Yes, all fine and dandy. The problem is this: Situations featured aren’t really crazy. They might just make you smile on the first exposure but from thereon they do nothing to you. I think Coke should go all-out on the crazy quotient; they need to think of wild and charming incidents. And there’s no need for multiple situations, they should tell us one cool story/incident at a time. This will make the communication stronger.

     

    And if Coke isn’t able to get hold of exciting stuff from the janata, the creative team should cook it up. Viewers don’t care about the modus operandi, they look for entertainment. Maggi ads suffered from the same problem because they weren’t able to obtain fantastic Maggi moments. I think this can be handled in both the cases very easily.

     

    So go crazy full-on, dear Coke. You are onto a good thing, don’t mess it up by relying on dull real stories.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=jyEWtpYtpv4[/youtube]

    Rating: (On a scale of 1-5): 2.5 Idea has potential, needs to get wings.

     

  • I like this one. Mainly because they have done something which none of the other car ads have done so far. Which is to humanise a technical feature

    Debrief: Volkswagen Polo: Humanising tech

    By Anil Thakraney

     

    The Volkswagen India guys are notorious for their, well, let’s just say, offbeat advertising. Remember speaking newspapers? They have continued with this tradition in the new commercial for Polo, though this time it’s more cute than corny.

     

    A mother picks up her son from school in her, yes, Volkswagen Polo. She tells the child that tonight he’ll have to do his homework by himself, as mom and dad are going out. Else, god will punish the child. When the kid expresses cynicism about god having spare time for naughty bachchas, the dad’s voice, sounding like god, booms on the phone, through the car’s Bluetooth device. The child is naturally amazed.

     

    Cool, I like this one. Mainly because they have done something which none of the other car ads have done so far. Which is to humanise a technical feature, in this case the Bluetooth option. So much better than the cold technical spiel car ads usually dole out. Also, the treatment is warm, this TVC will get noticed. I have just one small issue with the ad: Parents joining forces to make a total fool out of their little one? Urmm… am not so sure. But then, this is Volkswagen. We have to expect something offbeat, as I said at the start.

     

    Now I am worried about the possibility of god’s voice booming through my morning newspaper. Not that, dear Volkswagen, not that. I might just get a heart attack.

     

    Rating: (On a scale of 1-5): 3. Focussed ad, cute treatment.

     

  • The creative team needs to put their thinking caps on, eat some Parle-G biscuits, and dish out innovative solutions. Much like the bachchas do in the ads

    Debrief: Parle-G: Genius limited to the idea

    By Anil Thakraney

     

    ‘Kal ke genius’ is a very good positioning statement for Parle-G biscuit. The core idea is that instead of scolding kids for messing around with stuff, they should be encouraged in order to arouse their curiosity. This will then result in a better future for them.

     

    There is a series of TVCs on air, and each one features the bachchas tinkering around with everyday objects and coming up with innovative solutions. A daughter rips apart the morning newspaper and uses the letters to put up a birthday message for daddy. A group of kids uses the exhaust fumes of a bike to air their balloons. And so it goes on.

     

    It’s a brilliant idea, and very relevant to India, in particular. Because education in this nation mainly follows the learning by rote system… students usually turn into parrots to pass their exams. There is no scope for creativity in our schools. Which is why this idea will strike a chord with both, parents and children. And it’s a long term, highly campaignable thought… in fact, it has potential to trigger a social revolution of sorts. Full marks on the strategy and on the idea.

     

    However, sadly, the execution fails to take off. Clearly, the genius of the idea could not inspire the creative team. Somehow the situations and the treatment doesn’t excite, there is zero adrenalin in the videos. And therefore the ads leave you cold. I think the creative team needs to put their thinking caps on, eat some Parle-G biscuits, and dish out innovative solutions. Much like the bachchas do in the ads.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=sADzIi4lOC8[/youtube]

     

    Rating: (On a scale of 1-5): 3. Strong idea. Weak execution.

     

  • The approach of attracting girls has been used by bike manufacturers a zillion times, but this one stands out for going unabashedly all-out. The jingle is quite peppy too, and this adds to the ad’s appeal

    Debrief: Hero Glamour: The chick magnet

    By Anil Thakraney

     

    Hero Glamour’s latest ad has a single minded promise: Pretty women will die to ride on the backseat of your snazzy bike. And in the treatment, Hero has raised the bar really high when it comes to the juxtaposition of bikes and hot chicks.

     

    So this dood rides around town on his Hero Glamour. No lady is able to resist the temptation to jump onto the backseat. Not the memsaab seated in her luxury car, not even the high fashion models. And the bike transports these ladies magically into la la land. The expression on their faces is orgasmic. This is a young biker’s ultimate dream come true, this is why he invests in such fancy machines. So from that perspective, this ad is bang-on.

     

    Features like Digital Analog Meter, Multi Reflector Headlight, etc, get hurriedly added through supers, but who’s interested in such banal stuff? All eyes are transfixed on the ladies, so much so that even the bike rider turns into a prop. The approach of attracting girls has been used by bike manufacturers a zillion times, but this one stands out for going unabashedly all-out. The jingle is quite peppy too, and this adds to the ad’s appeal. So, yes, this TVC should serve Hero Glamour well.

     

    Having said the above, the irony of the timing did not escape me. This commercial went on air around the time of the horrific Delhi rape and murder. And women across the nation have been on high alert ever since. In this charged scenario, I don’t see too many ladies wanting to hop onto the backseat of a stranger’s bike. However sexy the bike might be. So I have to say timing mein thodisi gadbad ho gayi.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=CfUvKuFovcM[/youtube]

    Rating: (On a scale of 1-5): 2.5. Old thought but appealing execution.

     

  • Havells, which usually does funny or caring ads, has decided to jump onto the public service bandwagon for their new wires commercial. And they have failed to generate any electricity

    Debrief: Havells Wires: Creative spark missing

    By Anil Thakraney

     

    Okay, so Havells, which usually does funny or caring ads, has decided to jump onto the public service bandwagon for their new wires commercial. And they have failed to generate any electricity.

     

    The TVC features a living room, with a dad and his little kid watching a Hindi news channel. A neta is seen ranting about the various burning problems facing the nation. Hatred, corruption, unemployment, etc. The same garbage that’s dished out to us during TV dinners. The maha bored kid gets a brainwave. He wraps the national flag around a ‘fire-proof’ Havells wire and proudly presents it to his impressed daddy. The nation is saved from ‘fire’!

     

    Now, I am quite aware what the Havells team is trying to do out here, and their intention is noble. Which is to ensure that a low-involvement product gets quickly noticed through smart alec advertising. However, this particular treatment lacks fire. For one, the association of the Indian flag wrapped around the wire with the efficacy of the wire is tenuous. It took me some exposures to comprehend what was going on. Then, using ‘burning’ national issues as a metaphor for fire protection is a bit childish, to say the least. I hate silly puns anyway. Puns are usually used by writers when an idea is missing. Lastly, I am quite tired of the precocious child thingy, it’s getting on my nerves.

     

    Yup, this commercial is basically burnt-out creative work.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=ZcGcChbtXic[/youtube]

    Rating: (On a scale of 1-5): 1. Stupid pun. Forced association.