MxMIndia

Tag: debrief

  • There are no tall promises, there can't be for a silly little freshener, so why waste time? They have also smashed the usual ad cliches, and full marks for not throwing in a hot babe

    Debrief: Godrej Aer: ‘No Bakwaas’ route works

    By Anil Thakraney

     

    Godrej Aer’s new commercial is a very good example of how keeping things simple helps when you are dealing with a very low involvement, an almost boring product category. Aer is a car freshener, not something one would even give a second thought to.

     

    The TVC features a young chap who’s seated in his little, no-frills car. The voice-over takes you through everything Godrej Aer WON’T do. It will not make your car bigger, better or luxurious. It won’t even turn you into a celebrity. All it will do is to provide some fragrance inside your cheap, stinky car. That’s it.

     

    I like this approach, it makes the low-profile brand immediately break the clutter. Kinda reminds me of Sprite’s ‘Seedhi baat’ campaign. There are no tall promises, there can’t be for a silly little freshener, so why waste time? They have also smashed the usual ad clichés, and full marks for not throwing in a hot babe, something that’s become mandatory for such a product category. Net result: The brand wins big-time. Suddenly, even if my car doesn’t stink, I am interested.

     

    If there’s one negative aspect to this approach, it’s this: After a couple of exposures, the ad loses its novelty. (This did not happen with Sprite.) It’s a direct, logical ad, and there’s very little entertainment value. They must shift the gear very soon, move the ad to the next level, so that the idea doesn’t lose its potency.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=8wJrjsaaVQY[/youtube]

    Rating: (On a scale of 1-5): 3. Effective ad. Creates a buzz on a low interest brand.

     

  • Tremendous goodwill generated for Idea. Superb example of how to lift an otherwise ordinary Diwali discount ad

    Debrief: Idea: Dil khush ho gaya, Sirji!

    By Anil Thakraney

     

    Nice, heart-warming Diwali ad from Idea. And the idea is so pleasing, this commercial can run long after the festival is over. That’s because it promotes communal harmony, which is very refreshing to see in desi advertising; this task is usually left to Bollywood films.

     

    In the TVC, a Muslim man likes a ladies watch he spots inside a shop window. But his excitement turns to sadness when he discovers the hefty price. The dealer points out that it’s Diwali and therefore there’s a 50 percent discount on offer. The chap is elated. He purchases the watch and quickly sends a pic to his beloved through the cell phone.

     

    Good idea, Sirji! This is a lovely public service ad, and therefore the brand benefits in more ways than one. Tremendous goodwill generated for Idea. Superb example of how to lift an otherwise ordinary Diwali discount ad. In fact, I think Idea should make this concept their own, and run similar ads during various fests. Aside from the brand gaining in the process, any attempt to bridge religious divide in this nation must be whole-heartedly supported.

     

    As a Diwali bonus, I did not spot Small B in this commercial, hope they’ve dumped him. Tells you when you have a powerful idea, you don’t need these pseudo celebs.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=IgZm9z3PgEg[/youtube]

    Rating: (On a scale of 1-5): 4.5 Warm, endearing treatment. And a powerful idea.

     

  • Where I feel a little let-down is in the execution. The thought is there, the passion is missing

    Debrief: Dulux: Needs a dose of passion

    By Anil Thakraney

     

    So, it appears that the ad world having finally discovered young Farhan Akhtar, it’s time for this ‘new cool’ actor/director to strike it rich. He’s all over the place these days. However, I must say the Dulux guys, for their Velvet Touch brand, have used Akhtar a little more effectively in their new ad.

     

    The commercial equates an individual’s ideology and attitude with the colour he/she chooses for the wall. Akhtar plays the anchor and delivers the voiceover as poetry, and this he does well. So there’s a rock-star wannabe who opts for the red shade. An environment-friendly architect settles for green. And so on.

     

    I like this approach. Because it strikes at the core of what a consumer really wants from his/her paint, after the tangible factors are in place (reliability, durability, wash-proof paint, etc). Which is that the colour on the wall must in some way reflect the resident’s personality. (I, for one, am very serious about painting my walls deep black, the only thing that stops me is I am may not be able to spot a visiting cockroach!) In this context, Dulux is on the right track.

     

    Where I feel a little let-down is in the execution. The creative hasn’t done justice to the idea of a shade matching the person’s desires and ambitions. They haven’t been able to take the concept to a higher emotional plane, this looks like half-baked creative. The thought is there, the passion is missing. I can visualise stunning, engaging ads using the play of human beings and colour, with or without the services of Farhan Akhtar.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=gMrvbl6oEbo[/youtube]

    Rating: (On a scale of 1-5): 2.5 Good idea, needs to be fleshed out.

     

  • If the idea is to communicate that if Acer is good enough for a complicated ad shoot, it's good enough for me, then that doesn't come through. The smart-alec treatment isn't working

    Debrief: Acer: Hrithik is baffled. So am I.

    By Anil Thakraney

     

    Acer’s new TVC starring Hrithik Roshan is a bit confusing for me as a lay viewer. I am not exactly sure whom the ad is targeted at.

     

    The commercial features a film set, the starry hunk is seen throwing a tantrum because he isn’t sure how a camera attached to an Acer laptop can be used to shoot an ad film. The director reassures him in typical filmi style that it can be done. The ad turns out nicely, the voice-over belts out a laundry list of features, and of course, all is well.

     

    Hrithik, because he’s not an over-used celeb, brings in his own natural charm to the ad, so that’s fine. He makes the TVC worthy of one dekho. But aside from that, there are a few question marks. For one, Hrithik’s disbelief that a commercial can be filmed through a laptop generates huge expectations on what’s about to unfold. One expects to witness a tech marvel. But the ad turns out to be pretty run-of-the-mill, so nothing new out here.

     

    Secondly, as an ordinary laptop buyer, I am left with the impression that Acer is meant for cinematographers and movie technicians, and therefore it’s out of my league. This creates dissonance in the head. In fact, the ad scares me away from the brand. If the idea is to communicate that if Acer is good enough for a complicated ad shoot, it’s good enough for me, then that doesn’t come through. Which means the smart-alec treatment isn’t working at all.

     

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

    Rating: (On a scale of 1-5): 1.5. Too self-absorbed, risks alienating potential buyers

     

  • Superb! Many birds get killed with one single stone. Most importantly, the TVC is highly entertaining, you can watch it again and again and smile and cringe over the pathetic state of the nation

    Debrief: The Hindu: Powerful and entertaining

    By Anil Thakraney

     

    Total winner from The Hindu. Not only is the creative kickass, I totally agree with the strategic intent.

     

    The setting is a classroom. The professor wants the students to debate the rural development bill. One chap starts making his point, but is soon stopped by other students. Before you know what’s happening, complete chaos breaks out, with the students physically attacking each other. Exactly the sort of stuff that happens in the great Indian parliament. The best part is the ironic music track, Gandhiji’s favourite bhajan: ‘Vaishnava jana toh’. Message: ‘Behave yourself, India. The youth are watching.’

     

    Superb! Many birds get killed with one single stone. The Hindu comes across as a paper that cares for India’s future, which by extension means it’s not a flippant daily. This sits well with The Hindu’s serious image. Two, the brand would like Young India to buy into it if the newspaper desires a future for itself. This sort of treatment youngsters will immediately connect with. Because it reflects their deep cynicism with the politics of this nation. Most importantly, the TVC is highly entertaining, you can watch it again and again and smile and cringe over the pathetic state of the nation.

     

    Full marks!

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=LqQxrPRK7VA[/youtube]

    Rating: (On a scale of 1-5): 5. Outstanding work

     

  • With no creative spark, these ads have zero chance of being noticed. Especially given the pre-Diwali clutter on television.

    Debrief: eBay: Yawn Bay

    By Anil Thakraney

     

    Maha thakela campaign from eBay. Both the communication strategy and the creative suck. There is a series of TVCs on air, essentially selling best deals and safe shopping. Isn’t that an obvious strategy for an online marketing portal? Flipkart and others have already been making the same promise. So there’s nothing new here.

     

    Given that the strategy is weak, it’s now left to the execution to save the show. And this one’s a disaster. Basically the ads consist of boring discussions between the believers and the cynics. Someone wants the latest phone but wants the price to drop. Another one isn’t sure if it’s a good idea to purchase shoes online. And you can easily predict the rest.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=0iwtMFwfhBk[/youtube]

    This is really boring stuff. The conversations are dull and unengaging, the treatment is the same old problem/solution approach, and it’s spelt out literally. With no creative spark, these ads, I’m afraid, have zero chance of being noticed. Especially given the pre-Diwali clutter on television. Flipkart has the ditto same approach, but that one single creative leap, of kids behaving like adults, helps them smash the clutter through cute advertising. eBay hasn’t taken any leap, so their ads will wither away.

     

    To be fair to the ad agency, I strongly suspect the ultra safe-playing client is at fault here. Neither have they come up with a refreshing brief, nor have they allowed their agency to experiment. Net result? Well, check the rating.

     

    Rating: (On a scale of 1-5): 0. Poor strategy. Poor creative.

     

  • Excellent Diwali ad by Tanishq. Indeed, this is the way to align your brand with a festival. A lesson for all advertisers who might be busy creating their own Diwali specials

    Debrief: Tanishq: Charming!

    By Anil Thakraney

     

    Excellent Diwali ad by Tanishq. Indeed, this is the way to align your brand with a festival. A lesson for all advertisers who might be busy creating their own Diwali specials.

     

    The commercial features a young couple, getting dressed to celebrate Diwali. The man says his pal has bought a Tanishq jewellery set for his own wife, and he asks his missus to pen a sweet message on the gift pack on the friend’s behalf. The lady seems to like the jewellery, but regrets that they can’t afford such expensive stuff. A very engaging interaction happens between the two, and it’s finally revealed that the man has actually bought the gift for his partner. Because, as he says, Diwali comes just once a year.

     

    Superlative work. A very, very slice-of-life situation, this sort of a discussion might be happening inside many Indian middle class households. The need to cut costs to save up for the rent, the EMIs and other spiralling expenses. Therefore empathy to this ad becomes strong. Also, the dialogue is simple but very life-like, very natural… full marks to the writer. And the TVC ends on an emotional high, the way it should happen in a festival ad. The surprised lady’s joyful expression is to die for.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=-aJ20jkZqS0[/youtube]

    Now compare this one to the rubbish TVC Tanishq put out last year with Mr and Mrs Bachchan Sr. Will remind you once again to throw the celebs out. And use real people in your ads.

     

    Rating: (On a scale of 1-5): 4. Grounded in realism, high on empathy.

     

     

  • Figo is a good car at its price point. It definitely deserves better than this. If there's one change required, it's the ad itself

    Debrief: Ford Figo: So then what’s changed?

    By Anil Thakraney

     

    Change is a wonderful thing, says Ford Figo’s new TVC. That’s fine. I presume they want us to change from our Marutis and our Hyundais to Ford Figo. That would be the obvious marketing objective for this new entrant in the hatchback market. However, the execution leaves you muddled.

     

    The TVC features a young couple in a car, they’ve just finished their weekly shopping expedition. The wifey happens to be a crabby sort (poor man!) and keeps complaining about all sorts of things. Mainly that post-marriage, her hubby refuses to change his deviant ways. That he’s forever stuck either at work or with his male buddies. As the carping goes on, a phone call arrives confirming a candle-light dinner for the two. Which the chap has arranged, so he’s not such a cad after all. And in between all the carping, we are dished out hurried shots of the car’s exteriors and interiors.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=ntqcYZctX3Y[/youtube]

    As I said, I am confused. Media reports say Figo has undergone some cosmetic changes. But what are these changes exactly? That never gets discussed. So that part of the communication is entirely lost. Next: There is no direct context established to the wife’s constant nagging. As a result, we get busy trying to understand her problems, and the Figo story gets buried, we don’t recall a single thing about the brand. The cribber totally vampires the car. And finally, the juxtaposition of the change in the man to the change in the car is extremely tenuous, and therefore the situation looks out of sync. Net net: One is left scratching one’s head.

     

    Figo is a good car at its price point. It definitely deserves better than this. If there’s one change required, it’s the ad itself.

     

    Rating: (On a scale of 1-5): 0. Totally confused communication

     

     

  • Coke's new positioning for the Diwali season is: 'Saath khao, khushiyaan badhao'. Good stuff, and there are many reasons why I like this approach

    Debrief: Coca-Cola: Tremendous insight

    By Anil Thakraney

     

    Coke’s new positioning for the Diwali season is: ‘Saath khao, khushiyaan badhao’. I like the consumer insight, it originates from the ancient proverb: The family that eats together stays together. And it’s most valid in the Indian context because we folks believe in the idea of the family as a single unit. Look around you at restaurants… the number of tables occupied by hanste khelte parivaars is likely to be far higher than those occupied by couples and singles.

     

    The TVC features a large family at the dining table. As they bond over food and Coke. It’s a very simple treatment, there are no dialogues, and typical family interactions are captured through expressions. A strict dad who won’t relent to his son’s demands. A granny with an emotional tale to tell. A disinterested kid who later begins to enjoy the family time. And so on. All the things that usually happen at a family table.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=XP6sPhwmDag[/youtube]

    Good stuff, and there are many reasons why I like this approach. There are no celebrities in the ad, only regular people. The music track is very cool, it adds to the liveliness of a happy family gathering. ‘Saath khao, khushiyaan badhao’ further strengthens Coke’s ‘Open Happiness’ idea, so they haven’t gone away from that. And despite the lack of a storyline, the TVC entertains. I particularly like the last touch. A mobile phone buzzing away in a corner and no one bothers to answer it. This is family time you see, the ‘Airtel zaroori friend’ can wait! Brilliant!

     

    Rating: (On a scale of 1-5): 4. Cool insight backed by endearing creative

  • One really has no idea what’s happening out here. It’s okay to be a bit arty sharty in ads, but not at the cost of comprehension

    Debrief: Royal Stag: Nothing royal about this

    By Anil Thakraney

     

    Didn’t know Royal Stag whisky is such a huge brand. They have hired the services of two very expensive movie stars for one single commercial. Wow! Thinking of the likely budget for this one makes me want to reach for a Patiala peg. And their claim that this TVC is for Royal Stag ‘mega music’ collection makes me want to dive into a vat full of booze.

     

    The commercial, featuring Shah Rukh Khan and Saif Ali Khan, is a load of nonsense. The visuals make very little sense, one really has no idea what’s happening out here. It’s okay to be a bit arty sharty in ads, but not at the cost of comprehension. All you see is various shots of the two heroes lost in deep thought, while flashing certain strange expressions, as the voiceover continues non-stop about competing with one’s own self, or some such heavy-duty stuff.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=DfyE2ENhX1o[/youtube]

    For one, both the heroes are neither royal nor stag. Both are much married, and both go around beating up people in public places. (Maybe those are the sort of dudes Royal Stag targets.) Both are also overused in advertising, so brand recall will be zilch. Therefore am not sure how much the brand gains with all this mega expenditure. I think the least the makers of Royal Stag should have done, having signed up SRK and Saif, is to create thrilling little movie films with them. That would have ensured some entertainment happens and the brand scores some points too.

     

    This looks like a half done ad. The VO says: “Abhi Shah Rukh Banna Baaki Hai.” I think abhi ad banna baaki hai.

     

    Rating: (On a scale of 1-5): 1. Gobbledygook.

     

  • The TVC features a young couple having a blast, as they set off on various weekday holidays. The man manages so many chhuttis by giving those thakela excuses to his rather gullible boss

    Debrief: Mahindra Quanto’s strange positioning

    By Anil Thakraney

     

    Mahindra has come up with a rather intriguing positioning for their new compact SUV called Quanto. They have called it the ‘weekend life’ car meant for young couples. Must say I find this very odd. I thought Quanto was the cheapest SUV in the Indian market, and that is its biggest plus point. Also, I believe an SUV in India is essentially favoured by largish families, the hansta khelta parivaar.

     

    The TVC features a young couple having a blast, as they set off on various weekday holidays. The man manages so many chhuttis by giving those thakela excuses to his rather gullible boss: Dog bit ma-in-law, wife is sick, house got robbed, etc. Then there’s a silly, very predictable twist in the end. Of course, the holiday imagery is peppered with shots of Quanto.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=Wu3yCLR5c2k[/youtube]

    Here’s the problem: I would imagine a young urban couple would seek out a sedan or a loaded hatchback at Quanto’s price point (around Rs 6 lakh). And that’s a sensible option over buying a low-end SUV which is expected to be low on power and features. Because extra room isn’t really their top priority (unless, er, they intend to do naughty stuff inside the car!). Which is why this positioning appears incorrect. Quanto simply had to target the Big Indian Family.

     

    In addition, the creative is un-interesting and the humour forced, and this makes matters worse. But treatment issues can be sorted out in the next commercial. What is problematic is the positioning. It beats all logic.

     

    Rating: (On a scale of 1-5): 1. Confused strategy, weak creative.

     

  • People being made to frolic in water to cue freshness has been done to death ever since Ms Karen Lunel went under a waterfall for Liril centuries ago. So there's literally no freshness out here

    Debrief: Cinthol: Not awesome, it’s tiresome

    By Anil Thakraney

     

    After dude, rock star, chillax, etc, the next big cliché in the urban world is ‘awesome’. Everyone flings the word around for all sorts of things, and feels cool (another cliché!) about it. Which is why I knew it was a matter of time before an advertiser latched on to it.

     

    ‘Alive is Awesome’ is the new tagline for Cinthol. And the brand hopes to net Young India with it. The TVC is basically lads and ladettes having a blast holidaying on beautiful foreign locales. They play around with different forms of water bodies (not Mumbai gutters), as the jingle belts out awesomeness in the background.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=qzpcIvJ77g0[/youtube]

    Doesn’t work, to put it simply. People being made to frolic in water to cue freshness has been done to death ever since Ms Karen Lunel went under a waterfall for Liril centuries ago. So there’s literally no freshness out here. Also, the word ‘awesome’ is likely to be understood only in the urban areas, so this limits Cinthol’s appeal. Doesn’t make sense to me, I thought this is a mass soap brand. Unless Godrej has decided to make Cinthol super premium, but the same old boring packaging doesn’t suggest so.

     

    However, I do envy the models, the production crew and the ad agency personnel who got a free ride to such exotic destinations. Awesome! This is what makes advertising life fun, fun, fun. Now if only all this merriment had happened over a half-decent TV commercial.

     

    Rating: (On a scale of 1-5): 0. Zero freshness.