The 65th art

Tata DoCoMo - latest Ad campaign

2011-09-03T20:20:00.000-07:00

You might have noticed that Tata Docomo has started a new ad campaign - "No Getting Away. From the the network that always connects, everywhere".

The tag line is absolutely fantastic, however, it looks like the ad company ran into ideation bankruptcy and churned out some very bad concepts. Case in point - "Wedding". The poor chap is getting married, is in the middle of the ritual and all of a sudden his mobile rings. And he starts talking to his boss. Now, no sane person keeps his mobile with him during the "feras". Moreover, by mistake if someone keeps it, would he really pick it up until the ritual is done? The height is that the ad completely ignores the consumer mindset. Now if your service is going to put me in trouble, why would I opt for it?

Another example is - "Rocking Car". About this ad, I have a mixed feeling. The ad creator is successful in hinting what is happening inside the car, without actually showing anything. But again, from human psychology, why would one choose a service, which is going to be a problem at some point in time?

I have same feeling about all the remaining ads except for the "in the house" ad. This ad is actually going to make me think - good I had a good coverage, otherwise my mobile might have stolen.

Other ads in the same campaign include - "Who is in the cupboard", "Operation Theater", "At the airport"

If you want to watch all the Tata Docomo Ads you can connect to YouTube Channel here.

Jaago Re Latest TVC - Isn't it still a bribe?

2011-01-21T19:09:00.000-08:00

I happened to watch the latest Ad from the Jaago Re campaign from Tata Tea and felt something wrong with it.

So far, this Ad campaign has presented few very good concepts for fighting or highlighting corruption, however the latest one seems to be, well, actually promoting corruption.

A young lady is waiting for the license for starting a Beauty Parlor, however, the Babu there starts asking for some "पत्ती". The lady probes him a bit if he wants "छोटी पत्ती या बडी पत्ती". Finally the Babu says, "whatever it is, give it!!"

And this young lady gives him the box of Tata Tea Premium!!

Now-a-days even a half a KG of Tea costs you anywhere between Rs 100 to Rs 200, then this Tata Tea Premium would either be in this range or even higher. If that is the case, isn't it still a bribe? After all you are giving that Babu gift worth of at least Rs 200, isn't it?

Here is the YouTube Link for this ad. And all Jago Re campain Ads could be found here.

Maruti Suzuki DZire

2011-01-13T16:53:00.000-08:00

A great ad that caught my eyes after long time. It is not hard selling any of the features of the product, but is simply creating a desire in your mind to own one, if not for nothing else, but to fulfill your own desires :)

This ad comes from Maruti Suzuki, talking about their sedan model - DZire.

A little boy, filled with guilty conscious about lying is seeking some respite by talking it out to his dad. In that attempt, he asks dad, if he has ever lied in his life. Now irritated with such an awkward question, Dad tries to play innocent and say "may be". This gives courage to the son and he speaks out. Tells dad that his friends were being boastful and so he also joined them and told everyone that he has seen ice. The cold reply from dad is - "Tell the truth to everyone on Monday".

This surely is going to disappoint the kid big time, and it actually does. Feeling completely low, the boy reaches home and sleeps. He wakes up in the morning, only to realize that he and his family are already driving towards the ice covered mountains through their car. Overjoyed boy plays to the fullest of his heart content and realizes what his father meant by "Tell the truth" He is so happy now that he knows he doesn't need to lie as his father can fulfill all his desires through DZire. And there comes the desirous statement from the little boy - "Dad, I'll tell my friends that I have seen desert too :)", implying let's go the desert soon..

The kid has given fantastic facial expressions along with amazing toning. His uneasiness about lying, relief to realize his dad may have also lied, and sudden disappointment when Dad asks him to tell the truth, the joy on his face when he sees the ice... all these emotions have been captured very well.

Not much of a focus on the car features, except showing the comfort that one gets in the car, I think the ad does make an impact and feel you desirous of this this car :)

Here is the YouTube Link.

Kent Water Purifier - ab to istemaal karo

2010-03-20T09:58:00.000-07:00

For quite a few years now, Kent is running the ad to sell their water purifiers. Initially it was at a level where they were introducing the brand and had a humongous task of breaking down the monopoly of Aquaguard - largest selling water Purifier of India.

Since then the advertisement by Kent has taken multiple turns. Initially it was Isha Deol and her sister, almost around the same time, Hema Malini also got in to the frame. It started sounding like a family affair.

However, it was still okay until the Deol family was asking "aap apana purifier kab badal rahe ho?" (When are you replacing your current water purifier with Kent?) - a fair statement. But if you look at the current version, it is filled with complete helplessness and clearly pointing out that Kent has not acquired as much share as they wanted in last couple of years. Read the tag line - "aap apana purifier badal rahe ho naa?" (Are you changing the purifier or not? - skepticism all over the ad)

Here you can find one of the older clips. and for the current one - watch any of the IPL season 3 matches and you can see the difference :)

Sone se bhi Sona lage - Sizzling Aish with Abhishek

2010-01-21T16:18:00.000-08:00

In their first every commercial together, Aishwarya and Abhishek have definitely created a magic. Together, both of them are now endorsing the much sought after brand of Lux Soap.

The theme of the ad revolves around how a wife entices her tired husband to go after her even after the day long work!! The glimpses of Ash using Lux, the naughty looks that she gives throughout those 40 seconds, it's simply awesome. The moment she nears Abhishek to blindfold him, see the expressions on Abhi's face - it clearly depicts how he gets mesmerized with the fragrance from Lux and then the chase begins. The sensuous moves from Ash sizzles through the ad, making Abhishek run behind her through the house. And when finally both of them hug, the brand name appears on the buildings visible through full length windows - Lux -background music becomes audible - soNe se bhi soNaa lage...

The thing I liked - fantabulous chemistry, vivid expressions and obviously the beauty queen Aishwarya :)

Here is the youtube URL - http://www.youtube.com/watch?v=vJ46a_xNugY

Reviving has become easier

2009-12-23T16:41:00.000-08:00

Thanks to the facebook app "adofthemoment" that couple of my friends have put together. Colleagues turned entrepreneurs have created this Facebook app which takes you to the golden memory of your old days. Ads like Amul, Cadbury Celebrations, Fevicol etc have been featured in this app.

So even though I am not able to review the newer advertisements, this app will help me write about some memorable ads along with their YouTube links.

thanks to Shrinand and Jyoti :)

Karo Jyaadaa Kaa Iraadaa

2009-06-14T17:15:00.000-07:00

Rather old one, but a very cute ad from Max New York Life Insurance.

Mom and Dad are busy with their own work and the kid is playing around. Suddenly the kid utters some words resembling "Daddy" and it suddenyl fetches Dad's attraction. Then starts the attempts to make the kid say words like Mama and then Banana. When the kid successfully utters "Banana", Dad starts asking for more and asks the kid to say "Czechoslovakia" - the kid is baffled, doesn't know what to do, Mama is asking Dad to "slow" down, but daddy knows what's the best way to achieve the bigger goals - step by step - and explains Mama how it can be done - "pahele "cheko" bolega, usake baad "slow" bolega and then "vakia" bolega - simple" ... But the kid seems to be still confused and cutely reacts in a typical kid's manner - "Brrrrrrr", disappointed Dad satisfies himself with "Banana bolaa" and goes back to reading paper; and suddenly kid starts attempting the word "czechoslovakia"

And there comes the tag lines - karo Jyaadaa kaa Iraadaa

Things I like most - the expressions from all three; the script and picturization everything - eyecatching!!!

Youtube link for the ad - http://www.youtube.com/watch?v=ll5yaLbZ6VQ

Reviving this blog

2009-06-09T18:08:00.001-07:00

I know this has been a longest of the breaks and I haven't posted anything for a long while. I guess it happens always with me, but this time the gap was very long. Planning to spend some time in updating this blog on a regular basis.

Wish me luck :)

Hamaraa Bajaj

2008-05-18T09:04:00.000-07:00

One of the old advertisements, that would be remembered for years to come.

A very touchy piece, that reflects the Indian culture, values and emotions in it's true sense. Depicting the bajaj scooters as the most used vehicles for every purpose, right from romance to spirituality. From respect for elders to toughness of the youth. Watch the video here.

What an IDEA Sirji

2007-11-18T16:09:00.001-08:00

Yet another campaign from IDEA cellular. The theme is fantastic and with stars as Abhishek Bachchan it definitely draws attention of the viewers.

The theme goes like this... A small village gets caught into riots. After a lot of devastation around, finally two fighting groups come together in front of the "Sarpanch" to resolve the issue. But, the fight starts again, in the meeting itself. And suddenly the phone rings. The Sarpanch gets a brillian IDEA and announces that no one would be known by his or her name any more, but everyone will be identified just by a mobile phone number!! And with that the village seems to be happy and enjoying the life. The nameplates on the doors are replaced with the mobile numbers, the statues, the banners everything. The Sarpanch is very happy and his aid apprises - "What an IDEA, Sirji!! " And obviously followed by IDEA punch line - "An IDEA can change your life!!"

The ad definitely is a genius concept where it points out the fallacies of our believes and helps people to realize that name has nothing to do with how that person is. If names are replaced with the phone numbers, then there will be no way to identify if the person is from upper class or from lower class, from Hindu community or from Muslim and thereby reducing the chances of unnecessary clashes.

The ad happens on the backdrop of a village in UP or Bihar. The sets and the cast are very much matching the theme. and overall leaves a very good impression.

However ... :) I have a few doubts about the success of this theme.

First of all, IDEA is an established brand with very well reach within the circles. I don't think they need a campaign emphasizing on the brand. This commercial focuses more on the brand, than it's services and affordability. My general feeling about this ad, after watching it a few times, is that it in general promotes the mobile service and not the IDEA service. Vodafone or BSNL can run the same campaign with the brand changed. Then what is IDEA achieving out of this commercial?

Watch the video live on: Any Hindi channel or at youtube
http://www.youtube.com/watch?v=STZAcD2R6YI

Everything is the same, except the name

2007-09-05T06:41:00.000-07:00

What else, other than identical twins, can represent this concept? A very cute ad that captures the exact theme of brand name change from UTI Bank to AXIS Bank.

A cute little girl, all in pink, enters a class room and asks sweetly, "May I come in teacher?". Teacher takes a look at the girl and nods. The girl enters the room and finds a place in a corner bench for herself. Even before she is settled down, another similar voice comes "May I come in teacher?" And when the teacher turns to the door, to her surprise, she finds the same little girl again at the door. Not understanding what's happening, teacher looks back to the place where first girl was sitting, only to realize that they are twins. The second girl enters the room and sits next to her sister. And caption appears:

"Everything is the same, except the name. UTI bank is now AXIS bank."

A direct impact ad, guaranteeing a same level of service to the customers even though there's a brand change. This ad definitely succeeds in conveying this message to the customer and retains their confidence.

When I first saw this ad, I got curious. Why they are changing the name? And if they are changing the name for whatever reason, why can't they attribute it to the requirement of improvement in the service? All of these questions got answered in a recent article in business standard. A good read.

When I read the article, the ad made more sense to me and I can say that this ad is having the exact impact that creators wanted.

Here is the youtube link: http://www.youtube.com/watch?v=I7vOj5tX3mg

The ad creator: Ogilvy & Mather Advertising

Apache RTR 160

2007-08-30T08:33:00.000-07:00

Can you think of an interesting way to teach Newton's law? Look at this Apache RTR 160 ad. It teaches the Newton's first law in an amazing fashion:

Every object in a state of uniform motion tends to remain in that state of motion unless an external force is applied to it.

Two sequences go in parallel. A professor is teaching the law in the classroom and at the same time the bike is zooming through the roads. As the professor reaches towards the end of the statement, a beautiful, sexy girl appears in the scene and bike suddenly comes to an halt.

This is not all. The cool part comes towards the end of the ad.

After that the guy on the bike reaches college and is about to enter the classroom. The professor turns and says, "You missed your theory class. Where were you?". The guy blushes and answers -- "Learning practical !!!!!!". So cute, isn't it?

Many things to be noticed in this ad. The good mixture of the two tracks - classroom and the bike, the way the bike comes to halt and to top all this, the expressions given by guy when answers the professors question. The way he blushes is terrific.

A really cool ad. Watch it on any of the channels or view it on youtube at:
http://www.youtube.com/watch?v=QYjgfs1JE7I

Lux commercial - सूरत भी है खूबसूरत भी है

2007-08-27T09:20:00.000-07:00

This Lux soap commercial is being broadcasted for quite some time and I am trying to understand it since then. But no luck. The theme has not made much sense to me so it will be difficult to narrate it correctly. I just remember the first line of the jingle.

"surat bhi hai khubsurat bhi hai"

Even the multiple tries on google didn't reveal much information about this ad (including youtube). So can't provide more information.

Amul - The Taste Of India

2007-08-18T12:16:00.000-07:00

One of the oldest advertisement that has started appearing again on the television these days and it's none other than - Amul - The Taste Of India - Milk and Milk products campaign. A nicely done ad. I'd rather say it's a short film depicting all the processes involved in this co-operative movement from Milk collection to processing, involving various elements of the society, right from the women carrying milk to the collection center to the persons processing it. Also includes the families of those women. The ad ends with a fantastic line:

"Every morning 17 Lac women across 9,000 villages, bringing in milk worth Rs 4 Crores are now celebrating their economic independence. thanks to the co-operative movement call Amul"

I am sure these numbers are pretty old now and they must have increased by substantial amount.

What I like about this ad?
The melodious song and smiles on the faces of women participated in the ad

You can watch this ad at:
http://www.youtube.com/watch?v=RW9DSUbZX34

जो आया वो जायेगा ... Centre fresh - जुबां पे रखे लगाम

2007-07-07T11:06:00.000-07:00

Another comedy ad that brings smile to my face every time I watch it.

A lonely road... On the way there's a bridge. Only few cattle crossing the bridge. A motor comes and stops. 4 persons, maphia gang, steps out. They carefully look all around and see only the cattles coming there way. Feeling safe, they took out a dead body from the car and throw it in the river. When they return, to their surprise, they saw a dwarf shepherd watching all this act closely from behind the cattle. Suddenly realizing that this person could be threat to them, they decide to take him to the task.

The moment, two of them pick the shepherd up, he starts acting as if he can't speak and tries to assure that he won't utter a single word about what all he has seen. The leader, with an opened shoe lace, decides to leave the shepherd and all of them start returning to the car.

And there comes the misfortune of the shepherd. He sees the opened shoe lace and .... say ... "bhaisaab, aap kaa shoe lace ....." realizes what he has just done ...." khul gayaa hai" ... Background song throws the gyan - "Jo aayaa wo jaayegaa".... with a punch line "Center Fresh, Jubaan pe rakhe Lagaam"

Relive the full ad here:
http://www.youtube.com/watch?v=MZh2A2C7sHY

What I like most about this?
The expressions given by the shepherd are superb, specially when he realizes that he has committed a big mistake and that is going to cost his life. Complete helplessness and fear appear on his face.

ABN Amro

2007-06-13T10:11:00.000-07:00

Let me start this blog with a very fantastic and interesting commercial from ABN Amro credit cards.

A group of dacoits starts robbing the train. The leader is snatching everything from each passanger including jewellery, cash everything, even the gold plated teeth from an aged person. In the process, they reach a person who apparantly doesn't have any cash, but only a credit card from ABN Amro bank. A nice sleek green colored transparent card... the moment the leader sees that, it return the credit card to the owner... and to the surprise of everyone, including all the dacoits, he, the leader returns some cash - punch line come - "Guaranteed Cash back - everytime!! India's first transparent credit card"

Things that I like about this ad - a fantastic use of the punch line and the word "transparent". The credit card itself is transparent, additionally hinting to the transparncy in the operations.

BTW: I was searching for the clipping on youtube, but didn't see it. Anyone has a link?

Party with Priyanka

2007-06-13T09:30:00.000-07:00

"Ek idea, badal de aap ki duniyaa"...

Idea has launched a campaign where 50 lucky winners will get a chance to party with Priyanka Chopra. Ad starts with Priyanka Chopra vacationing on a beach, then appears a young model holding her hand, then a whole bunch of guys follow this couple. Same thing repeats when Priyanka is drinking coconut water, same coconut is shared by 50 odd guys along with the actress. And the punch line says - "Partying with me, is a good idea", followed by the actual product - spice phone budled with Idea connection.

It might be a dream come true for many of the youngsters to meet Priyanka and spend time with her. But the real question is would anybody really want it to share with 50 other folks? And most importantly, how would Priyanka handle this big bunch of fans? Interesting, isn't it?

We have seen some similar offers - date with Hritik, Date with Kareena etc. The fair part with these offers was that there was supposed to be only one lucky person and not a group of 50 folks and hence a definitely attractive proposition. But what's so attractive about this ad? Just the Priyanka Chopra? After all may not be ...

watch the video at
http://www.youtube.com/watch?v=wF8u1uksZw4