Wednesday, December 30, 2009

Smart 4 Smart

Ad By: Thoughtshop

Smartest acts Smarter to sell Smart Chips !

The world is getting conscious about healthier food, companies are getting conscious about their product offerings in multiplying competition, advertising agencies are getting conscious about their ideas with oceans turning blue (or call it blue ocean strategy simply) with more creative minds shaping their views now. Probably all this consciousness led to Smart Chips endorsed by Aamir Khan.

Parle has been in market of snacks since ages and practically all Indians know the brand for its "Feel good" snacks. There is no doubt about the brand recall when we talk about Parle. But equally undenied fact is that brand recalls the brand image of being a "feel good" snack. Today, every consumer is wanting a snack which is feel good as well as "do good". That do good factor is obtained from healthy diet food with which Parle had never been associated in past. So when they try to meet this customer need of "do and feel good" snack they need to make sure that they convey this in their communications to consumer. Taking Aamir for endorsement of such product is definitely a well thought idea. He is an icon who is called perfectionist, who is known for his smartness in whatever he indulges himself into so definitely he is right choice to talk about "Smart" product. However, right resources can do no good unless right concept binds it together. Aamir is a thinker and not an action man who would be expected to jump off the buildings, run over streets, dive into cars. He rather looks funny and bit awkward in noticing people and handing over them hugely sized T-shirts saying "You will need it".

The product and advertisement would have been more convincing if it informed people that "Smart Chips" are not only healthy but also tasty. It would have been more pleasing to see if Aamir's jumps weren't there. It would have hit more masses if along with hugely sized Ts, few smaller sized Ts were given to obese people along with Smart Chips. After all cannot ignore the fact that we might offend some part of that mass with T-shirts of that size.

Just the name is not enough to be called "Smart"!

Saturday, November 7, 2009

Lux Abhi Ash

Ad By: JWT

Couple Double Trouble !

Hindustan Unilever has been doing everything possible for their brand Lux. From varying endorsements of Shah Rukh n Aishwarya to varying product features, every trick has been picked but how much it has paid. How much it has helped to double the sales. This time, HUL has come with a new variant of Lux which consists of beauty oils for soft skin like never before (Sounds like a product every girl would fall for). For such a special product, the communication to audience be striking enough that they wouldnt have slightest doubt about buying it. JWT already had powerful name associated with Lux brand called Aishwarya Rai that is now Aishwarya Rai Bachchan. When the name has added value, JWT made best out of it by adding its value to Lux. Mr. Abhishek Bachchan got invitation to join her gorgeous wife for selling Lux.
If the ad is just heard and not seen, its amusing. Its interesting to sing along and it takes attention that even if you are engrossed somewhere you would definitely lift your eye lashes to look at the video of this audio. But when the screen shows beautiful Aishwarya in her bath tub using beauty oil Lux soap and then moving to her husband who is engrossed in his newspaper, its so predictable that she would take his attention with that frangrance. Pitching about beauty oil in soap and seducing husband with frangrance is bit contradictory. The USP of product is misplaced or just missing. And its amazing to see that Aishwarya is needing Lux to take Mr. Bachchans attention. She plays around, enjoys the feeling that she is beautiful with Lux but then how did Abhishek got onto the maid passing by ignoring her frangrance, softness and ignoring even the size.
The concept is very much mundane and very much predictable. Just taking big brand names doesnt give liberty to ignore the concept. Though the good music is able to take attention but the expectations fall under ground looking at the video in which Aishwaryas natural beauty is also missing along with Abhisheks attitude.
The couple is not able to double the sales or attention but troubles the mind with lousy concept.

Wednesday, August 26, 2009

Dil Titli Ad Mystry

Ad By: JWT

Advertisement has got everything but the product !

It starts like a filmy story where little girl and little guy are friends and they exchange gifts in childhood. So little hero of this movie gifts her little love a butterfly neck piece (Titli comes to play its role). And a quick sudden twist in story- family of little guy shifts to some other place in their "DAV" registered car. In a second, guy is grown up, Saif and he is in search of his lost childhood friend with her childhood picture. So people with this kind of mind are buyers of Airtel Digital TV. The little girl with a hair band on her head is also grown up into Sarah now but she still follows same hair style and the girl of this time who changes her accessory more than her clothes is still wearing that butterfly neck piece (Dil is indeed titli). Saif is tired of roaming around streets and getting stuck in traffic where he exchange signs with few people on road (including Sarah wearing same butterfly). Finally with all hopes lost, he returns and switches on his Airtel Digital TV. He is amazed to see that the girl whom he met in traffic was the same childhood friend. Airtel Digital TV gave such a clear picture that he could clearly see the neckpiece on the girl. Interesting that such clear picture is given but it is more interesting that journalist shooting that scene focussed on exaclty what Saif wanted to see. Any decent television where the picture is so centered and focused would definitely give desired results. The differenticating point would have come across if the girl was in background and was in a mob where it was difficult to locate her but Airtel Digital TV made everything so crisp that even minute details are big. The ad has been tried to give an interesting turn like in typical hindi movies by introducing Kareena. When Saif reaches to meet Sarah, he come across Kareena and suddenly all his desire change and he goes for Kareena. Again ! Interesting people are shown as users of Airtel Digital TV. Only if product loyalty was also well considered. Saif and Kareena are the most talked about bollywood couple today and Airtel has made the best out of given opportunity by giving people a gossip they like.

The ad definitely has a interesting, romantic, humorous, delightful concept. But somewhere the purpose of advertsing has completely changed now. The ad is meant for a product but now advertising agencies focus more on the aspect that how can they make their ad more talked about. Same is followed here where the buzz is definitely created by Saif and Kareena. Even more buzz is created by the beautiful butterfly music (Dil Titli) which is sung by Atif Aslam. His music has highlighted the ad much more. There are many ads where product and ad show a mismatch but still they leave a positive impact. Here, product is very strong and the ad is even stronger but still it leaves a mixed impact. A stong concept, strong actors, strong product have even stronger responsibilty on them. They cannot afford to miss on minute details. But still, kudos to JWT and Airtel the way they have taken audience attention.

Buzz is all that matters!!!

Monday, August 17, 2009

Dirty Champion !

Ad By: Lowe
Kids- champion for dirt ! Surf Excel- champion for removing that Dirt !

Unilever has always made a difference, atleast with Surf Excel. The previous ad when little boy fights with mud for his little sister left everyone with wide mouth open. That ad suddenly brought a element of liking for dirt. In India, kids playing is not confined to closed rooms or to sophisticated playing areas. Rather, these are the kids for whom every place and every thing is big sport! So they are the biggest logistics company that handles and transports dirt from world to home. The ladies of Indian homes specifically the mothers personally look after cleaning of clothes especially of their children. So when kids come back home after tiring fun carrying every possible strain on their clothes, the instant reaction of every mother is scolding them looking at difficult strains that she would have to get rid of. Thats a never ending process that once or many times happen in every Indian household. So what can be a better way for a detergent company to connect with the actors of this daily play, the mother and the kid. Surf Excel has rightly registered with audience "Daag Ache Hai !". The way they portray this message is amazingly beautiful and the cute act of kids never miss out bringing smiles on the viewers face.

Following the same concept of "Daag Ache Hai !", Unilever brings in the new ad where again kid make every generation look upto them saying that kids would always be cute champions! The ad starts with a notorious kid in school who is having best of his times in absence of his class teacher. He is having fun alone doing mischevious acts and making wierd noises but midst of all this he still enquires about his teacher that where is she missing. Thats the element in kids that they don't show emotions but definitely take them along inside. He discovers that dog of class teacher (Rosy Miss) has died. School timings get over and he reaches Rosy Miss home doing all notorious kid acts on his way. Looking at Rosy Miss, he felt that she is badly missing her dog and so he gears up to cheer her up. He barks, he runs, he lies down, he sits, he plays, he throws ball like the dog. Without thinking of hurting himself or getting his clothes dirty, he is having such joy in acting like Rosy Miss dog just to make her smile for once. That is what shows the innocence of kids and the emotional attachment they possess.

The ad certainly makes the audience smile and again the brand is registered in minds of viewers along with the punchline "Daag Ache Hai !". Surf Excel has been a brand of excellence and it has never lived short as far its product characteristics are concerned. The brand awareness is maintained at its peak by maintaining this consistent brand image. Today, whenever anyone sees Surf Excel, they cannot miss recalling "Daag Ache Hai !" for once.

Surf Excel is indeed champions by communicating through all time champions- kids.

Tuesday, July 14, 2009

Please Help ! -5 Star

Ad By: Ogilvy & Mather

Chocolate is about sadness and happiness. 5 Star didn't miss either of them in their new ad campaign. 5 star is the second biggest brand in chocolates from Cadbury lagging behind just Dairy Milk. The brand has always been loved by all chocolate lovers because of its taste and is well recognised by its Golden pack since 1969. The marketers for 5 star never had to bother about the sales figure of the product as it is well accepted in the market and is considered as premium chocolate by middle class youth consumers for whom the price is slightly more when looked at the quantity offered. So, the communication made to the consumer of 5 Star is not to sell it but to maintain its brand image.
The ad very wells takes attention of the audience in this new ad. A young guy sits to relax in a park with his 5 Star chocolate. He seems to be all set to get lost in his own world. Somewhere it shows that how a person feels relaxed when he takes a chocolate. Thats what chocolates are known for. Giving a good feel when tired mentally/ emotionally or anyhow. Next it moves to a thief who is obesrving this guy and very well knows that once he takes 5 star he would be lost in other world and won't know when things with him would be moved off. He is shown as taking advantage of 5 Star consumer who loses his senses. But a subtle humour is added when other thief comes up pointing that a thief should not leave his moral values. He explains to his colleague that we should understand the condition of 5 star consumer and should not take advantage of a helpless person. It says- Be a responsible citizen and help 5 star consumer. Interesting ! Humorous ! And somewhere also leaves a tinch of social responsibility that help others. In a very distinctive manner, they have explained about high taste of 5 Star. This is to pitch in the positivity of product by a negative portray.

Seriousness of humour well showcased !!!

Sunday, July 12, 2009

Salary Dependent Chocolate

Ad By: Ogilvy & Mather

Is it about the happiness of getting pay or the pay itself?

Cadbury has always maintained in their communications to its customers that this chocolate is a company in every event of happiness. Sounds something like Coca Cola. But still the way two showcase the similar theme leaves a different image in minds of consumers. The new campaign from Cadbury also tries to speak on same lines which says that 1st day of month is Pay Day for working person in India and it is a day when every one is happy. So this day when everyone is happy, they celebrate it with Cadbury Chocolate. Till the point, the intention is to show that its the moment of happiness thats why cadbury is present there, the ad seems to be ok. But that sole intention doesnt come across ad so clearly.

The advertisement starts with a boring traditional office setup where a middle class man is working and his boss comes congratulating him for getting his pay on Day 1 of the month. The man is very happy and he is singing dancing with the earned cash in his hand. He keeps singing that he is happy but with that he also keeps flaunting the money he has just got. During that celebration only, he hands over a chocolate to his kid. Certainly it shows that Cadbury is present when he is happy but also it gives an impression that its his salary that he has just got with which now he is able to afford buying chocolate for the kid. If they wanted to show happiness and cadbury then they could have shown that as soon as he gets his salary he distributes cadbury to whole office as he is sharing his happiness. Just giving to the kid on Day 1 with salary hints more towards his affordability. Moving forward in the ad, it shows wife is waiting for husband to come back home in time so that they can go for movie. Again, how does it show that the family- husband and wife love having cadbury at this moment of happiness.

The execution of the ad is interesting and different giving it a look of 50s and similar kind of song in background. Also, it perfectly conveys that in India, for a middle class family, 1st day of the month when they get their salary is a very important moment of happiness. Thus, although the ad successfully conveys that Day 1 is moment of happiness for everyone but somewhere it also gives a feeling that its more about affordability. Besides that, it is correct to maintain a consistency in brand image by saying it is a company in moments of happiness but it is known that chocolates are best to move out from sadness. So may be Cadbury can show turning a sad moment into happy moment for someone. Also, this particular ad restricts the target segment for Cadbury chocolates. According to ad, it is for middle class working professional who gets their salary at regular intervals. Interesting ad but something missing is making it confusing.

Chocolate is for everytime & everyone.

Tuesday, July 7, 2009

Talk + Walk = What an IDEA SirJi !

Ad By: Lowe

An IDEA can indeed change your life. For Good or for Bad, depends on self.

There are so many cellular connections in market today that leave aside chosing one, people carry more than one connection in their more than one pockets now. Amidst so many new entrants coming with so many new offers and packages, there are few who have reached consumers mind and have now taken permanent residency there. IDEA is one amongst those few. Their customers know them and they know their customers even better. So now after such a long stay in market they dont have to tell their customers IDEA's competency in terms of cellular connections. Rather, if after such a long tenure in the industry they speak about their expertises in their services then they are themselves ruining their image by competing with new comers. So now they are at a position when they just have to remind the audience that "An Idea can change ur life". Thats exactly what they are doing in this ad- Walk when you Talk !

Amongst so many issues to worry, one hugely discussed is that technology has ruined health of human today. So many times, we hear elders saying that in their times, everything was self done and now this technology has made everyone its slave. The ad starts with same note of worry. But then an IDEA clicks to Doctor (Not just the Doctor but Abhishek Bachchan) that who says you need to stay still and talk. The company shows social responsibility by acting upon a social concern. Giving an idea which actually makes so much of sense that you can walk while you talk so that adds to some exercising. The ad is very thoughtful and besides putting the thought creatively, the concept covers everything starting from stating the problem, giving a solution and then showing the results. Moreover, IDEA stays with what they always say "Ek IDEA jo budalde aapki duniya".

When something is good for someone then there is definitely someone who think bad about it. When IDEA says walk when you talk, there are few who says that it can lead to accidents and thus a cellular company should act responsible by not giving such kind of messages. The stated concern is true as we have few examples also about same. 2 years back a film director of Bengali films got killed while shooting at a Railway station, because he was walking while talking animatedly on his mobile and unmindfully started walking between the tracks. He collided head on with an oncoming local train. But then, we should understand that in every aspect of life risk is inevitable. It is our thinking and understanding that how maturely we take suggestions. The idea is to walk and talk but not to walk with closed eyes. For that matter, so many people jog on roads with their ipods earphones plugged in. If accident is the concern then such products should be taken off from the market. Thus, the concern is worth giving a thought but the thought should be moulded with self maturity.

IDEA just gives idea, its on self how to change life with it !

Thursday, June 25, 2009

Openin Happiness in Library

Ad By: Wieden + Kennedy

Place cannot bar happiness !!!

Coke believes that no reason can also be some reason to open happiness. From new bike in locality to senior citizens playing carom, anything can become a happy moment when Coke is accompanied with it. And now this time it is Library. The most unexpected place that can be turned into a happy place. But Coke seems to have no bars. The ad starts from a library (ends also at library) where everyone has their eyes in books lying in front of them, reading thru those boring books with a pen/pencil running from home to end. The obvious expression of boredom on face of guy and girl who are sitting across the table and supposedly reading their books. The guy looks around and tries to break the silence dipped in boredom with the girl. He starts by sketching a guy on his hand that waves a hi to girl. The thought thats obvious in everyones mind when viewing this is that guy is trying to hit on girl and just acting smart to impress her. The reply expected from girl is that she puts him off showing her smartness more than him. But No !!! She replies back with same difference. Another sketch, this time on her hand and in a more smarter way. The conversation is on with sketches on hands taking it along. Interestingly they take the story further with hands full in swing. Now enough of conversation and its time that they get along in some way. How can Coke be missed out when its about happiness. Happiness of two people getting closer. Guy amazingly draws a coke bottle on his hand. To which girl replies with Glass getting filled with Ice (Has to be "Thanda" Coca Cola). The girl gestures a yes by turning her glass towards coke on guys hand. Guy smartly opens the bottle and in the library, both bring their hands together so that coke gets in the girls glass. Wow!!! Cool, interesting, youthful though i also feel slightly kiddish but fun idea.
Only if they could also show that guy was also interested in the Coke and was not just interested in hitting on to girl then that would have been like "The Coke Effect". Or when the camera zooms out, showing other people sitting in the library, that time other people can be shown as bringing their hands also towards that guy. But still, Coke has always been interesting in their ideas and executions. Earlier ads has been on lines that how simple small things of life are important and are worth making moments of happiness. This time its about any place can be turned into stage to open happiness. Creative for sure. Coke maintains its image in the entire tenure.

Coke opens when happiness is already open !!!

Wednesday, June 24, 2009

Dent = Happy

Ad By: McCann Erickson

HAPPY DENT...Justifies the name everywhere. Indeed !!!
Leaving behind such a "dent" in heads of audience that they just cannot escape noticing it. Its noticed in such a way that anyone wonders how do they think so simple yet so big. Always leaving behind a "happy" feeling.
The previous ad from Perfetti for Happy Dent which was also said to be the Best Advertisement is still so fresh in minds of audience that today also you can find it in any discussion about advertisements. Kudos to brilliance n creativity, they didnt choose to play safe and stay with an acknowledged successful campaign. Rather before it washes out from heads, they have new concept to cover the earlier dents. Again, the idea is so simple about a jungle and a village which starts on such a simple base that you are perplexed to see the way it concludes. A transport vehicle of Happy Dent broken down in a jungle and few elephants passing from there crushing them all. Day sets and like earlier days of Raja Maharaja (In previous Ad), Happy Dent again brings the brightness. They have never moved away from what they want to say. Any innumerable ways they have used to bring Happy Dent close to people but all they say is brightness lies within Happy Dent. Besides the superb execution of simple concept, the music in background compliments the entire picture. The video, the audio, the idea, the execution, the dent, the Happy feeling...makes it "The Ad".
The advertisement is definitely interesting but the best thing about it which is always there in Perfetti products ads is that they are equally interesting everytime they are seen. Surely, it is talked about, it is known around, what more is required to reach the consumer and get your product rolling.
When you win the race once, you are liked; when its repeated then you have to take onus of being champions. Happy Dent needs to meet the expectation of its viewer and consumer everytime now. Doesnt seem tough though !!!

Thursday, May 28, 2009

Mark never lets U c Dark !!!

Ad By: Lowe

A Marker can be a life saver. Thats what Camlin shows. The advertisement starts with such a sad set-up. The typical Indian village scene at time of some demise. A man on his death bed and the whole village is surrounding the house, the ladies start mourning, there is cry all over. The lady, the wife of man who just took his last breath is sitting besides the bed in state of shock with no expression. Other ladies start removing her bangles, all the jewellary she is wearing, everything that symbolizes a married lady. Supposedly she is a widow now so the vermillion mark is also supposed to be removed. Every lady tries but could not. Huh?? A surprise to the audience who is viewing it for the first time. And an irresistable laughter. Suddenly a sad situation takes a hilarious turn. Flash !!! Lady goes into memories when her husband as daily ritual has to put vermillion mark on her forehead but he used a Camlin permanent mark instead. Its an interesting way to show that how simple things bring smiles on our faces. The moment when he uses that marker was a moment of smiles which portrays their bond. And at the end when the marker could not be removed from her forehead, its amazingly shown that you just cant take it out of your life now, its permanently with you. The husband gets back to his life. Hilarious but touching, impractical but sensible, insignificant but important. The marker could actually bring smiles on everyones face, in everyones life. So a marker never lets you see darkness in life.
Not sure how much this ad encouraged consumers to purchase Camlin marker but surely the consumer mind is purchased. Simple things can make big differences.

Thursday, May 21, 2009

Decipher the Signal

Ad By: Ogilvy India

"Fanta Ka Signal Loud Bunking is Allowed". But what is the signal- Drink Fanta or Bunk? Fanta has always tried reaching the youth in some or the other manner. They have always spoken something which is a part of youth life. Today, this generation demands nothing more than their freedom. After all impatience is the new life. So they seek to get free from all liabilities. They don't want to waste their time in boring school/college, social family dinners, boring dates. They just want to skip all that and have their time out with friends. Youth knows it inside but don't express it verbally outside. They like this careless attitude inside but from outside they have to be part of every politically correct thing. So when Fanta tells them that its ok to bunk then they indeed hear it loud. They like listening to it. Although it doesn't matter to youth and they hardly await anyones consent for doing what they want to. Its not that they hear Fanta telling them this and so they follow it. Its just they feel "connected". And thats what all is required for making yourself heard in pool of advertisements.

Besides taking an interesting concept, Ogilvy has picked an interesting endorser. Every youth knows Genelia D'Souza today especially after her movie "Janne Tu Ya Janne Na". The movie was about life of youth and the advertisement also targets youth. She is known for her bubbly and chirpy character so that adds all the more life to concept. Thus, it portrays a fun filled life for youth. They say that the signal is about bunking and its not saying that drink Fanta. But the purpose is well sufficed. The ad is able to take space in minds of audience and thats enough for Fanta to keep the association.

So at the end Who cares whats the signal, just get heard !!!

Monday, April 20, 2009

Revenge Sells

Ad By: Rediffusion Y&R

Papaji's Love or Hatred
Bollywood and Cricket are 2 loves of India. Aamir Khan to bollywood and IPL to Cricket has given altogther different dimension. These are 2 craze of India which are kind of religiously followed. And the current time is the appropriate for both the passions to stay on peak. Its the time of much awaited IPL. Almost all channels in front of Indian Audience are tuned to same beat, the beat to see who beats whom in IPL this time. The youngs are enthusiastic about the match and youth is the major mass of country. Moreover, in household, youth are the ones who control the remotes of television besides women. But when its about matches, even women give up.

So Tata Sky chose the very right theme at very right time. The nation is getting crazy to watch IPL and Tata Sky tells them that watching Cricket with Tata Sky is experience to love. They say the picture quality offered is commendable. So who would not get attracted towards it when its told that here is a mean to watch your favorite sport better. The ad is made interesting with never seen before look of Aamir. He is known for his experimentation and here also he hasn't missed the chance. He is old, he is wacky, he is practical, he is revengeful, he is simply interesting in the ad. It says that Tata Sky has left youth with no concern for elders. The old man is furious and doesn't like the way Tata Sky is given more importance by his kid than to him. Shows that even elders know and agree that Tata Sky is synonymous with good picture quality. Smartly, put across that all age groups know the quality of product. The ending leaves the audience smiling showing notorious Aamir. Kid respectfully says "Papaji" and shares his sorrow of Tata Sky been stolen. The old Papaji gets a sense of Achievement. Nothing missing. Point well put across.

Tata Sky can make further sequence of the ad where Papaji also misses Tata Sky and IPL.
After all, Papaji cannot compete Tata Sky.

Sunday, April 19, 2009

I M patient BROAD band

Ad By: Rediffusion Y&R

Impatient to get more Impatient

The youth !!! The word in itself gives a sense of impatience. Generation is excited, learned, vibrant. Generation is impatient. It carries an attitude that they know it all and if they dont know it then they are eager to know it all. For them, it was once said which today holds true that "Time is Money". Guess, they are the ones who best understand the value in it. They cant leave their time on disposal of some technology which keeps them waiting.

The advertisement brings it on in a way as if they are blaming or abusing Youth for being Impatient. They can't wait for elevator to come, they can't wait for clock to hit correct time, they just can't wait. But for youth its what takes them ahead. Its their impatience which makes them move fast and reach their destiny before time. They agree that yes they are impatient and thats what brings shape to their life. Somehow negative always registers in mind and thats what Airtel is trying to do. Its kind of provoking but thats whats making it even more interesting. The fast ad runs around technology and takes a pause at "Impatience". The target segment well receives the message. There are around 11 Million internet connections in India of which 5 Million are in household. Also, almost half of 81 Million users of internet in India are below age of 25 Years. And thats THE YOUTH. Airtel has hit the major segment in a major way. They are fast seeking fast speed in every aspect to have a fast and new style of life. Airtel offers youth what they want and rather youth is encouraged to be what he actually is expected to be.

Impatience is surely making Life of Youth New !!!

Friday, April 17, 2009

Cannot for Can

By: Dharma Productions

Actors Act for Action

News surround the world and today there is hardly any news left which is either not about bollywood or not reacted over by bollywood. Good or Bad, Happy or Sad, Old or New, if its from Bollywood, its heard, its seen, its interesting !!! Bollywood knows its power today and what role they play in minds and hearts of India. They know if they say something to their audience, it would interest them, it would take their attention and thats what they have taken advantage of.

General Elections 2009 are near and country is bombarded with Political parties talks. Its said that too much of anything is bad and thats what happens when citizens hear so much from parties that they instead of making a decision or choice, they get ignorant towards it leading to few votes, fewer decision makers for country. Later not only these few decision makers but the whole country get united that time to crticize the chosen choice. Thats where unity is seen- country saying "kuch nahi ho sakta iss desh ka" (Nothing can be done). Thats true and thats what this ad reminds the country that Yes!! Nothing can be done for this country. Truth is a pinch. Ad says the truth. Ad is giving a pinch. People relate to it because somewhere sometime somehow they themselves have said this - Nothing can be done - CANNOT !!!Words are striking.

When striking words come from bollywood young actors then they are even more heard. Young generation is considered more mature today, more exposed to reality of world so when youth says something then the worth in itself is given. Karan Johar brings along Abhishek Bachchan, Priyanka Chopra, Shahid Kapoor, Sonam Kapoor, Farhan Akhtar, Reteish Deshmukh, Deepika Padukone, Ranbir Kapoor, Kareena Kapoor, Imraan Khan and Asin pointing fingers towards nation saying that what they say cannot be changed can only be changed by YOU. Young actors hit everyone that Cannot be changed into Can by themselves only.

Although the actors which talk in ad have no background which gives their audience the confidence that what they say must be true and sane but still its Young Bollywood. The speakers may not be so convincing but what they speak and how they speak through their fingers raised is definitely convincing. The message is well conveyed and understood to masses. An ending with few seniors backing their words would have convinced the unconvinced.

Fingers turn negative into positive!!!

Thursday, April 16, 2009

Dhoni Browse AIR wid CEL

Ad By: Dentsu
Journey from Region to Nation

Telecom industry is one industry which in a way does not need any target segment. It has left no age, no gender, no income group, no profession, no location untocuhed. It would not be an over statement saying that mobile connection spreads like water today. And for something like water, any source is taken. Likewise, consumers have so many options today for mobile connection that they are kings to choose any at anytime. In such tough competition, telecom players need to be very particular in what they offer and what they market.

Aircel, a leader from South forays into market of North and West region. While moving from one region to show their presence in whole Nation, that too in regions where players like Airtel, Vodafone, Idea already dominate, Aircel has taken a big challenge to make people talk their language. They have not let any channel untouched. From social networking sites like Facebook to TV commercials to Banners to all kind of Print Ads everywhere Dhoni is seen browsing on his cell. But what do they wish to communicate? Aircel is about networking, browsing or connectivity. The impression that is left after seeing Dhoni talk about Aircel is that Aircel keeps you going in any situation. Aircel aptly takes Dhoni for endorsing their brand because its time of IPL and who can be better to express success of moving from region to Nation. But as a consumer, when he takes a mobile connection, there has to be some connection that he needs to feel with the brand which would drive him to buy it. Aircel shows that when you are stuck in midst of some problem, then their connection offers you solution for everything by browsing through. But does that strike to masses. Do mass market of India connect to this concept of browsing. For major segment of India, mobile connection is about talking and connecting but Aircel does not talk about it. Although there is no corner where we don't see Dhoni with his Aircel but everywhere he is engrossed in browsing not talking or connecting.

There is a slight gap which Aircel needs to fill in with which they can reach masses. Aircel is known in South, why not use the success story for other region of India. Indian Consumer is happy to talk, why not show them that Aircel makes you talk, talk and talk with additional talk by connecting in many ways through browsing.
So share the region with nation !!!

Wednesday, April 15, 2009

Save Save Save !!!

Ad by: JWT (James Walter Thompson)

Yet Another gyan or some real substance ???

Who doesn't know saving is all about gaining. But still how many of us follow what we are told or what we already know. Global Warming, Conserve Energy, Depleting Resources are words which are always around these days and expect us to react. All generations today are proactive and understand their responsibility but still all encouraging words from all sources don't last long. We understand ! We React ! We forget ! But the seriousness of issue doesn't deplete anyhow.

In midst of economic downturn, when everyone is trying to save on money, the video advertisement for Save Fuel in a very light mood and striking mode says that how easy it is to save upto 20 percent of money. The idea is not to save money but to save energy. The consumer behavior is changing in today's scenario of economic downturn and in any way he wish to save money. The ad introduces very right message at even more right time. Also, it is noticed that children play a very significant role in making decisions in families now. Parents themselves take pride in taking sane suggestions from their kids. The ad uses the right attribute of lesson from kids in a very healthy manner. Very minute details have been taken into consideration which are conveyed by showing intelligence of kid. In burning hot weather outside, the father sips coffee inside with air conditioning of his car. Without car glasses down, kid sees the movement of things and understands that engine of other vehicle outside is on. Depicts the sharp acumen of kid with which he expresses his future plan to father. Father gets speechless. The striking thing is when ad appeals to spare some energy for kids also to waste and not waste everything by themselves. The lasting impression freezez inside with a smile. The ad leaves an impression and certainly message is retained by audience.

However, just to remove that last bubble from the vaccum space, the ad can be reinforced through Radio Announcements. Standing in traffic of India, when viewer himself experiences the situation that moment reinforcement of same words through radio would turn all engines off and would keep the smile on. Also, it is known that restarting engine frequently wastes more fuel which could be technically correct but the viewer should understand that actual message is not the technical aspect but the emotional aspect. If it would have been technical it wouldn't have been everlasting.

So its just not Save Save Save !!! but Save Smile Save Smile Save Smile !!!

Tuesday, April 14, 2009

Sabke Naino mein Nano

Ad by: Rediffusion Y&R

Buzz or Fuss !!!

Who in the world doesn't know about Nano right now. The lower end families have already in their minds decided the color of their Nano to which they are switching after their long time maintained 2-wheelers. The middle end families look forward to have luxury life of having more than one car in the family. The high end families don't have to think much before buying a gift for their grown up children now. Thanks to TATA Nano !!!

Its already there !!! The Brand Awareness is Already there !!!

So does TATA really need to penetrate into market through these Print Ads or through TV Commercials. The brand is already registered into minds of the consumer, now the endeavor remains to convert that into brand usage. The Print Ad here encourages to buy Nano so that one can fit his family into a small car. So is the highlighted point about car is that its Spacious?? Nano is known for the 4-wheels that a lower end person gets at an affordable price. So why to confuse a consumer. He is happy to get the talked about vehicle of country. He is not concerned if that vehicle is advertised in newspaper/magazine/ TV. Nano is a pride for every person of the country because it is a reason for smile of so many families. The smile which they get from the comfort and the luxury of a 4-wheeler. So why not let consumer stay happy with that feeling without confusing him with other features of the product about which he is probably not even concerned.

The buzz that TATA wants to create for Nano already exists. The buzz was created long back when the concept was introduced. To reinforce the Brand image, TATA can try rolling out few cars on the road. Road Shows and Test Rides are ways through which vehicle can be seen on road. Today, there cannot be a bigger enthusiasm than seeing Nano run everywhere on Roads.

So why not spread the word that Buzz which was created is worth it !!!

Sunday, April 12, 2009

Whats Written is Purchased

Whats WRITTEN is Read
Whats Read is Heard
Whats Heard is Thought
Whats Thought is Considered
Whats Considered is Chosen
Whats Chosen is PURCHASED

Thats the Power of Print Advertisement. If we can make a consumer read about us then we have won the half battle of taking his hand towards his wallet. The rest half is won by making him read what he wants to. If he reads what he desires then he is more than happy to empty his wallet and fil his pocket with our product. Thats the Power of Print Advertisement.