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"!

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.

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!!!

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.

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 !!!

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.

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 !