Back 4 ur Back

Ad By: DraftFCB Ulka

Jobs are back ! Show ur back to boss !

Who could miss the Naukri.com advertisement saying Jobs are back. The reason could be anything- victims of recession (Seriously !), the worst boss on earth, or just "Hari Sadu". The comeback of ad is huge than comeback of jobs. The first ad from Naukri.com came in 2006 when an employee assists his boss communicating his name by telling its full form. The ad was appropriately set across the very much reason for most of the people to leave their jobs. Majority of people want to quit their job because they find their boss to be  "Hitler" "Arrogant" "Rascal" "Idiot".

This time the ad comes back with same theme explaining how ruthless the boss is but more than that it brings along a celebration. The celebration of New year, to bid bye to recession and to celebrate that jobs are back. The ad was released first online and then was taken on television. This seems to be an interesting act as the audience and consumers for Naukri.com are precisely the online people so thats the most suitable medium to connect with them. Probably, earlier when Hari Sadu was launched, it was not noticed so much but when it comes back again, it makes further more hilarious and is further more noticed and further more talked. Whenever job portal is advertised, it is more of serious business and shows that how they help in our career path or to gain better salaries but unrealized fact is that an employee might just carry on with his job if he has a superb boss. There is hardly any employee who skips making fun of his boss. With example of Hari Sadu, might just be possible that now every boss is having varied full forms with their doors closed.

Its funny, its witty, its interesting, its registered, its definitely everything that "Hari Sadu" is not.

Jobs & Hari Sadu come back ! How unfortunate for Hari Sadu

Uncomplicate for Complicated

Ad By: JWT

Uncomplicate still carries Complicate along !

Insurance was always a significant product. Adevrtising was always an important channel to sell it. Competition in Insurances is new. Creativity in advertising these insurances is further new. There are so many insurance companies coming up with their marketing campaigns today that even unreached customers know about the product now. All these products have been trying to communicate the importance of insurance for a life and after. But the joint venture of Apollo Hospitals Group and Munich health called Apollo Munich Health Insurance (previously Apollo DKV Insurance) moved a step ahead by not introducing the product rather introducing its features.

The ad created by JWT is definitely not new as its a complete replication of global ad of Absolut Vodka also called Absolut Anthem. The concept and execution is not new but the idea is certainly new which says "Lets Uncomplicate". Health insurance products carry emotional responsibility to connect with people who can be consumers but all these people are afraid of complicated methods, papers, jargons used in the conduct. Hence, understanding that every person today knows the importance of product, Apollo Munich tries to take their fear out and tell them not to be afraid of all these formailites. They welcome consumers saying they are here to uncomplicate all the complications. It is indeed interesting to see the visual where kids are running around word "Blah Blah" n taking out wool leaving behind "Lah Lah" which is pleasant.

But, to whom Apollo Munich is taregetting as its customer is slightly confusing. If we broadly segment the Indian population into 2 categories of urban and rural then there is a big difference which cannot be matched using one campaign. The urban is educated, learnt and is comfortable with complicated formalities. Rather it would not be an exaggeration to say that more complicated you present duch a product to urban segment more seducing it is for them. So telling them "Lets uncomplicate" is not much required. But if rural segment is our target then just using the tagline "Lets uncomplicate" doesnt sort things for them. The way ad is presented in english talking about taking jargons out of words, bitter out of medicine, fear out of face, touble out of treatment, the rural audience would hardly understand the objective.

The idea to uncomplicate is nice, concept is not fresh, audience is not certain but inspite of all this, the effort is seen in giving a new face to a product like Health Insurance.

Uncomplicate to Uncomplicate!

Ageing is Living

Ad By: Ogilvy & Mather

Experience of Past & Dreams of Future !

SBI is possibly the oldest bank in India and when we think about times when concept of Bank was conceptualizing, State Bank of India stand among leaders. Today when there are many more banks than the number of zeros in ones account, SBI is still holding its position for its trust and long living relationship. It is one of those, who move ahead with time but stand strong with roots. With such brand image of a bank, offering a Life Insurance Plan is an endeavor that must come across as an emotional asset for a customer more than being a financial asset. This is precisely what the new ad is doing.

Every individual knows the value of Life Insurance in todays learned world but specifically in India, it becomes an emotional requirement than a practical decision. Definitely, such product is targetted for young people who are in run of starting and settling their lives. So, the ad aptly starts with a young couple driving in silence when they don't have words in between but still hold certain gestures that want to communicate something to each other. The lady turns on the music in try of changing the mood and probably to distract mind. Husband turns it off precisely to take the attention of his wife. On the way, certain things pass by. A nice car, an icecream kiosk, all on their journey on long road with rain acting as problem. But husband sings along and turns that problem into joy conveying to his wife that how all desires would be real tomorrow. The song says that when they would age, that time also they would love each other equally and husband adds on that the same fun, same luxury, same teasing would live life long. Its a beautiful gesture. Any viewer imagines himself there having similar life filled with joy. The purpose of ad is there on met as viewer has imagined himself there because it built into him the confidence. The confidence is building stone for turning that viewer into a customer.

The ad rightly targets at right audience, targetting even more rightly at sentimental value by showing dreams. The black and white picture acts even more enforcing which connects it with SBI all time documentary concept. Its a pleasing ad and thats all what matters in communication.

SBI is indeed experienced to know dreams of future.

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.