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 !!!

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 !!!

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.

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 !!!

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.

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 !!!

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!!!