Cadbury Dairy Milk – Nayi Dosti

I hope I’m not wrong to believe that this ad helped the lead actor land a role in Fukrey. I hope.

Moving on, I have always loved the ‘Shubh Arambh’ campaign. From the very first ad of a young boy and girl on the bus stop to the ‘Sunny mera kuch khatta khane ka mann kar raha hai’.

ME LIKEY –

They essentially show just 3 kinds of embarrassing relatives but mention 5 and we don’t even know what the last one did.

Weddings are not for the couple getting married, it’s a social gathering for other people to scout mates for themselves. I have two married-couples examples in my family who found each other at weddings.

A little flirting, the sparkle of eyes. The V/O mentions ‘the beginning of a new friendship’ and not ‘the beginning of a new couple’.

Such commercials make watching ads fun.

Ogilvy, how do you do it?

Kaun Banega Crorepati 2013 Campaign – ‘I did not know that’

Kaun Banega Crorepati 2013 Ad Campaign review

Kaun Banega Crorepati 2013 Ad Campaign review

The new Kaun Banega Crorepati campaign makes me ponder over my life.

Why do our close while yelling?

Why is ‘Ambulance’ written backwards?

Melody itni choclaty kyon hai?

so on and so forth.

The Prints

The print ads are more intriguing than the TV spots and I wished they’d given answers to these questions in their episodes. The ads don’t really make me think but they do a good job of making me feel like the dude in the meme. Haha. It’s almost like, “I know the answer.. wait.. wait.. it’s somewhere in my head, I know!”

The layout is clean with Amitabh Bachchan in hipster glasses. The original hipster being a hipster in 2013. Me likey.

One Suggestion – They should’ve added some other question because this was a Billboard ad and the first word is a little tough to synthesize in your mind. So it took me 3 trips on my scooter at speed 40 kmph to decipher the entire sentence. Something easier to read.

The TVCs


The thought is wonderful. The ad is funny and teaches the lesson that so many older people need to get. Kari’s Kudos!

As a whole, the campaign serves the purpose of not letting KBC fall into the category of a ‘BournVita Quiz Contest’ for Adults.

Choc On – Katrina Kaif in a meaningless double role


When I saw this ad for the first time, I thought I missed the first part so I didn’t get it. I  watched it a few more times, with all my concentration – I didn’t get it. I’ve been seeing this ad for over a year and… I still don’t get it.

Katrina Kaif walks into an empty house. Feathers fly and one touches her supple skin (I thought it was an ad for Veet)

Then Ms. Kaif walks further ahead as her pretty hair fly (I tell myself maybe this was Pantene)

She sits by the window and sees a 360 degree shot of her twin in a red hood and a fox dancing around trees (wait, WHAT?) while her hair was still flying (by this time I was convinced it’s Pantene)

Then Ms. Kaif goes, looks for her twin and finds her (even her hair is flying) and they both look at each other like they’re about to kiss. Then the Red Riding Kaif lifts her skirt cloth on the basket and reveals.. Choc on, it might help them have better sex, ummm. My bad, it wasn’t Pantene.

But, wait a minute! Ms. Kaif is still watching from the window (hair flying, remember that) and in the next shot, everyone except Red Riding Kaif is having the Choc On. The fox too, I’m assuming.

<Insert Typical Product Shot>

The End

I don’t know what to say about this ad anymore. The title plate is the most creative part about the video. If you see this a few more times, you will draw the conclusion that perhaps, they killed the fox and he’s one of the ingredients. Maybe the reason for the increased sex appeal it offers.

Very honestly, I’ve seen more Hajmola than I have seen Choc On in the market. If you, dear reader, understand this ad please drop in a comment and help with my misery.

– HOW THEY COULD HAVE DONE IT BETTER –

1. Investing in Product Packaging

The product looks bad. Sorry, I’m being blunt but yes. I am very Font person and bad fonts turn me off. They could have invested in a person who would have made a beautiful product instead of a beautiful person. Even thought of a better name, perhaps?

Take Golden Arcs for example. Beautiful. Even though they’ve used typical vectors (being a Photoshop geek, I spot such stuff quickly), it’s a very appealing package.

2. Product Availability

Like I’ve mentioned, I haven’t seen Choc On in any of the markets near me (and I live in Mumbai, where you get everything). So, work on that. Maybe if your product does taste good, people might forgive the sorry ad?

3.  Does the ad say anything about us?

I don’t see how three Katrina Kaifs and a fox tell anything about a chocolate bar.

– My Rating –

2/10

1 for Katrina and 1 for the forgotten fox.

Vodafone – Young at Heart

How does Ogilvy do it? I wanna know! I wanna be in there, sit through their brainstorming sessions and listen.  I want to know how they let these simple, beautiful ideas pass through their funnel.

Is Vodafone an exceptionally nice client? Do they let the Ogilvy have all the creative flow and not interrupt their process? Because their ZooZoos campaign was a risk, to be honest. For Vodafone to have believed in the concept, I give them kudos for that. I can imagine a mail from the client,

Hi Team,

Seems like a nice concept. But I don’t think ZooZoos is a good name. It does not go with the image of the brand. And to have ghost-like character might have a negative impact. On a brighter note, I think we’re on the right track. Get back with something more feasible.

Thanks,

Coming back to this ad. I love for more than just ‘for the young at heart’, I love it because it shows that youngsters accept the old man. That Raj takes Shumakar21 for parties and accepts his video chat requests during a game of Pool. That Mr. Shumakar, even though much technologically advanced than his peers, is scared of his wife and being seen in party pictures.

All in a minute’s time.

For me, a story is brilliant advertising. When it does not feel like someone is selling you something, anymore.

Are Celebrities More Effective in Ads or the Common Man?

As a part of my Internship with bmmbox, I had to write 25 articles related to Advertising and Media. This post is a part of it.

Making celebrities the brand ambassadors for various products is the most common and also the most debated aspect of advertising. While many argue that they are effective but it all mostly comes down to how good is your product and how well you market it.

Selecting a celeb to be the star of your ads and show them in place of a common person is the easiest way to advertise and should be a company’s last resort if they’re new on the market.

What celebrity brand endorsements pose –

Companies believe that a celeb, ‘connects with their product’ and ‘brings out the true message’. They think that people will relate to the product and the celebrity as one and will be motivated to purchase because such and such celebrity endorses it.

What celebrity endorsements actually are –

Well, sorry for bursting their bubble but they are wrong. In the fast paced 21st century, I don’t think anyone has the time to relate to celebrity endorsers and the endorsed product.

If I were asked, “why do you think Genelia and Imran were picked as ambassadors for Fanta & Coca cola?” I’d say, “Because Janey Tu… was a hit?” But the advertiser would give the reason such as, “They are youthful and bubbly just like our soft drinks”

Imran and Genelia are piece of cakes but I’d never compare them to a soft drink. One would rather say, “I don’t know them personally.”

On a more serious note, celebrity endorsements don’t have the benefit of trust. You see Shahrukh Khan advertising about Santro and other small cars but you see him on entertainment channels arriving in an SUV at a party. You see Aishwariya Rai & Katrina Kaif giving their beauty’s secret as Lux but on Fashion & Beauty forums, you see those naming international and expensive unheard-of products. Priyanka Chopra endorses Nokia but there’s hardly a tweet where you don’t see ‘via Blackberry’

With the outburst of media and people’s access to it, the world is 3-steps ahead than it was yesterday.

There is one example of a successful celebrity endorsing which is of Tiger Woods; having him in the ads gave Nike a profit of over $300 billion.

Common Man in Ads?

Cheerful McDonald’s ads, enthralling Tata Tea Jago Re Campaign, funny Vodafone Zoo Zoos, stylish and formal Raymond ads all seem to work well without celebrities.

Even though the actors are professional models but you don’t read about them and their personal lives splashed in newspapers and magazines. This gives them the closer feel of being the commoner, even if you do know them from other ads by their face.

Virgin Ads never had celebrities but always left a mark in our minds. From Tensing to the banned IPL ads, they don’t forget to tickle the funny bone. These ads are relatively less expensive and people like these ads more than ads with celebrities.

However, celebrity ads do have some advantages, a few being:

–          Media Coverage

–          Familiarity with Audience

–          Rural Area Advantage.

Although survey says that we’d rather see models than celebrities but it’s totally up to a company if they want a recognized face to their brand. Large Companies keep brand ambassadors to maintain their image but non-celebrity ads are worth the competition.

Advertising as a Catalyst towards Changing Trends

As a part of my Internship with bmmbox, I had to write 25 articles related to Advertising and Media. This post is a part of it.

 

One of the main aspects of Advertising is making the product a part of the consumer’s life. Hence, ad makers make it a point to create ads that are closer to reality. For instance, 1990s Horlicks ad shows a mother concerning about her child’s intelligence, she gives him Horlicks to keep his mind and body healthy. About a decade later, the same product shows its advertisement having a mother wanting to make her child an all-rounder, like it’s tag line goes- ‘Taller, Stronger and Sharper’.

Another instance would be of a cell phone. Old cell phones were advertised for their ‘unique’ ability to talk from anywhere in the world from your personal number. Today, calling and ‘paging’ come with a host of other feature. The cell phone is no longer about its efficiency for making calls. A recent ad by Pond’s Dreamflower Talcum Powder changes the most common rule of a boy asking a girl to leave her house.

What Advertising has done, is make it easier to track our ever changing lifestyle and our pursuit. Where we showed husbands and wives, we now show boyfriend and girlfriend and their new found love. Where we showed some small and unknowing way Advertising is running alongside changing the pattern of history. women seeking beauty, we now show women seeking success. In

Advertising is helping us realize this change we are going through. Ads about city people are making the rural people aware of the happening of a city. Ads about villages connect city dwellers to their roots. Movies are scripted with defined characters and stories, ads are more realistic in their approach. A common man has come to trust more from seeing ads than movies.

One thing we can relate his phenomenon of change to is a cycle. The contributor to effective advertising, Psychology, teaches us that humans learn from surrounding and imitate. Ad makers observe their surrounding and create an ad. These ads are aired and viewed by all people and over a period of time, they leave an impression on our mind, so deep that we don’t realize when we start imitating what we see and thus ad makers confirm the effectiveness of their ads which later unknowingly becomes a trend.

Change is not always bad. People refer to changing as ‘moving forward’ but sometimes it is wise to take a step back and take in all what is happening around. Sometimes, the best ads are the ones that take you back to your core persona (maybe I gave away the reason why ads having babies are so popular).

Advertising is a catalyst to changing trends, the one thing to be considered while knowing this is that it also plays a role in leading us to this change.