Amul Body Warmer ‘Thandi’ Ad
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Tagline: Zindagi Rahe Garmagaram.
Agency: [Need to find out]
Duration: 40 seconds
First seen: November ‘08
Ad Message: Reinforce ‘Amul Body Warmer’ as the perfect solution to keep that nasty cold at bay
Target Audience: Middle income groups, all ages
Frequency: Medium
Description: This ad shows life before and after Amul Body Warmer, specifically for – a family posing for a photo, students in a class, actors enacting draupadi’s vastra-haran sequence, a pole dancer and her audience in the bar, all covered from head to toe with blankets. Enter Amul Body Warmer and we get to see all the scenes in full glory minus the shoddy blankets.
[Caution: Strictly opinionated comments follow]
Nothing special one would say after reading the description. But here’s the twist – the copywriting, the music and the rendition are simply too comical to let this ad go unnoticed. Sample this – ‘[hai hai thandi]…kambal mein fumble [hai hai thandi], ajab saa yehh dangal [hai hai thandi], revaarse hui sab history [hai hai thandi], biology or kameestry [hai hai thandi]. Amul Body Warmer – Zindagi Rahe Garmagaram. Khatam ho gaya taan-toon, paas mere toh aa tu [bye bye thandi], pyaare mohan jag gaye, dushman saare bhaag gaye [bye bye thandi], maan jaa ab to kisi ka ho le[bye bye thandi], body warmer bole [bye bye thandi]’
Utterly nonsensical lyrics but again, you just have to listen to it a couple of times before that quirky-drowsy voice becomes an amusing earworm. The idea that winters (shown by the exaggerated use of blankets) get in the way of living a ‘garmagaram zindagi’ for almost all age-groups and how Amul Body Warmer can restore normalcy is straightforward and powerfully conveyed. Also, the consistency in before and after scenes is commendable like the chipkoo auntie pouncing on the bechara guy in the family photo; and the vastra-haran scene deserves a special mention for being uproariously funny.
Only things I think could be improved were – more emphasis on the brand ‘Amul’ as it may end up being the ‘Thandiii’ ad rather than Amul Body Warmer ad (remember they have to sell more of the product ultimately). Second, it seems just a little longer than required and could have done with better editing. The flow of the story could also have been smoother as it is easy to assume that the ad ends when the ‘Zindagi Rahe Garmagaram’ tagline is spoken.
Not so ‘Thandiii!’ rating for this amusing piece!
And here is the MP3 for download.
| Weight | Rating | W * R | |
| Idea/Innovation/Creativity | 15 | 6.5 | 97.5 |
| Execution | |||
| Storyline/Screenplay | 10 | 5 | 50 |
| Music/Jingle | 10 | 8 | 80 |
| Cinematography | 5 | 6 | 30 |
| Acting | 5 | 6 | 30 |
| Duration vs Impact | 5 | 5 | 25 |
| Cost vs Impact | 5 | 7 | 35 |
| Recall | 0 | ||
| Brand Recall | 10 | 5 | 50 |
| Ad Memorability | 5 | 7 | 35 |
| Tagline | 7.5 | 5 | 37.5 |
| Product Association | 5 | 8 | 40 |
| Target Audience Connect | 7.5 | 7 | 52.5 |
| Entertainment | 5 | 7 | 35 |
| Claim | 2.5 | 7 | 17.5 |
| Emotional Appeal | 2.5 | 6 | 15 |
| Total | 100 | 630 |
Weighted Average Rating: 630/100 = 6.30 (on a scale of 10)
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While reading text I was apprehending high rating,but found that rating is just perfect.
I think Amul body warmer ad last winter was better or may be last winters were better.
JagMag
December 12, 2008 at 7:44 am
It is a hilarious ad… could not stop laughing… I have a sick sense of humor but still. I can feel the ‘earworm’ starting its effect.
Your analysis as always is good and the new widget is awesome
Vipul
December 15, 2008 at 11:54 pm
@Vipul: Happy that you liked the widget! Keep voting!
AsMi
December 16, 2008 at 11:00 am
u r trying to show the instant of Mahabharatha where Draupadi is willfully happy for her vastr haran and Mahabharatha being the religious epic and in a country like India u r trying to show this as a joke
being such a big company it doen’t seem good in hurting somebody’s relegious feelings
So i request u to remove that part from ur advertisement
I hope u can do it and expect the same
Thank u
Rajalaxmi Shetty
January 21, 2009 at 7:44 am
hi! my interest is in one of the winter wear ads starring Satish Kaushik(actor/director) aired few years back.
i want to know whether the commercial was of Amul Body Warmer or some other Brand? If it was not Amul please let me know which brand it was.
also please email to me the clip of that ad if possible!
Thanks
success11
January 26, 2009 at 2:41 pm