What an Advertise-Meant?

my take on the latest Indian advertisements             

Hero Honda: 25 year celebration ad

with one comment

{Double click to view larger video}

Agency: Draftfcb + Ulka

Tagline: Dhak Dhak Go, Move with Hero Honda, Desh ki Dhadkan

Ad Message: Reinforce or showcase Hero Honda brand (on its 25 year completion)

Duration:180 seconds for complete ad, 60 seconds version mostly aired

First seen: September ‘08

Target Audience: Youth

Frequency: Very High

Description: The ‘star’ of this ad is Hrithik Roshan who manages to do all of the following in the next 3 minutes:

  • Jump off a helicopter riding a bike and land scratch-free on the top of a tall building
  • Break into a karaoke gig (Indian Idol style)
  • Lead a group of bikers
  • Unveil a bike in a dingy garage
  • Flex muscles
  • Practice kickboxing
  • Flex muscles again (not that I am complaining 😉 about this one)

Oh wait..there’s more – rest of the ad is a series of shots of biker groups randomly interjected with –

  • Priyanka Chopra
    1. Shaking a leg looking “fresh” out of the sets of Bluffmaster
    2. Delivering a couple of smashes on the tennis court (apparently Sania refused so they had to make-do with Priyanka)
    3. Carrying a pooja-thali dressed in a traditional Indian outfit with Diwali-esqe background
    4. Finally riding the scooty herself (how I miss her Manjeet act now! sigh!)
  • Irfan Pathan & Virendar Sehwag
    1. Randomly appearing to ensure cricketers don’t feel left out
  • Rajyavardhan Singh Rathore
    1. Managing to hit bulls-eye while riding a bike (maybe he should have tried that in this year’s Olympics for better results…OK, I am just being nasty now)
  • Shots of small towns, fields, school children etc. etc.

[Caution: Strictly opinionated comments follow…OK, maybe this warning should have appeared l’il earlier :P]

So, there it is. If you haven’t already guessed – yes, this ad is a MESS. It desperately tries to make up for lack of creativity by hiding behind celebrities, sfx, grand locations & glamour but in the end fails sadly. In fact, the entire ad is an overkill – too many stars, too long, hell even too many punchlines (3 of them!). Only if it had a catchy background score to carry off the entire chutzpah, it might just have been worth Hrithik’s (sommer)-salt. What a waste.

Time for some objectivity now, here is a table rating this ad on various parameters:

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 2 30
Execution      
Storyline/Screenplay 10 2 20
Music/Jingle 10 3 30
Cinematography 5 7 35
Acting 5 5 25
Duration vs Impact 5 3 15
Cost vs Impact 5 3 15
Recall      
Brand Recall 10 4 40
Ad Memorability 5 2 10
Tagline 7.5 3 22.5
Product Association 5 5 25
Target Audience Connect 7.5 4 30
Entertainment  5 5 25
Claim 2.5 3 7.5
Emotional Appeal 2.5 1 2.5
Total 100   332.5

Weighted Average: 332.5/100 = 3.325 (on a scale of 10)

What’s your rating for this one –

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One Response

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  1. Good post.

    Pelagia

    November 10, 2008 at 10:20 pm


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