What an Advertise-Meant?

my take on the latest Indian advertisements             

Max New York Life Insurance: ‘Karo Zyaada ka Iraada’ ad

with one comment

{Double click to view larger video}

Agency: Euro RSCG

Tagline: Karo Zyaada ka Iraada

Duration: 60 Seconds, 30 seconds version mostly aired

First seen: October ’08

Ad Message: Introduce new product offering (Unit Linked Child Plan), brand awareness

Target Audience: Middle & Upper-Middle income, 25 to 35 year age group

Frequency: High

Description: Starts with a toddler innocuously uttering the word daddy which (little did he know!) tosses his parents into a frenzy trying to get him to repeat more and more words after them. The baby manages just fine until the word ‘czechoslovakia’ catches the dad’s fancy and he desperately coaxes the baby to say that magic word. The baby just returns a hapless look and the dad has to console himself with the successful rendition of ‘banana’.

It is followed by a voiceover introducing Unit Linked Child Plan scheme by Max New York Life Insurance which ensures that your dreams needn’t grow smaller as your child grows bigger. So go ahead and aspire for more.

[Caution: Strictly opinionated comments follow]

This ad has several things that work in its favor: a strong idea woven in a simple, slice-of-life screenplay that is extremely effective, a cute kid, a cute dad (oh yes, he is too ;)) who just lights up the ad with his perky performance and a slogan that gels immaculately with not just the ad but also the product offering AND the umbrella brand (MAX = zyaada).

In fact, there is not a single thing I would like to change except (WHAT?? there has to be an ‘except’ ;)) for maybe having the parents pick up the baby or atleast go nearer to it as the ad progresses, given that they are almost wild with pride and joy and bla bla…

Also, ain’t it mandatory to read out the warning “Insurance is a subject matter of….” instead of just flashing it for a few moments at the end?

It’s a winner nonethless.

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 7.5 112.5
Execution      
Storyline/Screenplay 10 8 80
Music/Jingle 10 7 70
Cinematography 5 7.5 37.5
Acting 5 8 40
Duration vs Impact 5 7 35
Cost vs Impact 5 9 45
Recall      
Brand Recall 10 6 60
Ad Memorability 5 8 40
Tagline 7.5 8 60
Product Association 5 8.5 42.5
Target Audience Connect 7.5 8 60
Entertainment  5 8 40
Claim 2.5 6 15
Emotional Appeal 2.5 8 20
Total 100   757.5

Weighted Average: 757.5/100 = 7.575 (on a scale of 10)

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Written by AsMi

October 8, 2008 at 6:12 pm

One Response

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  1. The advt is good, but I think it may send wrong message to the audience. See the dearth of little cute kid, whats his fault, he simply uttered the word daddy and his daddy became overambitious asking for more. Czechoslovakia for a little kid..thats too much.
    I think of it as a performance pressure on kid created by parents. Constantly pressurizing the child to perform good in school, exams, competition .

    [I have to disagree somewhat. I felt that asking the kid to speak progressively difficult words might be a natural impulse displayed by the parents. Also, the fact that the dad gives up as soon as the kid only sputters in response to ‘czechoslovakia’ and proudly says “banana bola…” conveys that the dad is content with the current performance and is not pressurizing the kid. -AsMi]

    Harsh

    October 14, 2008 at 1:42 pm


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