What an Advertise-Meant?

my take on the latest Indian advertisements             

Union Bank of India: Little Girl, Tooth Ad

with 29 comments

{Double click to view larger video}

Agency: Mudra

Tagline: Kyunki aapke sapne sirf aapke nahi hote, Good people to bank with

Duration: 60 seconds

First seen: October ’08

Ad Message: Brand awareness, revive Union Bank’s image

Target Audience: 25 years+ middle income group having fixed income

Frequency: Medium

Description: Starts with a little girl in tears telling her brother about her broken tooth. The big brother cheers the kid sister by cooking up that they will bury the tooth and that will yield them a golden tooth in return. A number of shots of the girl collecting teeth from all places accessible follow – the school playground, her grandparents’ dentures, skeleton hung in a biology lab. Last shot shows the girl burying all the teeth and explaining her brother why she is doing this is “kyuni isse aapki racing car ke liye paise ban jaayenge”.

[Caution: Strictly opinionated comments follow]

This ad scores on two accounts – its emotional appeal and the masterfully crafted punchline. The idea that your dreams are not yours alone fits well with a banking organization and has been executed well in this ad. The casting is good and both the girl and her big bro play their part to the hilt, even though it is easy to mistake the guy to be her father if you miss the ‘bhaiya…mera daant..’ opening line.

It is the second ad in the Union Bank ‘Aapke sapne sirf aapke nahi hote’ series with the first one beautifully striking just the right chord with just the right audience. In that sense, this one does falter slightly as the ‘racing-car’ may not be justified as a common man’s ultimate dream and is somewhat reminiscent of the ta-ra-rum-pum plot. It also seems to be a tad lengthier than required.

And yeah, one more thing I would probably change is to show the brother cleaning a helmet or watching a grand prix or some such in the first shot (what’s with the airplane-ish toy?) so that the ad ends with a truly ‘Aaha’ feeling.

Overall, it still fares better than most of the others on air currently.

PS: Got to know from MudraGroup (Thanks!) that the name of the little girl featured in this ad is DIYA !!!

PPS: Ok, since there is a lot of curiosity about the little girl, here is some more information about her – her full name is Diya Sonecha, she is a Gujarati, was born on 15th May 2004 and played the part of Krishna Walia in TV soap Kasamh Se. Her wiki page is here and you can find some pics here and here.

My own decidedly Bad Attempts to capture her & her brother’s pics are B.A.1, B.A.2 & B.A.3.

And here goes the table:

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 7 105
Execution      
Storyline/Screenplay 10 7 70
Music/Jingle 10 6 60
Cinematography 5 7 35
Acting 5 8 40
Duration vs Impact 5 6 30
Cost vs Impact 5 9 45
Recall      
Brand Recall 10 7 70
Ad Memorability 5 7 35
Tagline 7.5 9 67.5
Product Association 5 7 35
Target Audience Connect 7.5 7 52.5
Entertainment 5 6 30
Claim 2.5 8 20
Emotional Appeal 2.5 8 20
Total 100 715

Weighted Average: 715/100 = 7.15 (on a scale of 10)

How do you rate this ad –

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29 Responses

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  1. what is the little girls name??

    [I am trying to find out, will let you know as soon as I do. – AsMi]

    [It’s now mentioned in the post. -AsMi]

    ram

    October 10, 2008 at 3:40 pm

  2. excellent .can u pl tell me the name of the cute gal.. She is very cute.. I want to hav some pictures of her. Hioe her best in her life.

    [Thanks Nilendu, I have written to Mudra folks to find out the girl’s name. I will keep you posted. – AsMi]

    nilendu

    October 11, 2008 at 1:43 pm

  3. Thanks for correcting me, uptil now I was thinking the boy as girl’s father ( a teenage father)..

    [Ha ha…well, the age difference is a bit hard to digest either ways. AsMi]

    Harsh

    October 14, 2008 at 6:52 am

  4. It’s such an amazing ad! I love the little girl, she’s SO VERY adorable, and I love the guy’s smile at the end… in fact I love watching this ad more bcoz of that smile and that lovely look on his face! What is his name?

    adriana

    October 16, 2008 at 7:43 pm

  5. thnkz a lot for tis ad!! actually i had to do a project for marketing subject.. basically about which is the favorite ad and y n stufs attached to it….tis was really helpful for me as i had only 1 day to do!!

    well….evn i had been thinking that the man is her father!!thnkz for correcting!!

    [Happy to help Juhi 🙂 AsMi]

    Juhi khuddose

    October 18, 2008 at 5:50 pm

  6. n yea not to forget the girl is really Adorable!

    Juhi khuddose

    October 18, 2008 at 5:51 pm

  7. thnx for the name 🙂

    ram

    October 20, 2008 at 5:00 pm

  8. can u get the photos if any?? please!!


    [Hi Ram, photo links are there in the post now 🙂 AsMi]

    ram

    October 20, 2008 at 5:16 pm

  9. Hi,

    Can any one get me the photo of the cute little girl.she is choooooooooooo cute.I love her.can any one pls get me the photo

    [Pradeep, I have added some links in the post where you can find the little girl’s photos. AsMi]

    Pradeep

    October 30, 2008 at 6:54 am

  10. hey thnx a lot 🙂

    ram

    October 31, 2008 at 6:32 am

  11. Hey thanks for the ad. love the guy. want to cast him for a film can u pls give me some details about him?? like his name and if possible his contact number???
    would be a great help!!
    thanks!

    Arundhati

    November 13, 2008 at 12:48 pm

  12. […] the all-too-familiar Airtel tune (yes, standing next to ARR is the cute little girl Diya Sonecha of sone-ka-daant-ad fame). And if Kareena is here, can Saif be far behind? He is seated at the guy’s sofa and urges […]

  13. Hi,

    Can any album get me the photo of the cute little girl.she is choooocute.I love her.can any one pls get me the photo<<<<<<<please

    brij

    November 16, 2008 at 11:35 am

  14. @brij: Hey, did you try the links in my post, they have a few photos of the little girl.

    AsMi

    November 18, 2008 at 12:36 pm

  15. @Arundhati: sorry, no clue about the guy’s name. You can try contacting Mudra, the ad agency behind this ad.

    AsMi

    November 18, 2008 at 12:38 pm

  16. Thankz a load for the information related to the ad… I was looking for the name of this little angel since a long time… From the time actually saw her in Kasamh Se… Thankz a load again :)… She’s an angel, a cutie pie doll…

    Auditi Ahsan

    November 25, 2008 at 11:29 am

  17. Girl’s name is Diya Sonecha

    Gurtar

    November 27, 2008 at 4:27 am

  18. HI

    I just love this add bcoz of the innocence of the sweet lil girl and bondage b/w daughter n father is awesome.. i’ll b very happy if u send me their pictures

    Suma

    December 6, 2008 at 8:36 am

  19. @Suma: You will find the links to their pics in my post. Also, the guy is actually shown as the little girl’s brother…not father like many believe 🙂

    AsMi

    December 9, 2008 at 12:16 pm

  20. guy’s name is ali fazal.. i guess

    Anonymous

    January 8, 2009 at 6:30 am

  21. guy’s name is ali fazal.. i guess

    romeo

    January 8, 2009 at 6:31 am

  22. whats name of male model (brother )

    sandesh

    January 8, 2009 at 7:17 am

  23. UBI is a useless bank, employees misbihavior, all are using core banking but they are chor banking

    anurag pandey

    February 6, 2009 at 1:06 pm

  24. Hi,

    Can any one get me the photo of the cute little SONE KA DAANT girl.she is sooooooooooooo cute.I love her.can any one pls get me the photo & name.

    Thanks.

    vinay

    February 9, 2009 at 1:48 pm

    • name is Diya Sonecha… u can get fotos on google images

      Abhi

      April 18, 2009 at 7:22 pm

  25. shinchan use to call me..
    “sone ka daant…”

    piyu

    priyanka joshi

    February 10, 2009 at 5:50 am

  26. one of the cutest gals in the whole world… 🙂 love her…

    Abhi

    April 18, 2009 at 7:22 pm

  27. thank all for letting me know about little information about this little wonder

    shahi

    May 1, 2009 at 10:06 am

  28. Can any one get me the photo of the cute little girl.she is choooooooooooo cute.I love her.can any one pls get me the photo

    gopikrishnan

    October 29, 2009 at 6:42 pm


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