What an Advertise-Meant?

my take on the latest Indian advertisements             

Coca Cola (Coke) Diwali Celebration Jungle Boy Ad

with 5 comments

{Double click to view larger video}

Agency: McCann Erickson

Tagline: “Bula rahi hai life, paas jaake dekho; Dilon mein deep tum zara jalaa ke dekho”; little drops of joy

Duration: 60 seconds

First seen: October ’08

Ad Message: Coca-cola’s festive season campaign

Target Audience: Read comments below

Frequency: High

Description: A scruffy little jungle boy is comfortably perched atop his hammock in the middle of the jungle when he sees the firecrackers lighting up the sky overhead. Jungle Boy yells ‘yokangya’, touches a burnt rocket, splashes in a puddle and pouts at the cracker-lit sky again before spotting a red-and-white Coca-Cola truck standing in the middle of the road. He climbs the truck out of curiosity and before he knows it, he has reached the city landing in front of a neighborhood celebrating Diwali. A small girl from one of the families notices the Jungle Boy and calls attention towards him. A guy then offers the frightened J.B. a fuljhari only to frighten him further. Next, he offers him a bottle of Coca-Cola and gestures him to drink from the same. J.B. takes a nervous sip at first but ‘one sip is all it takes’…and he gulps it all down yelling the only word he uses to express every emotion ‘yokangya’ 😉 ! Voila! J.B. is now devoid of any hang-ups and freely dances and prances, manages a step or two of the walk-like-an-Egyptian fare and much merriment from everyone on the scene follows.

[Caution: Strictly opinionated comments follow]

The Good:

This is one of the first few ads on-air currently that make you feel the celebratory spirit of Diwali knocking on your doors. It has some fine-quality camera work and hummable music. And two things make sure you remember it as a Coca-Cola ad – use of the luxurious red-and-white painted coca-cola truck (even though real life versions usually look like this) and showcasing sip-of-the-cold-drink as the turning point or ice-breaking point in the ad.

The Bad:

As a whole, the idea itself leaves a lot to be desired, I for one could not relate at all with this ad and I wonder who the target audience for this ad is? Surely not many jungle boys are watching the tvc feeling ecstatic about their clan’s debut or is it that only jungle boys are yet oblivious of the magic of coca-cola (in which case it is not a very smart move to represent your potential new customers as a jungle boy).

Plus, the assumptions around which the story revolves are one-too-many – jungle boy living close to a place where Diwali is being celebrated (btw, it took him 10-12 years to get there;)), a ‘Coca-cola’ truck stranded in the middle of the road waiting for the boy to hop on, urban well-dressed strangers pretty eager to welcome a rather disheveled character?

Anyway, if I had to alter something in the current ad, I would at least add a last shot – the same road, the same jungle boy…but now intently waiting for the Coca-cola truck to show-up and when it does show-up, J.B. hops inside the truck (maybe places a crate of coke on his head) and dances with an expression of exhilaration on his face!

Bottomline: An ad that probably kids will enjoy (given the Mowgli like central character) and adults will frown-at, a lot of times in the coming weeks; but definitely out-of-sight and out-of-mind material.

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 4 60
Execution      
Storyline/Screenplay 10 5 50
Music/Jingle 10 7 70
Cinematography 5 7 35
Acting 5 7 35
Duration vs Impact 5 6 30
Cost vs Impact 5 7 35
Recall      
Brand Recall 10 7 70
Ad Memorability 5 1 5
Tagline 7.5 6 45
Product Association 5 7 35
Target Audience Connect 7.5 2 15
Entertainment 5 5 25
Claim 2.5 3 7.5
Emotional Appeal 2.5 1 2.5
Total 100   520

Weighted Average Rating: 520/100 = 5.2 (on a scale of 10)

How would you rate this ad –

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Written by AsMi

October 13, 2008 at 5:56 pm

5 Responses

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  1. Lol, I really enjoyed reading your comments! Keep it up 🙂

    [Thanks for the encouragement. -AsMi]

    Anonymous

    October 14, 2008 at 6:03 am

  2. Sequel-

    The Jungle Boy is taken in by the family and slowly with time he falls in love with the little girl who had spotted him. But girl’s father can’t accept their marriage and then J.B. realizes he was better off in the forest without any social relations. He leaves the home to return to the jungle, with his true love- COKE

    Yokangya!!!

    [Woohoo! I like this ending too 😉 AsMi]

    Vipul

    October 14, 2008 at 12:09 pm

  3. Thank you for good story. Very interesting:)

    sugali

    October 25, 2008 at 5:21 am

  4. well tell me about what they use song or molody in diwali ad…..i mean belong which movie song

    rahul

    November 6, 2008 at 10:03 am

  5. real good feedback on the ad given in previous posts :)..in fact the ad doesnt seem to be successful in connecting with the audience like me..previous coke ads also used to focus on a similar theme..happiness and celebration…(remember the aiswarya rai ad in which the entire mohalla comes out thanks to a coke bottle. Those ads depicted how a simple bottle of coke can bring joy in a simple locality or a mohalla where people like u and me existed.. targeting the exact audience who r gonna buy coke..this ad on the other ad, though focuses on the theme of celebrating and spreading happiness, doesnt depict a very realistic situation and ends up making a faint effort of connecting the jungle boy with coke..
    Finally the ad appears to be missing the audience it wanted to target

    An ordinary ad from the coke stable

    Aditya

    November 8, 2008 at 9:04 pm


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