What an Advertise-Meant?

my take on the latest Indian advertisements             

Moto Yuva A810 Sabko Bana Daalo Ad

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{Double click to view larger video}

Tagline: Sabko Bana Daalo

Agency: Ogilvy & Mather (O & M) [Need to confirm this one]

Duration: 45 seconds

First seen: October ’08

Ad Message: Introducing new product offering from Motorola, communicate product features

Target Audience: Young college going crowd (15 – 25 years age group)

Frequency: Medium

Description: A sharp-voiced professor’s lecture about the electromagnetic field in point-to-point communication is interrupted by a Nerdy Student (apparently the only one paying attention in the class). He cries out ‘Sir’ as if he is armed with a question only Mr. Einstein can answer, but only scratches his head and goes on to say ‘Ok, sir’. This is repeated a couple more times and by now even the ‘doing-everything-but-studying’ class is puzzled. The professor tries to carry on with the lecture patiently and even appreciates the N.S. with “Clever boy, he got it without explanation” (albeit little sarcastically). The N.S. finally gives a look of satisfaction and even stretches his hands with a victorious expression.

The last shot then shows that the N.S. had in fact been sketching the professor’s profile face and so had to interrupt him again and again for his preferred pose. The voice-over introduces Moto Yuva A810 handset’s draw and scribble, email and MMS features and ends with the ‘Sabko Bana Daalo’ tagline (a price tag of Rs 7499 is also flashed on the screen).

[Caution: Strictly opinionated comments follow]

This ad rides on the element that rarely goes wrong when used properly – humor. It has a simple yet strong idea with the surprise ending that never fails to bring a smile on your face.
It connects with the target audience bang-on considering that it’s a reasonably priced internet-ready touchscreen phone (that being the latest fad in mobile phones) well positioned for the Indian yuva-population. Rather it will be easy for most of the viewers to relate to the settings of this ad – I mean everyone who has been or is going to a school or college would be able to recount a boring lecture where doodling is the only respite 😉

Even the execution is brilliant – whether it’s the perfectly cast actors (the professor & the N.S.), the uninterested class’ background or the professor’s exceptional sketch in the end, all the elements culminate in an ad poised to help sell many A810s!

Trivia: The Professor is teaching ‘Derivation of the Paraxial Wave Equation’ as revealed by the opening line.

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 7 105
Execution      
Storyline/Screenplay 10 7 70
Music/Jingle 10 5 50
Cinematography 5 7 35
Acting 5 8 40
Duration vs Impact 5 7 35
Cost vs Impact 5 8 40
Recall      
Brand Recall 10 6 60
Ad Memorability 5 8 40
Tagline 7.5 6 45
Product Association 5 8 40
Target Audience Connect 7.5 8.5 63.75
Entertainment  5 7.5 37.5
Claim 2.5 8 20
Emotional Appeal 2.5 6 15
Total 100   696

Weighted Average Rating: 696/100 = 6.96 (on a scale of 10)

What rating would you choose for this one – 

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Written by AsMi

October 14, 2008 at 2:51 pm

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