What an Advertise-Meant?

my take on the latest Indian advertisements             

Reliance BIG TV: 32 Cinema Halls “Mere Paas Maa Hai” Ad

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{Double click to view larger video}

Tagline: Ho Toh Big Ho

Agency: Mudra

Duration: 60 seconds

First seen: October ’08

Ad Message: Introducing DTH TV service from Reliance, communicate product features (32 cinema halls)

Target Audience: 20+ Middle income group

Frequency: Medium

Description: A gang of miscreants tease an innocent looking guy by throwing at him the most-famous-question-asked-in-the-history-of-Bollywood which goes “Mere paas bangla hai, gaadi hai, property hai…tere paas kya hai?”. Innocent Guy goes into flashback recalling all the incidents since childhood where he had used the equally historic retort “mere paas maa hai” with the utmost gumption possible – fellow gully-cricketer asking “tere paas bat hai?”, pandit asking “beta maachis hai?”, traffic policeman inquiring “licen hai?” and even girlfriend proposing “main tumhaare bacchon ki maa banana chahti hoon?”.
And just when you thought that this childhood inspiration sure is here-to-stay, our I.G. comes up with a new reply (hoorah!!) that “he has 32 cinema halls”. The gang, now taken back with the unexpected twist in the tale, are not happy and insist “arre, mummy kyaain chhe?” But I.G. is not looking back now and informs that dear mommy is now at home watching TV and need not come to rescue at the drop of the hat 😉
Voice-over introduces Reliance Big TV and following information is displayed: Monthly subscription for Rs. 50, SMS BIGTV to 55454 and 32 cinema halls.

[Caution: Strictly opinionated comments follow]

The idea that an age-old iconic dialogue has stuck like a broken record in the mind of the central character because of the lack of movie-viewing ever since he was a kid and how BIG TV with its 32 cinema halls finally manages a break-through is nothing short of genius.

All the incidents are extremely well-scripted with cleverly intended puns and excellent use of colloquial language (“licen hai” and “cheeees nahi hai” get brownie points from me!). The cast also steps up to the plate and delivers flawlessly.

Moreover, I liked the attention paid to details (like the old fiat in the kid-with-the-bat shot, a child actor that actually resembles the grown-up I.G. etc. etc.) and the use of muted colors in this ad.

The only negative is that probably not all age groups would be able to appreciate the bizarre humor. I can already see a lot of Shashi Kapoor & Amitabh fans squirming at their favorite line being ripped apart left, right and center.

But the bottom-line remains: Innovation and humor at its best.

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 8.5 127.5
Execution      
Storyline/Screenplay 10 8 80
Music/Jingle 10 6 60
Cinematography 5 8 40
Acting 5 8 40
Duration vs Impact 5 6 30
Cost vs Impact 5 8 40
Recall      
Brand Recall 10 7 70
Ad Memorability 5 7 35
Tagline 7.5 8 60
Product Association 5 7 35
Target Audience Connect 7.5 7 52.5
Entertainment  5 9 45
Claim 2.5 8 20
Emotional Appeal 2.5 7 17.5
Total 100   753

Weighted Average Rating: 753/100 = 7.53 (on a scale of 10)

How would you rate this one –

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Written by AsMi

October 18, 2008 at 2:25 pm

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