What an Advertise-Meant?

my take on the latest Indian advertisements             

Sprite Xpress Ghoomo Ghumao Ad

with 26 comments

{Double click to view larger video}

Tagline: Ghoomo Ghumao

Agency: Ogilvy & Mather (O & M)

Duration: 60 seconds

First seen: October ’08

Ad Message: Introducing new 350 ml pack of Sprite Xpress (priced at Rs. 15)

Target Audience: 15-25 years young mobile Indian

Frequency: Medium

Description: Begins with a group of boys snatching away the lead character’s (played by Talha Jamshaid) bottle of Sprite and how with little help from a revolving door, a barbed fence, a stray dog and a mini-van, he not only takes back his bottle of Sprite but also makes sure the group gets a taste of their own medicine.

[Caution: Strictly opinionated comments follow]

Now I have to admit that when I first saw this ad, I was unimpressed and had written it off as yet another thumbs-upkurkure-xtreme-what-have-you inspired ad.  But after a couple of dekkos I am doing a volte-face (just like apna Jet airways CEO) and must say that even though the whole concept may not be earth-shatteringly new but it is a very intelligently shot ad with some crackerjack ‘action’ sequences. The background music is quite catchy and the lead guy’s good looks definitely are icing on the cake.

The tagline uses words ‘ghoomo’ and ‘ghumao’ to convey a feeling of mobility and quick-wit respectively – both synonymous with today’s youth.

Ok, now for what I would change – you see, the last shot shows the lead actor’s girlfriend (played by Sudeepa Singh) asking ‘kahan ghoom ke aa rahe ho?” and the guy replies “ghoom ke nahi, ghooma ke aa raha hoon” – ain’t this somewhat contradictory to the tagline “ghoomo ghumao”? Call me fussy but shouldn’t this be more apt– “ghoom ke hi nahi, ghooma ke bhi aa raha hoon”

All in all, quite watchable while it’s on air.

PS: Considering the popularity of this ad’s background music, I am posting the jingle in MP3 format, go ahead, click on the link below and enjoy!

Get MP3 here!!!
 

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 6 90
Execution     0
Storyline/Screenplay 10 7 70
Music/Jingle 10 8 80
Cinematography 5 8 40
Acting 5 7 35
Duration vs Impact 5 6 30
Cost vs Impact 5 7 35
Recall     0
Brand Recall 10 6 60
Ad Memorability 5 6 30
Tagline 7.5 7 52.5
Product Association 5 7 35
Target Audience Connect 7.5 8 60
Entertainment 5 7 35
Claim 2.5 5 12.5
Emotional Appeal 2.5 2 5
Total 100   670

 

Weighted Average Rating: 670/100 = 6.7 (on a scale of 10)

So, what is you rating?

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Written by AsMi

October 21, 2008 at 1:33 pm

26 Responses

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  1. Cool add..
    Somehow i got the message from the advt tagline “ghoomo ghumao”..
    i inferred from this tagline that khud bhi ghoomo and doosro ko bhi ghumao..so find it somewhat apt in context to the advertisment.

    [Thanks Harsh, always nice to read other interpretations too. AsMi]

    Harsh

    October 23, 2008 at 6:56 am

  2. great work man….really like ur analysis of ads…n whats good is that ur objective score in the end reflects the subjective acceptance of the ad! keep it up…i wud like to such work myself someday….make ads n analyse ads:)

    [Thanks for the kind words Yash, just trying to bring forth a common man’s views on something that every company spends millions of bucks on and bakes that cost into the product’s price. We should be getting our money’s worth, right? 😉 AsMi]

    Yash

    October 24, 2008 at 6:44 am

  3. hey!…nice work…i like the raw folk ishtlye of the BGM in this ad…u know where i can find the tune to download???

    [I don’t have a direct download link, but if you are really keen then (only between you & me :wink:) there are a lot of free utilities (Total Recorder) that let you download music that is playing via your youtube video etc. AsMi]

    mon

    October 30, 2008 at 7:37 am

  4. hmmm, still unimpressed… i guess there’s a bit of brand baggage involved (coming from a brand that says ‘bujhaye only pyaas, baki sab bakwaas’) … but very impressed with the blog 🙂

    [I agree, it’s a complete deviation from their previous campaigns. Glad you liked the blog though 🙂 AsMi]

    manuscrypts

    October 31, 2008 at 6:45 am

  5. I wanted the wordings of the song in this ad…. does anybody have it?

    animall

    November 5, 2008 at 11:08 am

  6. @animall: Here you go –

    Ayee ghooma ghooma ke ghum le, gadar macha ke dhoom dhoom re
    ghoomao ghoom ghoom -2
    Ayee din dahaade tu sikha de, do ki dooni teen tigaadi re
    ghoomao ghoom ghoom -2
    Hey hey sabko aade lagaake, dhor dagar bhulaa ke, din mein taare dikhake
    chhod pakad, dhar ke jakad, le uthake, de pecchadi re
    ghoomao ghoom ghoom -2
    Ghooma ghooma ke ghum le, gadar macha ke dhoom dhoom re
    ghoomao ghoom ghoom -2

    AsMi

    November 5, 2008 at 11:17 am

  7. can u pls send me the link for downloading the music of the ad.. very impressed with the music. thnx…

    Sam

    November 6, 2008 at 10:13 am

  8. Hey Sam, did you try clicking on the ‘Download File’ link in my post? Let me know if that doesn’t work for you.

    AsMi

    November 6, 2008 at 10:46 am

  9. Where can i download this video from??? I really love it… creativity at its very best. Actually I wanted to use at as my mobile video.

    Judhajit

    November 6, 2008 at 2:27 pm

  10. @Judhajit: Go to this site – http://www.techcrunch.com/get-youtube-movie/ and enter the youtube URL for this video. It will be downloaded in FLV format for you. Hope this helps.

    AsMi

    November 6, 2008 at 2:59 pm

  11. hey ASMI, SORRY …
    I have ADDED A LINK OF UR BLOG TO THE POST.

    I’ve added it in this manner.

    Credits: Asmi
    Link: https://advertisemeant.wordpress.com/2008/10/21/sprite-xpress-ghoomo-ghumao-ad/

    Worm

    November 6, 2008 at 6:11 pm

  12. HEY ASMI, THANKS.

    YA I’LL SURELY TRY DOING THAT AND WON’T FORGET TO MENTION UR BLOG LINK TOO.

    Keep posting reviews asmi,
    They SIMPLY ROCK \m/
    Take Care.

    Worm

    November 6, 2008 at 6:36 pm

  13. Who are the lead models in the AD? I mean the guy is cute… and so is the female… Names anyone?

    Shipli Mehra

    November 7, 2008 at 5:51 am

  14. @Shilpi: The girl’s name is Sudeepa Singh. You will find her short bio here and pics here.

    AsMi

    November 7, 2008 at 6:59 am

  15. hi guys !
    again an excellant one from o & m stable.
    if you want 320 kbps audio of this ad !! follow this.

    [audio src="http://rapidshare.com/files/161439484/sprite_Xpress__Trimmed_.mp3" /]

    and high quality video
    http://rapidshare.com/files/161440312/sprite_Xpress.wmv
    enjoy

    monocef

    November 7, 2008 at 9:17 am

  16. Thanks a ton Asmi!!! It really helped me a lot…. and thanks for posting the mp3 version of the song too….!!

    Judhajit

    November 7, 2008 at 1:39 pm

  17. whose the guy in the ad…..nebody has ne idea ???? do tell me !!!!!!!!!!!!!!!!!!!!!!!!!!!

    sneha

    November 9, 2008 at 4:14 pm

  18. @shilpi, sneha: the wait is over, the lead guy’s name has finally been revealed: Talha Jamshaid 🙂 You will find the link to his friendster profile in my post and the link to his facebook profile is here.

    AsMi

    November 10, 2008 at 11:02 am

  19. A good lift from the “Moi Thai” escape seqence. We need more of these action packed “Freerunning” and “Hip-Hop” adds targeting the younger buyers.

    Gamma Sharma

    November 10, 2008 at 7:05 pm

  20. @Gamma: I think you are referring to the Ong-Bak chase sequence. I agree that the scenes (esp. after 2:34 seconds in the video) look similar but they sure have given their own flavor to it.

    AsMi

    November 11, 2008 at 1:16 pm

  21. thnx AsMi !!!!!!!!!!! 🙂

    sneha

    November 16, 2008 at 5:23 am

  22. thanks for the wonderful jingles u give on ur site! 🙂 do u have the bingo latke-jhatke ad jingle? please post. thanks! 🙂

    dhempe

    December 7, 2008 at 7:00 pm

  23. Meh. You see my point about using MediaFire? The MP3 link is dead.

    PS – Good idea to keep files on MediaFire rather than WordPress account. IF someone sends a takedown notice for your blog, then you lose blog content. If you use MediaFire, then they send takedown to MediaFire. Less loss there.

    Ankur Banerjee

    February 26, 2009 at 9:43 pm

    • Ankur, now you have really scared me…into using MediaFire (I am really suspecting the presence of a few limited edition MediaFire tattoos in your closet ;)) Thanks for the tips, have used MF for replacing the dead link.

      Cheers!

      AsMi

      February 27, 2009 at 5:32 am

  24. Hey Guys this is Talha Jamshaid (lead actor) – Thanks Asmi for mentioning that the lead guy has “stunning good looks” – I have a fair idea that I’m a relatively ok looking guy who enjoys this kind of attention but pretends like he doesn’t – aw what to do life can be double sided sometimes. 😉 Do check out some other adverts I’ve done I’ll post a link of them here soon. 🙂 Till next time – Bye for now 😀

    Talha Jamshaid

    December 10, 2011 at 6:46 pm


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