What an Advertise-Meant?

my take on the latest Indian advertisements             

Tata Sky Plus – Aamir Khan, Gul Panag Ad

with 7 comments

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Tagline: Isko Lagaa Daala to Life Aur Bhi Jhingalaala

Agency: O & M

Duration: 60 seconds

First seen: October ’08

Ad Message: Introducing new Personal Video Recorder (PVR) feature from Tata Sky Plus

Target Audience: Middle and higher income group households (25+ years)

Frequency: High

Description: Starts with a shot of sleepy Gul Panag (looking oh-so-adorable in her cropped haircut) waking up to Aamir’s “oye kumbhkaran, office nahi jaana kya”. In what follows, Aamir’s definitely in a mood to impress wifey-dear as bed-tea, breakfast, lunch tiffin, a refrigerator-check and an offer of picking up groceries are tossed at her one after the other.
Only when she picks up the newspaper in the evening (while Aamir enters dutifully carrying the entire ration) does she stumble upon her hubby’s secret mission – ‘India all set for finals today’. Gul now confronts Aamir (who tries hard to look ignorant about the match) and informs him that with Tata Sky Plus not only can she record her TV serial while Aamir enjoys his match but if need-be Aamir can also pause the match and it will start from where it was left off.
As soon as the futility of his charade dawns on Aamir, he returns to his impish self and promptly sends off Gul to prepare tea handing her the tea pot. Last shot shows Gul throwing pillows at him while Aamir desperately fights back with ‘Dekho pause karke bahut maaroonga’

[Caution: Strictly opinionated comments follow]

Ok, let me say it without mincing words – this is the best ad I have seen in recent times. The two advantages (record-and-pause) of the PVR feature of the Tata Sky Plus service have been perfectly depicted using a story that every, I repeat, every household can relate with (the fact that the cricket season is in full-swing right now does not harm at all).

Needless to say, Aamir simply rocks with his DCHRDB-style portrayal of the mischievous cricket-ke-liye-kuch-bhi-karega husband’s character.

But what the casting director can really pat himself on the back for is choosing Gul Panag, ‘cause her pairing with Aamir is like a much wanted breath of fresh air on the john-bipasha or saifeena-smothered-small-screen. She does a fabulous job in supporting Aamir and that too when she had big shoes to fill in after the stunning Mrs. Aamir from the last ad 😉

Now, I have never been a fan of Tata Sky’s tagline ‘Isko laga dalaa toh life jhingalaala’ but the way they have cleverly modified the same line for their Plus services – ‘isko laga dalaa toh life AUR BHI jhingalaala’, sure is noteworthy.

As for the teasers that preceded this final ad, it seems more like they were thrust-in as a last minute decision – given that there was no significant gap between the airing of the teasers and the final ad – the final ad followed just 3 days after the teasers. Anyway, at least Tata Sky didn’t seem to have spent a fortune on the teasers that could be used..err…abused by someone else 😉

Overall – great idea, great illustration of the service’s new features and a great cast – well, be happy Tata Sky Plus, for you have hit a home run (or should I say a SIX :)) with this one!

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 8.5 127.5
Execution      
Storyline/Screenplay 10 8.5 85
Music/Jingle 10 7 70
Cinematography 5 8 40
Acting 5 8.5 42.5
Duration vs Impact 5 7 35
Cost vs Impact 5 8 40
Recall      
Brand Recall 10 8 80
Ad Memorability 5 8 40
Tagline 7.5 7.5 56.25
Product Association 5 8.5 42.5
Target Audience Connect 7.5 8 60
Entertainment 5 8.5 42.5
Claim 2.5 8 20
Emotional Appeal 2.5 8 20
Total 100   801

Weighted Average Rating: 801/100 = 8.01 (on a scale of 10)

How would you rate this one –

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7 Responses

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  1. Oh dude…Gul panag is oh-so-adorable and totally awesone as well. i agree with the aur bhee jheengalala thing..

    Keep ups

    Vipul

    November 1, 2008 at 6:47 pm

  2. The situation created in the ad by showing Gul reading a news paper shows modern literate wife who keeps herself informed and intelligent enough to draw conclusions.Message is positive for Indian
    women. Husband when caught off hand,orders a cup of tea as face saving depicts male chauvinism. But the treatment he gets(pillow fight)is again a positive message about social transformation.
    Analysis is well written & well evaluated.
    Kudos
    vg

    [Thanks for the insightful comments. Please keep them coming. AsMi]

    vipingoyal

    November 2, 2008 at 6:41 am

  3. Beautifully Shot, good punches (“pause karke marunga” :P) and the couple looks soooo adorable.

    Aamir rocks \m/. Gul equally shares the limelight with him this time.

    TaDa

    Worm

    November 7, 2008 at 7:26 pm

  4. aamir khan is very good
    gul panaag haircut is nice

    gbs

    November 17, 2008 at 12:10 pm

  5. […] Fresh Ho Jao Ad featuring Sushma Reddy Sprite Xpress Ghoomo Ghumao AdBharti ‘Proud to be Indian’ AdTata Sky Plus – Aamir Khan, Gul Panag AdAirtel Voice SMS Shahrukh-Saif-Kareena […]

  6. nice ad. Gul is really hot and sexy. I love all her movies.

    Gu Panag fan

    March 14, 2009 at 9:17 pm

  7. nice ad.. amir rocks

    Cher Blair

    March 14, 2009 at 9:18 pm


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