What an Advertise-Meant?

my take on the latest Indian advertisements             

Bajaj Allianz ‘Early Start Plans’ – Vijender Singh aka ‘Vijju’ Ad

with 4 comments

vijender_bajaj1{Double click on the image to view the video}

AgencyM & C Saatchi

Tagline: “I started early, you should too.”

Duration: 35 seconds

First seen: November ’08

Ad Message: Introducing ‘Early Start Plans’ from Bajaj Allianz kitty, changing the perception about the right time to go for insurance or investment planning

Target Audience: Middle or High income group (25+ years)

Frequency: Medium

Description: It starts with baby ‘Vijju’ in the cradle punching the air and landing a teeny fist in his mother’s face.‘Vijju’ grows up and dressed-up as ‘Rama’ on a Ramleela stage throws away the dhanush to fistfight with Ravana, grows up some more to fistfight with the bechaara dough in the kitchen and is finally shown fistfighting where he should be – in a boxing ring. He goes on to defeat his opponent in the ring and says “Boxing ho ya life, jaldi shuruaat karne se hamesha faayda hi hota hai. Isliye lijiye Bajaj Allianz ke ‘Early start Plans’”. The ad ends with the voice-over “SMS Super to 56070, Bajaj Allianz”.

[Caution: Strictly opinionated comments follow]

Hot on the heels of one Olympic-winner’s endorsement (gone kaput), comes the second one which, take heart guys, does much better. For one, it has a story, an idea – “just like Vijju started early in boxing and benefited from it; you too should start [investing] early in life and benefit from it”. This commercial skillfully ties the ace boxer’s life story and the financial service it is trying to sell. The situations are amusing (though I didn’t exactly fall off my chair watching them) and Vijender Singh sure has screen presence to boot (no wonder he is a darling of the ramp already).

The only improvement areas I felt were –

  • Apparently, there are 4 different ‘Early Start’ plans on offer – Early Investment, Early Retirement, Early Children’s & Early Health plans and these should have received a mention in the ad. I can imagine a lot of viewers remembering this ad as the ‘Vijju’ ad but having no clue as to which is the brand/bank in question.
  • The music [starting @ 00:19th second in the video] sounds too-familiar-for-comfort to the latest Airtel DTH ad’s background score.

Overall, it sure succeeds in packing a decent punch (all pun intended ;-)).

Now for the ratings:

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 7 105
Execution      
Storyline/Screenplay 10 7 70
Music/Jingle 10 5 50
Cinematography 5 6 30
Acting 5 6 30
Duration vs Impact 5 6 30
Cost vs Impact 5 7 35
Recall      
Brand Recall 10 3 30
Ad Memorability 5 4 20
Tagline 7.5 7.5 56.25
Product Association 5 6 30
Target Audience Connect 7.5 7 52.5
Entertainment 5 6 30
Claim 2.5 7 17.5
Emotional Appeal 2.5 6 15
Total 100   601

 

Weighted Average Rating: 601/100 = 6.01 (on a scale of 10)

So, how would you rate this one –

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4 Responses

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  1. Good review… thought i personlly think that the recall value of the ad would be nothing more than 2-3 max.. as everytime i see the add, i think of Vijju ringing in my ear and not bajaj allianz. It was a very predictive ad.

    Prashant

    November 10, 2008 at 1:51 am

  2. Greatings,
    Awesome find.

    Thanks
    Eloret

    Eloret

    November 10, 2008 at 3:38 am

  3. @Prashant: You are right, I guess I got carried away comparing it with the Abhinav Bindra-Samsung debacle. I have now revised the ratings in the table, especially for the ‘Recall’ section. Thank you!

    AsMi

    November 10, 2008 at 6:14 am

  4. hi vijender my name is faiza sheikh iam a biggest fan of urs u r very handsome with charming looks u will go very long in ur life inshahAllah

    faiza sheikh

    March 28, 2009 at 5:40 pm


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