What an Advertise-Meant?

my take on the latest Indian advertisements             

Tata Sky Plus New Ad (Aamir Khan-Gul Panag Series)

with 10 comments

{Double click to view larger video}

Tagline: Isko Lagaa Daala to Life Aur Bhi Jhingalaala

Agency: O & M

Duration: 60 seconds

First seen: October ’08

Ad Message: Reinforncing benefits of the Personal Video Recorder (PVR) feature from Tata Sky Plus

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

Frequency: Medium-High

Description: The ad begins with Aamir Khan picking up his remote as he jumps to answer the ringing phone. Turns out it is his mother-in-law’s call as he insists on talking to her even though the match is on. He then goes on to chat in length about her singing, papaji’s yoga, daisy and its 4 newborns and how he is not bothered even if he misses a goal or two. All-knowing Gul is shown smiling in between shots as she is fully aware why her hubby is feigning interest.
She explains that the match is getting recorded, thanks to Tata Sky Plus ‘Pause’ feature and Aamir will get back to it from exactly the place it left off. Last shot shows Gul wishing that only if her mom knew the truth…to which Aamir counters ‘kya, papaji ke baare mein?” as another pillow-fight between the husband and wife ensues.

[Caution: Strictly opinionated comments follow]

Television commercial sequels that communicate a fresh idea while being as good as the original can be counted on fingers. Is this ad one of them? I say yes it is! It has picked up the right elements to carry forward – the same cast, the same sets, and the same match-ke-liye-kuch-bhi-karega hubby in action, but with a brand new spin in the story.

It’s again a ghar-ghar-ki-kahani situation – your partner frowning at the thought of attending a call (that too from the in-laws!) in the middle of the match. Though I would have loved to see a before-and-after kind of screenplay in this ad…imagine Aamir (minus the Tata Sky Plus service) giving an exasperated expression before lying to his mummyji about ‘working hard on an office presentation’ or ‘helping wifey cook for guests’ just to get off the hook, literally in this case.

The beauty of this ad also lies in the fact that the benefits of ‘pause’ feature come across perfectly via a lighthearted account and not in a preachy-techie kind of way. Aamir’s sincerity in playing the mischievous hubby’s character is what works wonders for this ad and his chemistry with Gul just keeps getting better and better.

Go ahead, get yourself Tata Sky Plus and speak to your in-laws without ever worrying about missing a crucial goal or that confrontation in Baalika Vadhu you’ve been waiting for 😉 

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 8 120
Execution      
Storyline/Screenplay 10 8.5 85
Music/Jingle 10 7.5 75
Cinematography 5 7 35
Acting 5 8.5 42.5
Duration vs Impact 5 7 35
Cost vs Impact 5 8 40
Recall     0
Brand Recall 10 9 90
Ad Memorability 5 8 40
Tagline 7.5 8 60
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 7 17.5
Total 100   805

Weighted Average Rating: 805/100 = 8.05 (on a scale of 10)

How do you rate this one – 

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10 Responses

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  1. Seriously man, you need to get a life. Do you this for living?

    ktmwear

    December 5, 2008 at 1:02 pm

  2. amir-gul ads have been done really well. Highlighting of the features done in a very smart way. Its appealing, entertaining and cute.

    varun

    December 7, 2008 at 10:18 am

  3. What they have shown in the ad is something that everyone can relate to, thats why they are doing so well.As long as they continue to maintain the level of quality and service they will do well.

    asim

    December 9, 2008 at 10:20 am

  4. It’s a lovely ad. Far better from that ‘Half man- Half woman’ ad. Aamir & Gul look like a real life couple. Their chemistry rocks. I dont mind watching that ad 20 times a day.

    Cant wait to see the next one. 🙂

    Aashiq

    December 12, 2008 at 3:29 pm

    • @Aashiq: I have some bad news for you and all the other Aamir-Gul fans (including me)…it seems Tata Sky has decided to replace Gul with Asin for their next ad!

      AsMi

      December 16, 2008 at 10:58 am

  5. tata sky is only aamir that i really liked, his samsung ads were all bad.

    @asmi how are they gonna show asin, they might have to change the whole concept for that.. they can just replace gul overnite

    maya

    December 18, 2008 at 6:38 am

  6. perfect -like anything aamir do!

    the storyline is weaved @ the feature & it works , without being on your face.

    Thats paraphrasing what you said.

    joohi

    December 19, 2008 at 7:02 pm

  7. Quoted by joohi
    “perfect -like anything aamir do!”

    Agreed.
    Though did not Gul much.

    The ad is very well planned within the given time space to display the required concept.No heavy sounds etc, to live the lasting impression continuing the trend started by Hutch(Vodafone????)

    And once again AsMi..u r rockin man!!

    lucky murari

    December 30, 2008 at 12:05 pm

  8. […] an unabashed lift from the Tata Sky Aamir-Gul spots…the irreverent husband, the mellow music, the focus on the dialogue, even the couch and […]


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