What an Advertise-Meant?

my take on the latest Indian advertisements             

Kurkure ‘Desi Beats’ Kareena Kapoor Ad

with 10 comments

{Double click to view larger video}

Tagline: No fun without Desipann.

Agency: JWT

Duration: 40 seconds

First seen: November ’08

Ad Message: Introducing new ‘Desi Beats’ flavors from Kurkure, trying to build a more youthful image for Kurkure

Target Audience: 15-25 years young middle income group

Frequency: High

Description: The ad begins with Cinderella (played by Kareena Kapoor) doing the chores while the evil stepsisters go off to a party. Suddenly, ‘ispessal iffects’ happen and her Godmother (played by Ila Arun) appears handing her a pack of Kukure ‘Desi Beats’. One bite of the snack and Kareena Kapoor lands up in the boring firangi party wearing a red hot ghaghra-choli, shakes and shimmies desi style, slaps the poor prince before proclaiming “No Fun. Without Desipann”

[Caution: Strictly opinionated comments follow]

This ad left me largely unimpressed. First and foremost, the new product variations have been royally ignored – that this is the triangle-shaped snack from Kurkure stable in two brand-new flavors “Deewana Tamatar” and “Dildaar Masala”, doesn’t even get as much as a mention in the entire charade. It seems like the ‘product’ is just a prop used to highlight ‘Kareena’ instead of being the other way around. Moreover, the Haryanvi touch and the desi twist are all too reminiscent of the FundaMint ad (‘dil se desi’ anyone?).

With the new tagline, they have chosen to emphasize the desi-ness of the new Kurkure flavors but hasn’t that been the USP of Kurkure all along? Makes you wonder what’s the big deal this time? Perhaps they want to convey that the hugely popular overseas snack [nachos] has been given a desi makeover to suit the Indian palate, but that is a message completely lost in translation (assuming it is the message).

I did find the camera work interesting…something that has not been done before and helps in grabbing attention. Well ok, Kareena’s figure-flattering lehenga helps grab some eyeballs too. But personally, I prefer Juhi Chawla’s easy charm much more to Kareena’s exaggerated antics (pray, why would you slap the poor guy so hard???). And I strongly feel that Juhi was a topnotch ambassador for Kurkure having created such a strong brand connect over a period of time (with campaigns like ‘Kya family hai’, ‘Seriously Thoda Zyada’, ‘Tedha hai par mera hai’), that this half-baked attempt just makes me go ‘If it ain’t broke, don’t fix it!

No treat, this desi beat.

Weight Rating W * R
Idea/Innovation/Creativity 15 4 60
Execution
Storyline/Screenplay 10 4 40
Music/Jingle 10 4 40
Cinematography 5 7 35
Acting 5 5 25
Duration vs Impact 5 5 25
Cost vs Impact 5 6 30
Recall
Brand Recall 10 5 50
Ad Memorability 5 4 20
Tagline 7.5 2 15
Product Association 5 3 15
Target Audience Connect 7.5 4 30
Entertainment 5 5 25
Claim 2.5 3 7.5
Emotional Appeal 2.5 2 5
Total 100 422.5

Weighted Average Rating: 422.5/100 = 4.225 (on a scale of 10)

What’s your rating?


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10 Responses

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  1. The ad is very ordinary but your analysis is “Ispessal” :)and i totally agree with Juhi..Hail Juhi ! Say no to Kareena

    Vipul

    December 9, 2008 at 6:29 am

  2. I can’t disagree with you here. I can see where they feel they need to reach a younger audience and the “hipper” music from “Dostana” makes it seem more exciting, but Juhi just has, as you said perfectly, more charm and, I might add, more class to this brand product.

    melody

    December 10, 2008 at 2:58 am

  3. Nice review!

    And adding to the comments above, I would say Juhi can connect with the ‘younger’ audience with an equal ease. And even if for some reason Kurkure wanted to do away with her, the move should have been gradual, like may be showing both Juhi and Kareena for a couple of ads and then having only Kareena (or something like that).

    -romil

    romil

    December 10, 2008 at 9:44 am

    • @romil: Thanks! I really second your idea about the ‘gradual move’!

      AsMi

      December 16, 2008 at 10:59 am

  4. this ad is a total crap, similar to kareena’s boro plus ad which was outright stupid.

    and kareena looks no good in that lehanga

    maya

    December 18, 2008 at 6:32 am

  5. […] like the Kareena-Desi-Beats ad, this seems more like a video showcasing Ranbir Kapoor; hard not to notice how brazenly the girl […]

  6. the kurkure ad was plain stupid , with no appeal.
    yeh that retro 20ish was different but it added to the irritation level.
    If they wanted to used Kareena ,as you rightly said maybe kurkure is orbitin her than the other way @.

    The the song was totally out of sync- wait actually the song was right & everything else -plain stupid.

    And i came to know in ur blog a8 the product specification.

    joohi

    December 24, 2008 at 9:30 am

    • @joohi: thanks for dropping by and writing your views. Hope to see you more often 🙂

      AsMi

      December 24, 2008 at 9:31 am

  7. Firstly, AsMi , I have to appreciate you for sure on this great endeavour of yours.A well built site with good and professional reviews.

    I second to all the opinions about how Juhi is good and how Kareena is bad.Kareena is just a misplaced entity in this ad.

    lucky murari

    December 30, 2008 at 11:57 am

  8. @lucky: Thank you very much for your compliments, you made me a happycamper 🙂

    AsMi

    January 6, 2009 at 1:51 pm


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