What an Advertise-Meant?

my take on the latest Indian advertisements             

Amul Body Warmer ‘Thandi’ Ad

with 11 comments

{Double click to view larger video}

Tagline: Zindagi Rahe Garmagaram.

Agency: [Need to find out]

Duration: 40 seconds

First seen: November ’08

Ad Message: Reinforce ‘Amul Body Warmer’ as the perfect solution to keep that nasty cold at bay

Target Audience: Middle income groups, all ages

Frequency: Medium

Description: This ad shows life before and after Amul Body Warmer, specifically for – a family posing for a photo, students in a class, actors enacting draupadi’s vastra-haran sequence, a pole dancer and her audience in the bar, all covered from head to toe with blankets. Enter Amul Body Warmer and we get to see all the scenes in full glory minus the shoddy blankets.

[Caution: Strictly opinionated comments follow]

Nothing special one would say after reading the description. But here’s the twist – the copywriting, the music and the rendition are simply too comical to let this ad go unnoticed. Sample this – ‘[hai hai thandi]…kambal mein fumble [hai hai thandi], ajab saa yehh dangal [hai hai thandi], revaarse hui sab history [hai hai thandi], biology or kameestry [hai hai thandi]. Amul Body Warmer – Zindagi Rahe Garmagaram. Khatam ho gaya taan-toon, paas mere toh aa tu [bye bye thandi], pyaare mohan jag gaye, dushman saare bhaag gaye [bye bye thandi], maan jaa ab to kisi ka ho le[bye bye thandi], body warmer bole [bye bye thandi]’

Utterly nonsensical lyrics but again, you just have to listen to it a couple of times before that quirky-drowsy voice becomes an amusing earworm. The idea that winters (shown by the exaggerated use of blankets) get in the way of living a ‘garmagaram zindagi’ for almost all age-groups and how Amul Body Warmer can restore normalcy is straightforward and powerfully conveyed. Also, the consistency in before and after scenes is commendable like the chipkoo auntie pouncing on the bechara guy in the family photo; and the vastra-haran scene deserves a special mention for being uproariously funny.

Only things I think could be improved were – more emphasis on the brand ‘Amul’ as it may end up being the ‘Thandiii’ ad rather than Amul Body Warmer ad (remember they have to sell more of the product ultimately). Second, it seems just a little longer than required and could have done with better editing. The flow of the story could also have been smoother as it is easy to assume that the ad ends when the ‘Zindagi Rahe Garmagaram’ tagline is spoken.

Not so ‘Thandiii!’ rating for this amusing piece!

And here is the MP3 for download.

  Weight Rating W * R
Idea/Innovation/Creativity 15 6.5 97.5
Execution      
Storyline/Screenplay 10 5 50
Music/Jingle 10 8 80
Cinematography 5 6 30
Acting 5 6 30
Duration vs Impact 5 5 25
Cost vs Impact 5 7 35
Recall     0
Brand Recall 10 5 50
Ad Memorability 5 7 35
Tagline 7.5 5 37.5
Product Association 5 8 40
Target Audience Connect 7.5 7 52.5
Entertainment 5 7 35
Claim 2.5 7 17.5
Emotional Appeal 2.5 6 15
Total 100   630

Weighted Average Rating: 630/100 = 6.30 (on a scale of 10)

I’d love to know your views too, please use the voting widget below to rate this ad

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11 Responses

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  1. While reading text I was apprehending high rating,but found that rating is just perfect.
    I think Amul body warmer ad last winter was better or may be last winters were better.

    JagMag

    December 12, 2008 at 7:44 am

  2. It is a hilarious ad… could not stop laughing… I have a sick sense of humor but still. I can feel the ‘earworm’ starting its effect.

    Your analysis as always is good and the new widget is awesome

    Vipul

    December 15, 2008 at 11:54 pm

    • @Vipul: Happy that you liked the widget! Keep voting!

      AsMi

      December 16, 2008 at 11:00 am

  3. u r trying to show the instant of Mahabharatha where Draupadi is willfully happy for her vastr haran and Mahabharatha being the religious epic and in a country like India u r trying to show this as a joke
    being such a big company it doen’t seem good in hurting somebody’s relegious feelings
    So i request u to remove that part from ur advertisement
    I hope u can do it and expect the same
    Thank u

    Rajalaxmi Shetty

    January 21, 2009 at 7:44 am

    • Respected Mam,
      i respect your feelings and i m also hurt like u because of this add as they are making fun of our religious feeling and beliefs and last year also they have given this add full fledge and now they have again started on all the channels. Dont worry i will not let them go like this and will definetaly make them realise that this is wrong what they are doing. all i need is support of like minded people.
      Thanks & Regards
      Rajesh.

      Anonymous

      November 7, 2009 at 2:37 pm

      • dear rajesh,
        i have taken concent of your dialog two days ago.what you have done i dont know but i have took strong iniciative against this add & i have noticed some changes also in the way they were showing this add.
        i have made a very strong complaint to minister of information & brodcasting on 9th of this month.
        i hope it will surely do.

        ajay singh rathor

        December 12, 2009 at 5:52 am

  4. hi! my interest is in one of the winter wear ads starring Satish Kaushik(actor/director) aired few years back.

    i want to know whether the commercial was of Amul Body Warmer or some other Brand? If it was not Amul please let me know which brand it was.

    also please email to me the clip of that ad if possible!

    Thanks

    success11

    January 26, 2009 at 2:41 pm

  5. kindly stop denigration of great Hindu women Droupadi, we will boycott your products.

    Sri. Arun, Blre

    arun

    November 12, 2009 at 2:30 pm

  6. In your advertisement you are commited denigration of great Hindu women Droupadi.
    Replace the Draupadi with any goddess in other religion and then see the response………

    You people will only understand the language of cane…..

    Stop the advertisement .

    Hrishi

    November 27, 2009 at 12:31 pm

  7. AMAZING, FIRST IMPRASION LAST IMRASATION.

    AMIT

    December 8, 2009 at 2:08 pm

  8. lyrics hona mereku lo
    lol

    Anonymous

    December 24, 2009 at 7:49 am


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