What an Advertise-Meant?

my take on the latest Indian advertisements             

Pepsi ‘My Can’ Ranbir Kapoor Ad – Part 2

with 10 comments

{Double click to view larger video}

Tagline: None

Agency: JWT

Duration: 30 seconds

First seen: December ’08

Ad Message: Establish the 15 Rs. Pepsi ‘My Can’ offering in the market

Target Audience: 15-25 years young SEC A & B crowd

Frequency: Medium

Description: Ranbir Kapoor continues in his mission for the can and leans on his bed in the hope that the other girl (Pooja Sharma) will give up. She threatens ‘bed pe nahi, bed pe nahi’ just when Deepika Padukone (playing the reel life girlfriend too…yawn yawn) opens the door to find her boyfriend on bed with another girl, slams the door shut as Ranbir looks on helplessly and Ms. Pooja Sharma stands victorious holding ‘My Can’.

[Caution: Strictly opinionated comments follow]

She came, she saw and she let someone else conquer…thunderous applause ladies and gentlemen for you have just witnessed the most innovative, powerful and unexpected idea of all times. I never thought that after the great build-up in the first part, JWT could actually follow-it up with an even more enchanting and befitting ending.

This ad uses the element of mystery so masterfully…err what mystery did you say? Let me explain…you see…the boy is willing to go half-naked on the bed with another girl when his girlfriend emerges out of his apartment’s other room…so, is the guy too brave or too stupid? Now ain’t that a nail-biter. Then there is the peripheral mystery like …why anyone would want to buy this cold drink after seeing the ad? But apologies as I digress to mundane topics, as the super-smart youngistanis are expected to dutifully swoon over Ranbir and Deepika. After all, it must have taken a hell lot of effort to make them look hot enough to take away our focus from the product they are selling (arre ‘Pepsi My Can’ baba). And must say, choosing Deepika to play Ranbir’s onscreen girlfriend, that sure must have taken some heavy-duty creative leaps of faith.

Kudos JWT, as you have just proven wrong anyone who ever believed that advertising is a means to evoke a customer action other than pulling at his hair in disgust.

Now for the ratings:

  Weight Rating W * R
Idea/Innovation/Creativity 15 0.5 7.5
Execution      
Storyline/Screenplay 10 0.5 5
Music/Jingle 10 1 10
Cinematography 5 4 20
Acting 5 5 25
Duration vs Impact 5 2 10
Cost vs Impact 5 5 25
Recall      
Brand Recall 10 5 50
Ad Memorability 5 1 5
Tagline 7.5 0 0
Product Association 5 1 5
Target Audience Connect 7.5 3 22.5
Entertainment 5 1 5
Claim 2.5 1 2.5
Emotional Appeal 2.5 0 0
Total 100   193

Weighted Average Rating: 193/100 = 1.93 (on a scale of 10)

So, how would you rate this one –


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10 Responses

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  1. Agree with your ratings! Whether it’s the forced way of holding the can (hey, look how cool I am), the silly premise, the sati-savitri avataar of the girl (who otherwise has no problem in following a man to his bedroom), the forced fall on the bed…it’s all so uncool.

    bhatnaturally

    January 6, 2009 at 11:57 am

  2. Agreed the Ad is pathetic… The rating is all time low i think. But I think youngistani’s do follow their stars no matter how stupid they become. And may be the ad makers are aware of this bitter truth. Why bother abt a good ad when u have good stars…how else do you explain the success of movies like Om Shanti Om and the like…

    Vipul

    January 6, 2009 at 2:34 pm

  3. really..hehe…the ad really misses out on the main point and the comments by asmi aptly prove that.good comment asmi

    Aditya

    January 6, 2009 at 4:19 pm

  4. @Vipul, true. Such ads usually get comments like ‘Ooooh, Ranbir is so cute’ on YouTube – a good indication of the consumer takeout.

    bhatnaturally

    January 7, 2009 at 12:23 am

    • dont know about the comments on you tube ,but my friend…but an ad must reach out to consumers,which it did. so chill with a my can …u really need 1.

      vikram

      September 4, 2009 at 7:52 pm

  5. i love this ad and all their ads, there pretty funny!

    Mayesha

    January 13, 2009 at 2:12 am

  6. tis ad sucks. even if all they wanted was to make this ad droolworthy….they could have chosen a better premise.

    krystalmage

    January 13, 2009 at 6:14 am

    • @krystalmage: I so agree with you; they could have chosen a ‘premise’ to begin with.

      AsMi

      January 13, 2009 at 1:08 pm

  7. […] start talking about this ad in isolation, let me say it straight out – it is much better than the Pepsi ‘My can’ fiasco. After all, you can only go up from rock bottom. But, that aside this ad is still quite […]

  8. get a life u loosers…pepsi my can is a v cute ad. the fact that u’l r talkin bout it is proof enough.advertising is not bout the morality of the protaganists or the premise…its bout grabbing eye balls n getting attention…which the ad did v well. kudos ranbir,deepika n pooja for a gr8 ad

    priya

    September 4, 2009 at 7:48 pm


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