What an Advertise-Meant?

my take on the latest Indian advertisements             

Pepsi Youngistaan ‘Baap’ Ad

with 17 comments

{Double click to view larger video}

Tagline: Yeh hai youngistaan meri jaan

Agency: JWT

Duration: 40 seconds

First seen: February ’09

Ad Message: Establish Pepsi as the ‘it’ drink for young India

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

Frequency: High

Description: The ad opens with MS Dhoni standing on terrace overlooking amchi Mumbai as he introduces the premise of the ad “Bijli, paani, phone ka connection to suna hogaa, par yeh connection, baap re baap”. Cut to shots of Ishant Sharma standing in an admission queue to be ousted by a VIP’s son, Sreesanth doing his jig in an attempt to impress the girl only to have his efforts sabotaged by the commissioner’s son, and Virendra Sehwag just about to get a haircut (yes, believe it or not) when the ministers’ iklauta son steps in. In all the situations, the reckless sons blurt out the oft heard threat “jaanta nahi mera baap kaun hai?” The ad ends with the four cricketers in their dressing room saying that they still don’t know who those famous ‘baaps’ are, all they know is that they have a connection with their thirst; and that is all that is needed to succeed. Voiceover ends the spot with “Yeh hai youngistaan meri jaan”.

[Caution: Strictly opinionated comments follow]

Before I start talking about this ad in isolation, let me say it straight out – it is much better than the previous Pepsi ‘My can’ fiasco. After all, you can only go up from rock bottom. Ok, that aside this ad is still quite ironic if you really think about it – a thirst-quenching product talking about keeping the ‘thirst’ alive? Completely forgetting to connect the idea with the product when..ahem ahem…the central idea is ‘connections’?

But then not too many youngistaanis are thinking, really or otherwise. To be fair, the execution is not bad and the situations are quite easy to relate with. The background music is likable and so is the pack of in-form cricketers, though Sreesanth really needs to learn a new dance step or two (and fast!). Got to mention that the Haryanvi speaking guy brushing aside Sehwag is particularly funny. And who can forget the silent star of the spot, Sehwag’s wig baba! Psst, he is already contemplating hair transplant encouraged by the response.

 All said and done, none of the Pepsi youngistaan spots have really hit the bulls-eye so far, the one where you go “Ok, so this is what youngistaan is about and I am/would like to be a youngistaani (by drinking Pepsi)”

Question to Pepsi: time to rethink the “connection” with the agency maybe?

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 4 60
Execution      
Storyline/Screenplay 10 7 70
Music/Jingle 10 7 70
Cinematography 5 7 35
Acting 5 6 30
Duration vs Impact 5 6 30
Cost vs Impact 5 8 40
Recall     0
Brand Recall 10 6 60
Ad Memorability 5 4 20
Tagline 7.5 5 37.5
Product Association 5 1 5
Target Audience Connect 7.5 7 52.5
Entertainment 5 6 30
Claim 2.5 4 10
Emotional Appeal 2.5 2 5
Total 100   555

Weighted Average Rating: 555/100 = 5.55 (on a scale of 10)

Your rating please –


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17 Responses

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  1. brilliant post.

    Ever since I read the article in ET yesterday (thursday,backpage) .. I get a feeling that Pepsi wont be around much long. Now that Sprite has claimed second spot from Pepsi and endorsement deals with SRK and Sachin terminated, it surely is tough times ahead for PepsiCo. Add to that the unsuccessful Kolkata Knight Riders Bid and forgetabble myCan ads with Yongistaan and stuff, its high time they take a good look at where things are going.

    The ad in discussion (I havent seen it, I dont have access to TV) seems to be the better one out of JWT’s stable in recent times (atleast for PepsiCo)

    /j

    twitter.com/jeffjose

    Jeffrey

    February 20, 2009 at 11:43 am

  2. @jeff: Touché! Completely agree with you on all the accounts. Hope Pepsi is planning to do some damage control soon.

    Thanks for the appreciation, does a lot for a rookie like me.

    AsMi

    February 25, 2009 at 7:06 am

  3. very nice ad

    WebDesigner

    February 28, 2009 at 3:23 pm

  4. @ jeff, you dont have tv thts y there is a youtube video on top.

    @ asmi. smart to point out the flaw in central idea realted to keep the thirst alive when the product is intended to quench it. I never tasted pepsi because their ads were all crap. i tasted sprite just because of the ad. its another matter that i dont drink carbonated drinks

    maya

    March 4, 2009 at 6:44 am

    • @maya: Thank you for chipping in with your inputs, great to have a regular visitor like you.

      AsMi

      March 9, 2009 at 1:17 pm

  5. The only good thing about this ad is that the line
    ‘Connection with your Pyaas’ does have some resonance with the whole Youngistan concept of PepsiCo…

    Unlike the previous crappy ads which were actually portraying youngistanis as half-witted,stupid and with no higher purpose than seeing Ranbir, SRK and Deepika do appalling stuff, this ad still fares above the previous attempts..

    As asmi says- U can only go up from rock bottom!!!
    Asmi you are rocking…

    Vipul

    March 6, 2009 at 8:14 am

    • @Vipul: Muchos Gracias my friend.

      AsMi

      March 9, 2009 at 1:18 pm

  6. Hey AsMi

    Do you know any website where we can get ad/agency information for a particular ad?

    eg – you wrote that the above ad was made by JWT, any website wherein we can get this info on which agency made a particular ad

    Awaiting your response,

    Thanks,

    Maverick

    Maverick

    April 20, 2009 at 4:55 pm

  7. Hi man,
    am doing a case study on pepsi so stumbled upon this…
    one thing id like to say is …we can cut the cola companies some slack as like other products they simply do not have any thing to show off ..as in no a good reason as to why u have to purchase it..(basically they are selling sweet pesticide)….so in this respect pepsi using the “i dont care about neone,its my dreams i follow” is almost synonymous with sprite “akal lagao pyaas bujao” in the respect that both these are no way related to a carbonated drink..hence i think this add deserves like a 7…altho the ranbir deepika deserved 0…they were indeed ewwwwww….and the latest pepsi add the “i dont hear u” is actually very good..if u get to hear what everyone has to say in the add…that is one well made add..

    upneet

    June 14, 2009 at 6:29 am

  8. An add is a product itself and through ad one can sell or buy something.

    Web Development India

    September 10, 2009 at 1:25 pm

  9. Webmaster Plz Update your MS Dhoni link to http://www.dhoniworld.com cos this is official site not that .net one..

    Zia

    January 5, 2010 at 12:06 pm

  10. Advertisement of any product through any brad icon means through any celebrity is a very old fashion.

    Politics

    January 23, 2010 at 12:24 pm

  11. “Before I start talking about this ad in isolation, let me say it straight out – it is much better than the previous Pepsi ‘My can’ fiasco. After all, you can only go up from rock bottom. Ok, that aside this ad is still quite ironic if you really think about it – a thirst-quenching product talking about keeping the ‘thirst’ alive? Completely forgetting to connect the idea with the product when..ahem ahem…the central idea is ‘connections’?”
    I love this part of your post.

    Politics

    January 23, 2010 at 2:19 pm

  12. There is a great connection between a celebrity and a advertisement.

    student aid

    January 23, 2010 at 2:22 pm

  13. Does anybody know the name of the “VIPs Son” that cuts in line ahead of Ishant?
    Has he done any other ads for the same agency?

    Gusseler

    December 3, 2010 at 8:45 pm

  14. the best thing was sreesanth dance and that portion background music was good he can dance well….!!!!!

    tahreem

    April 13, 2011 at 3:10 pm


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