What an Advertise-Meant?

my take on the latest Indian advertisements             

Bajaj XCD 135 cc DTS-Si ‘Sisters’ Ad

with 9 comments

{Double click to view larger video}

Tagline: None

Agency: O & M

Duration: 80 seconds

First seen: February ’09

Ad Message: Introducing the new 135 cc Bajaj XCD DTS-Si

Target Audience: Middle-higher income group 25-35 year old male

Frequency: High

Description: For about 30 seconds all we see is two leather-clad sisters fighting out each other replete with Matrix like stunts until one of them defeats the other leaving her locked inside the bathroom. The ‘winning’ sister then leaves the place with her helmet as a guy waits with his Bajaj XCD bike. As they are shown riding the bike with screeching sounds and thrilling visuals thrown in, voiceover goes “New Bajaj XCD 135, 5 speed gear box, DTS-SI, firm disk brakes, but one pillion seat”. In the end, the screen flashes “Bajaj DTS-SI The world leader in Twin Spark technology”.

[Caution: Strictly opinionated comments follow]

I had mixed feelings about this one. On the one hand, the fresh take is a welcome break for the category where bike ads are fast becoming synonymous with crazy stuntmen & even crazier sfx (seen this?). There is the obvious good stuff – innovative concept, nifty execution and nice looking girls ;). However, as I immediately felt and later even read in some comments – the ad seems to be overkill for a 135 cc bike. The actual product does not live up to the expectations created by the over-the-top visuals in the end. In that regard, I found the earlier traffic-signal conversation ad way better and something the average commuter would find much easier to relate with.

Also, it was a bit of an anti-climax (and I understand that it may be an intended one) to see the super-chique girls warring it out for the ‘pillion seat’. The way they were dressed and the way they fought, I was expecting them to ride the bike themselves; so much for Gen-Next women! But I guess that’s a risk Bajaj is not ready to take, lest it drives away all its potential male customers.

Imho, they could have toned down the whole ad a little bit. Maybe they could have shown two average salwar-kameez clad girls battling it out and then one of them emerging coyly out of the house to join her boyfriend. The visuals of the bike could have followed though with lesser razzmatazz to fit in with the brand proposition of this bike.

So there, even though humein yeh junglee-billiyan bahut pasand aayin, sometimes less is indeed more.

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 7.5 112.5
Execution      
Storyline/Screenplay 10 7 70
Music/Jingle 10 5 50
Cinematography 5 7 35
Acting 5 7 35
Duration vs Impact 5 5 25
Cost vs Impact 5 6 30
Recall      
Brand Recall 10 6 60
Ad Memorability 5 6 30
Tagline     0
Product Association 5 7 35
Target Audience Connect 7.5 6 45
Entertainment  5 7 35
Claim 2.5 1 2.5
Emotional Appeal 2.5 2 5
Total 92.5   570

 Weighted Average Rating: 570/100 = 5.70 (on a scale of 10)

Polling button to be added soon. Do leave in your comments until then!

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Written by AsMi

February 26, 2009 at 5:36 pm

9 Responses

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  1. Um, that other CBZ ad you linked to is broken because of two http’s in the URL. Check it out. 🙂

    I’d say this TVS Flame ad was much more visually stunning ( http://www.youtube.com/watch?v=40p32HUkABY ), was shot well…and got the ‘chick in leather’ bit exactly right. This Bajaj ad comes off as totally wannabe – you can ‘see’ that budget for the effects were cheap. It almost comes across as if ‘This is cheap bike therefore this is a cheap ad’.

    Ankur Banerjee

    February 26, 2009 at 9:38 pm

    • Hmm ya, wannabe it is. Thanks much pointing out the broken URL, have fixed it now!

      AsMi

      February 27, 2009 at 5:30 am

  2. @ankur. the effects were fine,

    in the two wheeler category only bajaj has been able to come out with some good ads.

    maya

    March 4, 2009 at 6:26 am

  3. @maya. very true, bajaj has come up with a variety of ads year after year, have a look at this one

    http://www.youtube.com/watch?v=y10OJ1pNW3o – 93k

    i wish asmi can take out a review of this ad..my personal favourite..

    shekhar

    March 4, 2009 at 8:25 am

  4. The whole man-machine concept that Bajaj has developed over the years with its wonderful ads on the “Definitely Male” theme has created a strong masculine aura to the brand.

    So it makes sense to extend the image to such heights of raw male sex appeal that Girls go crazy to catch the pillion seat.. i like the theme… In my opinion it some how connects with the male fantasy of seeing two gals in cat fight as well…

    Bajaj pioneered the whole macho bike image… and it is definitely not a wannabe. See the new Suzuki ad for wannabes

    Vipul

    March 6, 2009 at 7:37 am

    • Hmmm, I can see your point about this ad connecting with the male fantasy 😉

      AsMi

      March 9, 2009 at 1:15 pm

  5. i came here, directed by google when i hit limca + fresh ho jao in search……and i ve loved ur blog….subscribed to it n gonna feature it on my blog roll…

    simply marvellous. i ve loved the analysis of the ads u ve done. really wonderful and yes, u definitely earned urself another follower.

    neha

    neha

    March 7, 2009 at 2:13 pm

  6. @neha: Thank you for the kind words, I am overwhelmed and would try hard to live up to your expectations!

    AsMi

    March 9, 2009 at 1:13 pm

  7. Same as Neha.. came here following the link for Limca Ad and ..now I have bookmarked ur page.
    I dont agree totally to ur ratings but then I am not an expert. I am one of those people who stop others from changing a channel just to watch an ad.. and then search it on Google and You Tube..
    Would be glad if you could find some old classics and post it on your blog.

    Jayant

    March 29, 2009 at 8:56 pm


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