What an Advertise-Meant?

my take on the latest Indian advertisements             

Archive for the ‘Banks’ Category

Max New York Life – Train Ad

with 4 comments

{Double click to view larger video}

Tagline: “Karo Zyaada ka Iraada”

Agency: Prasoon Pandey (Corcoise Films)

Duration: 60 seconds

First seen: October ‘09

Ad Message: Spreading awareness and reinforcing the need for Life Insurance Plans

Target Audience: Middle-higher income 30-35+ years

Frequency: High

Description: The ad opens with a harried middle-aged couple looking for their son’s seat in a train. Frantic-Father locates the seat, rebukes the cute-girl-destined-to-share-the-compartment-with-his-boy for hijacking their berth with her luggage, locks the boy’s luggage, garlands him with the key and cautions him to not get down while the train is moving (all this before you can even say ‘bechaara’!). Meanwhile, concerned-mommy has managed to throw in precious nuggets of advice like ‘koi kuch khaane ko de to lena mat’, ‘har kisi se baat mat karna’ while glancing sideways at the harmless girl before she drops the final bomb – ‘Gande underwear alag rakhna’. And just when the boy is even attempting some damage-repair by the meek ‘My Papa loves me a lot’ utterance, here comes the clincher. Papa-dear thrusts forward a packet from the window and goes ‘Kele! Kha lena’ while mommy coos ‘Pet saaf rahega beta’.

[Caution: Strictly opinionated comments follow]

Now this ad is one of the reasons ‘strikes a chord’ phrase must have been invented. A brilliantly thought situation, a brilliantly worded script and a brilliantly well-fitting cast and you’ve got yourself a winner! The situation is your quintessential Indian-parents-seeing-off-iklauta-offspring scene – something that each one of us has witnessed at one time or the other. Some days as the girl and (unfortunately) some days as the boy 😉 The dialogues are delightfully earthy and the entire cast does a hundred percent justice – whether it is the I-am-in-charge Daddy (played by Vipin Sharma of Taare Zameen Par fame), the doing-what-she-can-to-put-off-the-cute-girl Mommy, the compartment boy (earlier seen in Virgin Mobile train ad) and the supremely cute girl trying her best to feign ignorance of the drama unfolding in front of her.

However, that there is no obvious connection between the ad spot and the service being sold is just too obvious to go unnoticed this time. We may all remember this ‘gande-underwear’ ad, but how many of us will remember it as a Max New York Life Insurance ad? Now only if Prasoon Pandey had waited for the right mobile services company (or some such) to endorse this gem of a creative, it would have totally scored a home run. Having said that, the ad indeed is so impactful that in the end, Max New York Life may just benefit a tad-bit in terms of recall! Kudos to this genuinely humorous and well-executed ad after a long time!

PS: Thanks to the Indibloggies nomination in the Best New Indiblog of 2008 category, I am motivated enough to get back to my blog. Keep visiting everyone! Love – AsMi.

  Weight Rating W * R
Idea/Innovation/Creativity 15 9 135
Execution      
Storyline/Screenplay 10 9.5 95
Music/Jingle 10 8 80
Cinematography 5 9 45
Acting 5 10 50
Duration vs Impact 5 8 40
Cost vs Impact 5 9 45
Recall     0
Brand Recall 10 6 60
Ad Memorability 5 9 45
Tagline 7.5 8 60
Product Association 5 2 10
Target Audience Connect 7.5 8 60
Entertainment 5 9 45
Claim 2.5 9 22.5
Emotional Appeal 2.5 9 22.5
Total 100   815

Weighted Average Rating: 815/100 = 8.15 (on a scale of 10)

How did you like this ad? Go rate:

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ING Corporate ‘Paisa Sirf Paisa Nahi Hai’ Ad

with 25 comments

{Double click to view larger video}

Tagline: Mere Desh Mein Paisa Sirf Paisa Nahi Hai.

Agency: McCann Erickson

Duration: 60 seconds

First seen: December ’08

Ad Message: Establishing ING as the financial institute that understands value of your money (banking, investments, insurance)

Target Audience: All income groups, 25+ years age

Frequency: Medium

Description: The ad is a medley of shots – a boy dives into water to get hold of a coin, a mehendi ceremony where an elderly aunt is warding off buri nazar, an old rajasthani snake-charmer playing his been embellished with coins, a wide-eyed toddler playing with some coins, a shagun envelope with a coin, a girl wearing coin-shaped earrings, a brother teasing his sister for the customary rakhi shagun, a regional film poster decorated with currency notes, a turbaned man balancing a coin at the end of a stick, a chaadar full of coins and a scene of the masjid where an eager boy runs to gets some eidee and hugs his uncle. The ad ends with the voiceover –“Hum samajhate hain aapko, samjhate hain paise ki aihmiyat aur usse judi aapki bhaawnaon ko. ING – Banking, Investments, Insurance” The lyrics of the song played in the background go – “Mere desh mein paisa sirf paisa nahi hai…Kabhi pyaar ke rang ranga hai paisa, Kabhi ban ke nageena jalaa hai paisa…Sapnon ka paudha hai, rangon ki rangoli hai, Paisa nahi yeh to duaaon ki boli hai…Mere desh mein paisa sirf paisa nahi hai -2”

[Caution: Strictly opinionated comments follow]

This ad like many others in the past*** plays on the how this bank knows the importance of your money and understands your emotional attachment to it. But how this idea has been translated as being an ‘Indian’ sentiment and its manifestation in various walks of ‘Indian’ life is quite commendable.

Garnished with some undeniably-hummable music by Monty Sharma (of Saawariya fame) and lyrics by ‘The Prasoon Joshi’ himself (Asia-Pac Chairman of the agency behind this ad), it makes a mark alright. Also worth-noting is that a number of different regions and religions across the country have been represented in the various scenes giving it a pan-India appeal.

The only question that comes to mind is why a Dutch bank just about 18 years old would be the right one to claim that it understands India’s cultural mind-set of money-not-just-being-money? Mind you it is ING sans Vysya we are talking about.

[General rant] What is with all (and I mean all) banks going the emotional advertising way? Any ad for a financial institution talks about emotions, sentiments, relationships, dreams, you-get-the-drift-stuff these days that you can barely tell apart one from another. I am craving for some ‘Surprisingly SBI’ types already [/Rant ends]

Yes, here is one more bank ad tugging at those heartstrings, and had the execution been any lesser I would have given it a hard time. But as it stands, nothing aisa-vaisa about this paisa!

***I had a nagging thought that the central idea resembled that of an earlier campaign where a small kid gives 1 rupee to his father as his first salary. After trying my luck with a whole lot of search terms, I have finally found the video I wanted to quote. As you can see, the closing lines “We understand how much every single rupee means to you” and the tagline “We appreciate the value of your money” are indeed very similar. Also, make sure you read the description (more info) of the youtube video as it is uncannily similar to what this ING campaign is all about.

And yeah, you can download the MP3 here – ING_Paisa.mp3

  Weight Rating W * R
Idea/Innovation/Creativity 15 6 90
Execution      
Storyline/Screenplay 10 8 80
Music/Jingle 10 9 90
Cinematography 5 8 40
Acting 5 7 35
Duration vs Impact 5 7 35
Cost vs Impact 5 7 35
Recall      
Brand Recall 10 6 60
Ad Memorability 5 7 35
Tagline 7.5 8 60
Product Association 5 8 40
Target Audience Connect 7.5 7 52.5
Entertainment 5 8 40
Claim 2.5 5 12.5
Emotional Appeal 2.5 8 20
Total 100 725

Weighted Average Rating: 725/100 = 7.25 (on a scale of 10)

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

Bajaj Allianz ‘Early Start Plans’ – Vijender Singh aka ‘Vijju’ Ad

with 4 comments

vijender_bajaj1{Double click on the image to view the video}

AgencyM & C Saatchi

Tagline: “I started early, you should too.”

Duration: 35 seconds

First seen: November ’08

Ad Message: Introducing ‘Early Start Plans’ from Bajaj Allianz kitty, changing the perception about the right time to go for insurance or investment planning

Target Audience: Middle or High income group (25+ years)

Frequency: Medium

Description: It starts with baby ‘Vijju’ in the cradle punching the air and landing a teeny fist in his mother’s face.‘Vijju’ grows up and dressed-up as ‘Rama’ on a Ramleela stage throws away the dhanush to fistfight with Ravana, grows up some more to fistfight with the bechaara dough in the kitchen and is finally shown fistfighting where he should be – in a boxing ring. He goes on to defeat his opponent in the ring and says “Boxing ho ya life, jaldi shuruaat karne se hamesha faayda hi hota hai. Isliye lijiye Bajaj Allianz ke ‘Early start Plans’”. The ad ends with the voice-over “SMS Super to 56070, Bajaj Allianz”.

[Caution: Strictly opinionated comments follow]

Hot on the heels of one Olympic-winner’s endorsement (gone kaput), comes the second one which, take heart guys, does much better. For one, it has a story, an idea – “just like Vijju started early in boxing and benefited from it; you too should start [investing] early in life and benefit from it”. This commercial skillfully ties the ace boxer’s life story and the financial service it is trying to sell. The situations are amusing (though I didn’t exactly fall off my chair watching them) and Vijender Singh sure has screen presence to boot (no wonder he is a darling of the ramp already).

The only improvement areas I felt were –

  • Apparently, there are 4 different ‘Early Start’ plans on offer – Early Investment, Early Retirement, Early Children’s & Early Health plans and these should have received a mention in the ad. I can imagine a lot of viewers remembering this ad as the ‘Vijju’ ad but having no clue as to which is the brand/bank in question.
  • The music [starting @ 00:19th second in the video] sounds too-familiar-for-comfort to the latest Airtel DTH ad’s background score.

Overall, it sure succeeds in packing a decent punch (all pun intended ;-)).

Now for the ratings:

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 7 105
Execution      
Storyline/Screenplay 10 7 70
Music/Jingle 10 5 50
Cinematography 5 6 30
Acting 5 6 30
Duration vs Impact 5 6 30
Cost vs Impact 5 7 35
Recall      
Brand Recall 10 3 30
Ad Memorability 5 4 20
Tagline 7.5 7.5 56.25
Product Association 5 6 30
Target Audience Connect 7.5 7 52.5
Entertainment 5 6 30
Claim 2.5 7 17.5
Emotional Appeal 2.5 6 15
Total 100   601

 

Weighted Average Rating: 601/100 = 6.01 (on a scale of 10)

So, how would you rate this one –

Max New York Life Insurance: ‘Karo Zyaada ka Iraada’ ad

with one comment

{Double click to view larger video}

Agency: Euro RSCG

Tagline: Karo Zyaada ka Iraada

Duration: 60 Seconds, 30 seconds version mostly aired

First seen: October ’08

Ad Message: Introduce new product offering (Unit Linked Child Plan), brand awareness

Target Audience: Middle & Upper-Middle income, 25 to 35 year age group

Frequency: High

Description: Starts with a toddler innocuously uttering the word daddy which (little did he know!) tosses his parents into a frenzy trying to get him to repeat more and more words after them. The baby manages just fine until the word ‘czechoslovakia’ catches the dad’s fancy and he desperately coaxes the baby to say that magic word. The baby just returns a hapless look and the dad has to console himself with the successful rendition of ‘banana’.

It is followed by a voiceover introducing Unit Linked Child Plan scheme by Max New York Life Insurance which ensures that your dreams needn’t grow smaller as your child grows bigger. So go ahead and aspire for more.

[Caution: Strictly opinionated comments follow]

This ad has several things that work in its favor: a strong idea woven in a simple, slice-of-life screenplay that is extremely effective, a cute kid, a cute dad (oh yes, he is too ;)) who just lights up the ad with his perky performance and a slogan that gels immaculately with not just the ad but also the product offering AND the umbrella brand (MAX = zyaada).

In fact, there is not a single thing I would like to change except (WHAT?? there has to be an ‘except’ ;)) for maybe having the parents pick up the baby or atleast go nearer to it as the ad progresses, given that they are almost wild with pride and joy and bla bla…

Also, ain’t it mandatory to read out the warning “Insurance is a subject matter of….” instead of just flashing it for a few moments at the end?

It’s a winner nonethless.

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 7.5 112.5
Execution      
Storyline/Screenplay 10 8 80
Music/Jingle 10 7 70
Cinematography 5 7.5 37.5
Acting 5 8 40
Duration vs Impact 5 7 35
Cost vs Impact 5 9 45
Recall      
Brand Recall 10 6 60
Ad Memorability 5 8 40
Tagline 7.5 8 60
Product Association 5 8.5 42.5
Target Audience Connect 7.5 8 60
Entertainment  5 8 40
Claim 2.5 6 15
Emotional Appeal 2.5 8 20
Total 100   757.5

Weighted Average: 757.5/100 = 7.575 (on a scale of 10)

Written by AsMi

October 8, 2008 at 6:12 pm

Union Bank of India: Little Girl, Tooth Ad

with 29 comments

{Double click to view larger video}

Agency: Mudra

Tagline: Kyunki aapke sapne sirf aapke nahi hote, Good people to bank with

Duration: 60 seconds

First seen: October ’08

Ad Message: Brand awareness, revive Union Bank’s image

Target Audience: 25 years+ middle income group having fixed income

Frequency: Medium

Description: Starts with a little girl in tears telling her brother about her broken tooth. The big brother cheers the kid sister by cooking up that they will bury the tooth and that will yield them a golden tooth in return. A number of shots of the girl collecting teeth from all places accessible follow – the school playground, her grandparents’ dentures, skeleton hung in a biology lab. Last shot shows the girl burying all the teeth and explaining her brother why she is doing this is “kyuni isse aapki racing car ke liye paise ban jaayenge”.

[Caution: Strictly opinionated comments follow]

This ad scores on two accounts – its emotional appeal and the masterfully crafted punchline. The idea that your dreams are not yours alone fits well with a banking organization and has been executed well in this ad. The casting is good and both the girl and her big bro play their part to the hilt, even though it is easy to mistake the guy to be her father if you miss the ‘bhaiya…mera daant..’ opening line.

It is the second ad in the Union Bank ‘Aapke sapne sirf aapke nahi hote’ series with the first one beautifully striking just the right chord with just the right audience. In that sense, this one does falter slightly as the ‘racing-car’ may not be justified as a common man’s ultimate dream and is somewhat reminiscent of the ta-ra-rum-pum plot. It also seems to be a tad lengthier than required.

And yeah, one more thing I would probably change is to show the brother cleaning a helmet or watching a grand prix or some such in the first shot (what’s with the airplane-ish toy?) so that the ad ends with a truly ‘Aaha’ feeling.

Overall, it still fares better than most of the others on air currently.

PS: Got to know from MudraGroup (Thanks!) that the name of the little girl featured in this ad is DIYA !!!

PPS: Ok, since there is a lot of curiosity about the little girl, here is some more information about her – her full name is Diya Sonecha, she is a Gujarati, was born on 15th May 2004 and played the part of Krishna Walia in TV soap Kasamh Se. Her wiki page is here and you can find some pics here and here.

My own decidedly Bad Attempts to capture her & her brother’s pics are B.A.1, B.A.2 & B.A.3.

And here goes the table:

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 7 105
Execution      
Storyline/Screenplay 10 7 70
Music/Jingle 10 6 60
Cinematography 5 7 35
Acting 5 8 40
Duration vs Impact 5 6 30
Cost vs Impact 5 9 45
Recall      
Brand Recall 10 7 70
Ad Memorability 5 7 35
Tagline 7.5 9 67.5
Product Association 5 7 35
Target Audience Connect 7.5 7 52.5
Entertainment 5 6 30
Claim 2.5 8 20
Emotional Appeal 2.5 8 20
Total 100 715

Weighted Average: 715/100 = 7.15 (on a scale of 10)

How do you rate this ad –