What an Advertise-Meant?

my take on the latest Indian advertisements             

Archive for the ‘Bikes’ Category

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!

Written by AsMi

February 26, 2009 at 5:36 pm

Hero Honda: 25 year celebration ad

with one comment

{Double click to view larger video}

Agency: Draftfcb + Ulka

Tagline: Dhak Dhak Go, Move with Hero Honda, Desh ki Dhadkan

Ad Message: Reinforce or showcase Hero Honda brand (on its 25 year completion)

Duration:180 seconds for complete ad, 60 seconds version mostly aired

First seen: September ‘08

Target Audience: Youth

Frequency: Very High

Description: The ‘star’ of this ad is Hrithik Roshan who manages to do all of the following in the next 3 minutes:

  • Jump off a helicopter riding a bike and land scratch-free on the top of a tall building
  • Break into a karaoke gig (Indian Idol style)
  • Lead a group of bikers
  • Unveil a bike in a dingy garage
  • Flex muscles
  • Practice kickboxing
  • Flex muscles again (not that I am complaining 😉 about this one)

Oh wait..there’s more – rest of the ad is a series of shots of biker groups randomly interjected with –

  • Priyanka Chopra
    1. Shaking a leg looking “fresh” out of the sets of Bluffmaster
    2. Delivering a couple of smashes on the tennis court (apparently Sania refused so they had to make-do with Priyanka)
    3. Carrying a pooja-thali dressed in a traditional Indian outfit with Diwali-esqe background
    4. Finally riding the scooty herself (how I miss her Manjeet act now! sigh!)
  • Irfan Pathan & Virendar Sehwag
    1. Randomly appearing to ensure cricketers don’t feel left out
  • Rajyavardhan Singh Rathore
    1. Managing to hit bulls-eye while riding a bike (maybe he should have tried that in this year’s Olympics for better results…OK, I am just being nasty now)
  • Shots of small towns, fields, school children etc. etc.

[Caution: Strictly opinionated comments follow…OK, maybe this warning should have appeared l’il earlier :P]

So, there it is. If you haven’t already guessed – yes, this ad is a MESS. It desperately tries to make up for lack of creativity by hiding behind celebrities, sfx, grand locations & glamour but in the end fails sadly. In fact, the entire ad is an overkill – too many stars, too long, hell even too many punchlines (3 of them!). Only if it had a catchy background score to carry off the entire chutzpah, it might just have been worth Hrithik’s (sommer)-salt. What a waste.

Time for some objectivity now, here is a table rating this ad on various parameters:

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 2 30
Execution      
Storyline/Screenplay 10 2 20
Music/Jingle 10 3 30
Cinematography 5 7 35
Acting 5 5 25
Duration vs Impact 5 3 15
Cost vs Impact 5 3 15
Recall      
Brand Recall 10 4 40
Ad Memorability 5 2 10
Tagline 7.5 3 22.5
Product Association 5 5 25
Target Audience Connect 7.5 4 30
Entertainment  5 5 25
Claim 2.5 3 7.5
Emotional Appeal 2.5 1 2.5
Total 100   332.5

Weighted Average: 332.5/100 = 3.325 (on a scale of 10)

What’s your rating for this one –