What an Advertise-Meant?

my take on the latest Indian advertisements             

Archive for the ‘Cars’ Category

Tata Safari Dicor ‘Reclaim Your Life’ Ad

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{Double click to view larger video}

Tagline: “Reclaim your life”

Agency: O & M

Duration: 50 seconds

First seen: January  ’09

Ad Message: Reinforcing the  Tata Safari Dicor brand

Target Audience: Higher income group (28+ years)

Frequency: Medium

Description: The ad starts with a guy perched inside a tent hanging precariously from a cliff. What follow are breathtaking outdoor shots of snow-capped mountains, beaches, gushing rivers and such (shot entirely in New Zealand), interspersed with the following captions – “If you looked back on your life, what would you remember ? The corner office? The corporate powerplays? The VIP lounge? What would you remember?” The ad ends with a shot of a guy standing besides his Tata Safari Dicor at the edge of a looming cliff as the voiceover says “Tata Safari Dicor, Reclaim your life”

[Caution: Strictly opinionated comments follow]

A compelling idea, one that the target audience can immediately relate with, crafted so beautifully that you bask in pure sensory delight as it unfolds before your eyes, is hard to come by. But when it does, it gives blogs like mine enough raison d’être. The thought that here is a car that will help you do worthwhile things, things that will be worth remembering when you look back at your life, is simply brilliant and brilliantly simple at the same time. And which is why, I am sure each one of us, trapped in our mundane daily-jobs, would feel tempted to do just that…reclaim our life, the Tata Safari way!

Backed by all the right elements in the delightfully subtle execution – awe-inspiring visuals (though I am sure they were Creative Suite’d for perfection), a mystical background score (admittedly similar to the Gladiator theme song) and some masterful copywriting, this ad knocks my socks alright. To top it all is the consistency with which Tata Safari is following the ‘Reclaim your life’ theme, reinforcing the whole new dimension they brought to the core benefits of this product category.

What this means for Tata Safari Dicor is that there will be enough potential customers willing to step in their nearest Tata showrooms and check out how they can go about reclaiming their life. And that’s the good ole’ power of advertising!

And who am I to deprive you from this fantastic background score, so here’s the MP3 – tata_safari_dicor_background_score.mp3 {right-click and select ‘Save Link As’ to download the MP3}. Lyrics go “Life goes by before you know it, can you feel it pass you by?”

Trivia: Here are the details about the people behind this ad (thanks to afaqs) – Creative team: Louella Rebello, Anup Chitnis, Rakesh Pandit, Direction: Adam Strange of Joyride Films (New Zealand), Director of Photography: James Cowley, Singer: Louella RebelloMusic composer: Rupert Fernandes (also behind the Hutch ‘You & I’ song) 

So what would I remember? This spectacular ad, for sure. Kudos to the agency!

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 9 135
Execution      
Storyline/Screenplay 10 9 90
Music/Jingle 10 8 80
Cinematography 5 9.5 47.5
Acting 5 8 40
Duration vs Impact 5 8 40
Cost vs Impact 5 8 40
Recall     0
Brand Recall 10 8 80
Ad Memorability 5 8 40
Tagline 7.5 9 67.5
Product Association 5 8.5 42.5
Target Audience Connect 7.5 9 67.5
Entertainment 5 8 40
Claim 2.5 8 20
Emotional Appeal 2.5 8 20
Total 100   850

Weighted Average Rating: 8.50/100 = 8.50 (on a scale of 10)

What is your rating of this ad –

Fiat Linea ‘Stuck’ Ad

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{Double click to view larger video}

Tagline: “Admiration Guaranteed”

Agency: Bates 141

Duration: 50 seconds

First seen: January  ’09

Ad Message: Introducing the new sedan Linea from Fiat

Target Audience: Higher income group (30+ years)

Frequency: Medium

Description: The ad starts with a guy walking along with his son on the footway when the young boy stops to peek inside a toy shop longingly. His dad manages to drag him away forcefully before he is stuck again at another shop, and then another. Each time the father pulls his son away from the shop, only to find himself stopping in his tracks at one of the shops. Next we see that it is the magnificent Fiat Linea that has mesmerized the father this time, while his son tugs at him in vain. Voiceover introduces ‘The New Fiat Linea. Admiration Guaranteed’

[Caution: Strictly opinionated comments follow]

It came across as what I would call safe-yet-effective advertising – nothing revolutionary as far as innovation aspect is concerned but focused at getting the message across – the message that here is a stylish, good-looking car from the Italian brand Fiat (did you say ‘finally!’?). And though the storyline may be too simple imho, it manages to endear because most men can relate to drooling over their favorite set of wheels. 

There are a couple of other details that I really liked about this spot – the very apt lyrics of the background score (which is quite likable in itself) and the use of the Tata logo along with Fiat when the car is shown revolving in the showcase.

I do feel that for a launch ad, they could have given more emphasis to the “car” with a couple more sneak-peeks of the interiors et al. And yes, they could have come up with a better tagline for sure; ‘Admiration Guaranteed’ sounds pretty familiar if not clichéd.

Even so, I would give this one a thumbs-up for two other reasons – not going the celebrity endorsement way like most other brands in auto sector and not showing the done to death red-car-in-the-uber-green-hills shots. Ok, so the car is still red, but the ad gets a green light from me!

You can download the MP3 for the jingle here – Fiat_Linea_Song.mp3

More trivia about the song and ad (courtsey sonaldabral) – The song for this film is an original composition sung by Clinton . The music directors are Ehsaan and Loy. The film is directed by Prasoon Pandey of Corcoise films and is scripted by Sonal Dabral.

  Weight Rating W * R
Idea/Innovation/Creativity 15 6 90
Execution      
Storyline/Screenplay 10 5 50
Music/Jingle 10 8 80
Cinematography 5 7 35
Acting 5 7 35
Duration vs Impact 5 5 25
Cost vs Impact 5 8 40
Recall      
Brand Recall 10 7 70
Ad Memorability 5 6 30
Tagline 7.5 4 30
Product Association 5 7 35
Target Audience Connect 7.5 7.5 56.25
Entertainment  5 6 30
Claim 2.5 7 17.5
Emotional Appeal 2.5 6 15
Total 100   638.8

Weighted Average Rating: 639/100 = 6.39 (on a scale of 10)

What is your rating of this ad – 

Aveo U-VA ‘Bada Dil Badi Car’ Ad (featuring Saif Ali Khan)

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Tagline: Bada Dil. Badi Car.

Agency: [Need to find out]

Duration: 40 seconds

First seen: October ’08

Ad Message: Reinforce Aveo U-VA car brand, continue highlighting the car’s space as a product differentiator

Target Audience: 25+ years Middle income age group

Frequency: Medium

Description: A red car is cruising on the road in a picture-perfect scene but slows down as the driver comes across a football team stuck in the middle of the road. The driver as it turns out is Saif Ali Khan, stops and asks if there is a problem. The harried football player in turn asks how far the football ground is (quite worried if they would be able reach the ground in time for their game). Saif offers to take them there as the ground is a bit far and assures his car can accommodate all of them. The entire football team jumps in the car, fits in rather miraculously and off they go. Saif comments ‘see, no problem’ to which the footballer smugly says that it will be the local team that’ll be in problem now that they will reach the ground in time.
On reaching the football ground, just as the referee is about to blow the whistle, the entire team rushes to the center of the ground and takes their position leaving the local supporters stunned.
In the next shot, it is the other team’s turn to be bewildered as they notice Saif Ali taking off his jacket and revealing the local team’s uniform underneath. He joins his team line-up and quips “Problem guys?”
[Caution: Strictly opinionated comments follow]
 
This one certainly puts the ‘feel-good’ emotion to good use as the simple narrative leads us to believe that generosity and chivalry are not yet dead. The tagline “Bada Dil. Badi Car.” does full justice to the storyline while emphasizing on the car’s best feature – ample space. It also earns extra points for being consistent with previous ‘there’s room for everyone’ campaigns.

It’s good that the word ‘incredibly spacious’ has been used while describing the car; cause with just one player seated in the front, the idea that around 8-9 more are seated ‘no-problematically’ at the back is well, just that…’incredible’.

And I have to ask Saif: what’s with the hairy look? I mean there might be a rare breed of exceptionally talented bearded footballers, but you are neither a footballer nor exceptionally talented. So, please please please make that extra effort to look like one next time. 

It’s a nice ad minus Saifu’s excess hair of course.

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 7 105
Execution      
Storyline/Screenplay 10 7 70
Music/Jingle 10 5 50
Cinematography 5 7 35
Acting 5 6 30
Duration vs Impact 5 7 35
Cost vs Impact 5 7 35
Recall      
Brand Recall 10 8 80
Ad Memorability 5 7 35
Tagline 7.5 7 52.5
Product Association 5 8 40
Target Audience Connect 7.5 7 52.5
Entertainment  5 7 35
Claim 2.5 6 15
Emotional Appeal 2.5 8 20
Total 100   690

Weighted Average Rating: 690/100 = 6.9 (on a scale of 10)

What’s your rating for this one –

Written by AsMi

October 18, 2008 at 11:11 am