What an Advertise-Meant?

my take on the latest Indian advertisements             

Archive for the ‘Cold Drinks’ Category

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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Pepsi ‘My Can’ Ranbir Kapoor Ad – Part 2

with 10 comments

{Double click to view larger video}

Tagline: None

Agency: JWT

Duration: 30 seconds

First seen: December ’08

Ad Message: Establish the 15 Rs. Pepsi ‘My Can’ offering in the market

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

Frequency: Medium

Description: Ranbir Kapoor continues in his mission for the can and leans on his bed in the hope that the other girl (Pooja Sharma) will give up. She threatens ‘bed pe nahi, bed pe nahi’ just when Deepika Padukone (playing the reel life girlfriend too…yawn yawn) opens the door to find her boyfriend on bed with another girl, slams the door shut as Ranbir looks on helplessly and Ms. Pooja Sharma stands victorious holding ‘My Can’.

[Caution: Strictly opinionated comments follow]

She came, she saw and she let someone else conquer…thunderous applause ladies and gentlemen for you have just witnessed the most innovative, powerful and unexpected idea of all times. I never thought that after the great build-up in the first part, JWT could actually follow-it up with an even more enchanting and befitting ending.

This ad uses the element of mystery so masterfully…err what mystery did you say? Let me explain…you see…the boy is willing to go half-naked on the bed with another girl when his girlfriend emerges out of his apartment’s other room…so, is the guy too brave or too stupid? Now ain’t that a nail-biter. Then there is the peripheral mystery like …why anyone would want to buy this cold drink after seeing the ad? But apologies as I digress to mundane topics, as the super-smart youngistanis are expected to dutifully swoon over Ranbir and Deepika. After all, it must have taken a hell lot of effort to make them look hot enough to take away our focus from the product they are selling (arre ‘Pepsi My Can’ baba). And must say, choosing Deepika to play Ranbir’s onscreen girlfriend, that sure must have taken some heavy-duty creative leaps of faith.

Kudos JWT, as you have just proven wrong anyone who ever believed that advertising is a means to evoke a customer action other than pulling at his hair in disgust.

Now for the ratings:

  Weight Rating W * R
Idea/Innovation/Creativity 15 0.5 7.5
Execution      
Storyline/Screenplay 10 0.5 5
Music/Jingle 10 1 10
Cinematography 5 4 20
Acting 5 5 25
Duration vs Impact 5 2 10
Cost vs Impact 5 5 25
Recall      
Brand Recall 10 5 50
Ad Memorability 5 1 5
Tagline 7.5 0 0
Product Association 5 1 5
Target Audience Connect 7.5 3 22.5
Entertainment 5 1 5
Claim 2.5 1 2.5
Emotional Appeal 2.5 0 0
Total 100   193

Weighted Average Rating: 193/100 = 1.93 (on a scale of 10)

So, how would you rate this one –


Pepsi ‘My Can’ Ad featuring Ranbir Kapoor

with 5 comments

{Double click to view larger video}

Tagline: [Not available yet]

Agency: JWT

Duration: 30 seconds

First seen: December ’08

Ad Message: Establish the 15 Rs. Pepsi ‘My Can’ offering in the market

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

Frequency: Medium

Description: This ad opens with a store shutting down when a guy (played by Ranbir Kapoor) and a girl (played by Pooja Sharma) both reach out to grab the last can of Pepsi. The struggle for the coveted can begins with each of them proclaiming it’s ‘my can’. The girl not wanting to give-up the can ends up in the guy’s apartment and does not give ground even when the guy takes off his shirt. She covers her eyes but continues to hold on to the can. Last shot informs that the story is ‘to be continued’.

[Caution: Strictly opinionated comments follow]

Do us a favor JWT, please don’t ‘to-be-continue’ this one. How on earth could you forget that Pepsi once took potshots at Akshay-Kumar-grabbing-the-last-bottle-of-thumbs-up series by coming up with an ad which proclaimed ‘Pepsi piyaa karo uncle, har jagah milti hai’. Have you heard of the term ‘consistency’? Here is a brilliant article to get you started.

It looks like such a humdrum idea, so very predictable from the very first shot. Moreover, the story has very glaring loopholes – a girl who is ready to barge-in in a strange guy’s apartment (that too at night time; since it was time for the store to shutdown silly!) BUT covers her eyes while he takes off his shirt (mind you, only ‘while’ he is undressing – somehow she is quite comfortable once the process is done).

Again, like the Kareena-Desi-Beats ad, this seems more like a video showcasing Ranbir Kapoor; hard not to notice how brazenly the girl has been ignored – you get to see her face only once during the entire clip.

The only positive thing is that you end up remembering it is a ‘My Can’ ad simply because of the repetition technique used. And yeah, I can see a niche section of teenage-dimwit gals drooling over Ranbir and if they end up buying some ‘mycans’, good for Pepsi.

But definitely not my cup of tea, this ‘mycan’ (and that’s when I have seen only the first part).

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 2 30
Execution      
Storyline/Screenplay 10 1 10
Music/Jingle 10 3 30
Cinematography 5 3 15
Acting 5 5 25
Duration vs Impact 5 6 30
Cost vs Impact 5 7 35
Recall     0
Brand Recall 10 7 70
Ad Memorability 5 6 30
Tagline     0
Product Association 5 6 30
Target Audience Connect 7.5 5 37.5
Entertainment 5 3 15
Claim 2.5 2 5
Emotional Appeal 2.5 1 2.5
Total 92.5   365

Weighted Average Rating: 365/100 = 3.65 (on a scale of 10)

Your rating please –


Limca Fresh Ho Jao Ad featuring Sushma Reddy

with 170 comments

{Double click to view larger video}

Agency: O & M (Ogilvy & Mather)

Tagline: Fresh Ho Jao, Lime and Lemoni

Duration: 45 seconds

First seen: October ’08

Ad Message: Reinforcing Limca as a drink synonymous with freshness, giving the brand a more sophisticated feel

Target Audience: High income group (25+ years) [according to my perception]

Frequency: Medium

Description: Opens with a chic-looking couple waiting by their car and the girl (played by Sushma Reddy) looks bored while the guy (played by Niketan Madhok) is on the phone. The guy then offers the girl a bottle of Limca while holding one himself. Next we see the couple taking sips from the bottle of Limca and splashing water at each other from the car, the steps, the tree trunk and the sidewalk. Last shot shows both of them walking hand-in-hand with their empty Limca bottles and looking visibly refreshed after all the splattering around.

[Caution: Strictly opinionated comments follow]

This commercial has been on air for sometime now but ever since it caught my eye (or should I say ears) I had to write about it. There are 3 things that work for this ad – Music, music, music. Yes, a tune so melodious, a set of lyrics so divine and a voice so sweet you could get diabetic just by listening to it, this ad definitely is a treat to the sore ears. The video is well shot with the couple and the foreign locales lending a pretty urbane feel to the whole ad (which is why the glass bottle struck me as an odd-choice!).

This commercial is of course just a blatant re-implementation of the ‘Fresh ho jao’ idea Limca has been using for quite sometime now. In fact, the beginning of the ad seemed quite lame to me and I kept wondering why they looked so bored to begin with? Led me to think that they could have at least shown the couple stuck in a traffic jam, until of course I remembered their previous campaign with Riya Sen. To an extent, the previous one (featuring a gang of youngsters) fares better with respect to target-audience-connect because it is hard to imagine such an affluent couple grabbing a ten rupee Limca bottle (Diet Coke maybe…but Limca bottle woh-bhi-glass-waali…uhh far-fetched).

So, it’s all been there and done before – the ‘sitting in a car equals boredom’ idea, the imaginary water, the splashing, the drenched people and the freshness afterwards. But, the music…well, that alone is what stops you from flicking channels while this one is on air.

Trivia: The composer for this commercial’s track is R. Anandh and it has been sung by Cara Lisa Monteiro of Phir Dekhiye fame. Lyrics of the song go –

“Fuhaarein, bochharein, nazaaare chura lo na, kuch boondein chura lo na; Thaki si zindagi se, ruki si zindagi se, kuch lamhe chura lo na…; Kuch yaddein, aur sapne, apne chura lo na; Ruki si zindagi se, thaki si zindagi se, raftaarein chura lo na…”

I have this jingle as an MP3 and finally have found a way of sharing it with you all 🙂 Simply click on the link below and enjoy!

Get MP3 here!!!

Update [Feb 14th, 2009] Yes, I managed to record the full song too, and here is the link (right-click and ‘Save link as’ to download the MP3) –

Get Full Song MP3 here!!!

And here goes my rating:

Weight Rating W * R
Idea/Innovation/Creativity 15 4 60
Execution
Storyline/Screenplay 10 4 40
Music/Jingle 10 9 90
Cinematography 5 8 40
Acting 5 7 35
Duration vs Impact 5 6 30
Cost vs Impact 5 7 35
Recall
Brand Recall 10 7 70
Ad Memorability 5 7 35
Tagline 7.5 7 52.5
Product Association 5 7 35
Target Audience Connect 7.5 4 30
Entertainment 5 7 35
Claim 2.5 6 15
Emotional Appeal 2.5 6 15
Total 100 617.5

Weighted Average Rating: 617.5/100 = 6.175 (on a scale of 10)

So, how would you rate this ad?

Sprite Xpress Ghoomo Ghumao Ad

with 26 comments

{Double click to view larger video}

Tagline: Ghoomo Ghumao

Agency: Ogilvy & Mather (O & M)

Duration: 60 seconds

First seen: October ’08

Ad Message: Introducing new 350 ml pack of Sprite Xpress (priced at Rs. 15)

Target Audience: 15-25 years young mobile Indian

Frequency: Medium

Description: Begins with a group of boys snatching away the lead character’s (played by Talha Jamshaid) bottle of Sprite and how with little help from a revolving door, a barbed fence, a stray dog and a mini-van, he not only takes back his bottle of Sprite but also makes sure the group gets a taste of their own medicine.

[Caution: Strictly opinionated comments follow]

Now I have to admit that when I first saw this ad, I was unimpressed and had written it off as yet another thumbs-upkurkure-xtreme-what-have-you inspired ad.  But after a couple of dekkos I am doing a volte-face (just like apna Jet airways CEO) and must say that even though the whole concept may not be earth-shatteringly new but it is a very intelligently shot ad with some crackerjack ‘action’ sequences. The background music is quite catchy and the lead guy’s good looks definitely are icing on the cake.

The tagline uses words ‘ghoomo’ and ‘ghumao’ to convey a feeling of mobility and quick-wit respectively – both synonymous with today’s youth.

Ok, now for what I would change – you see, the last shot shows the lead actor’s girlfriend (played by Sudeepa Singh) asking ‘kahan ghoom ke aa rahe ho?” and the guy replies “ghoom ke nahi, ghooma ke aa raha hoon” – ain’t this somewhat contradictory to the tagline “ghoomo ghumao”? Call me fussy but shouldn’t this be more apt– “ghoom ke hi nahi, ghooma ke bhi aa raha hoon”

All in all, quite watchable while it’s on air.

PS: Considering the popularity of this ad’s background music, I am posting the jingle in MP3 format, go ahead, click on the link below and enjoy!

Get MP3 here!!!
 

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 6 90
Execution     0
Storyline/Screenplay 10 7 70
Music/Jingle 10 8 80
Cinematography 5 8 40
Acting 5 7 35
Duration vs Impact 5 6 30
Cost vs Impact 5 7 35
Recall     0
Brand Recall 10 6 60
Ad Memorability 5 6 30
Tagline 7.5 7 52.5
Product Association 5 7 35
Target Audience Connect 7.5 8 60
Entertainment 5 7 35
Claim 2.5 5 12.5
Emotional Appeal 2.5 2 5
Total 100   670

 

Weighted Average Rating: 670/100 = 6.7 (on a scale of 10)

So, what is you rating?

Written by AsMi

October 21, 2008 at 1:33 pm

Coca Cola (Coke) Diwali Celebration Jungle Boy Ad

with 5 comments

{Double click to view larger video}

Agency: McCann Erickson

Tagline: “Bula rahi hai life, paas jaake dekho; Dilon mein deep tum zara jalaa ke dekho”; little drops of joy

Duration: 60 seconds

First seen: October ’08

Ad Message: Coca-cola’s festive season campaign

Target Audience: Read comments below

Frequency: High

Description: A scruffy little jungle boy is comfortably perched atop his hammock in the middle of the jungle when he sees the firecrackers lighting up the sky overhead. Jungle Boy yells ‘yokangya’, touches a burnt rocket, splashes in a puddle and pouts at the cracker-lit sky again before spotting a red-and-white Coca-Cola truck standing in the middle of the road. He climbs the truck out of curiosity and before he knows it, he has reached the city landing in front of a neighborhood celebrating Diwali. A small girl from one of the families notices the Jungle Boy and calls attention towards him. A guy then offers the frightened J.B. a fuljhari only to frighten him further. Next, he offers him a bottle of Coca-Cola and gestures him to drink from the same. J.B. takes a nervous sip at first but ‘one sip is all it takes’…and he gulps it all down yelling the only word he uses to express every emotion ‘yokangya’ 😉 ! Voila! J.B. is now devoid of any hang-ups and freely dances and prances, manages a step or two of the walk-like-an-Egyptian fare and much merriment from everyone on the scene follows.

[Caution: Strictly opinionated comments follow]

The Good:

This is one of the first few ads on-air currently that make you feel the celebratory spirit of Diwali knocking on your doors. It has some fine-quality camera work and hummable music. And two things make sure you remember it as a Coca-Cola ad – use of the luxurious red-and-white painted coca-cola truck (even though real life versions usually look like this) and showcasing sip-of-the-cold-drink as the turning point or ice-breaking point in the ad.

The Bad:

As a whole, the idea itself leaves a lot to be desired, I for one could not relate at all with this ad and I wonder who the target audience for this ad is? Surely not many jungle boys are watching the tvc feeling ecstatic about their clan’s debut or is it that only jungle boys are yet oblivious of the magic of coca-cola (in which case it is not a very smart move to represent your potential new customers as a jungle boy).

Plus, the assumptions around which the story revolves are one-too-many – jungle boy living close to a place where Diwali is being celebrated (btw, it took him 10-12 years to get there;)), a ‘Coca-cola’ truck stranded in the middle of the road waiting for the boy to hop on, urban well-dressed strangers pretty eager to welcome a rather disheveled character?

Anyway, if I had to alter something in the current ad, I would at least add a last shot – the same road, the same jungle boy…but now intently waiting for the Coca-cola truck to show-up and when it does show-up, J.B. hops inside the truck (maybe places a crate of coke on his head) and dances with an expression of exhilaration on his face!

Bottomline: An ad that probably kids will enjoy (given the Mowgli like central character) and adults will frown-at, a lot of times in the coming weeks; but definitely out-of-sight and out-of-mind material.

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 4 60
Execution      
Storyline/Screenplay 10 5 50
Music/Jingle 10 7 70
Cinematography 5 7 35
Acting 5 7 35
Duration vs Impact 5 6 30
Cost vs Impact 5 7 35
Recall      
Brand Recall 10 7 70
Ad Memorability 5 1 5
Tagline 7.5 6 45
Product Association 5 7 35
Target Audience Connect 7.5 2 15
Entertainment 5 5 25
Claim 2.5 3 7.5
Emotional Appeal 2.5 1 2.5
Total 100   520

Weighted Average Rating: 520/100 = 5.2 (on a scale of 10)

How would you rate this ad –

Written by AsMi

October 13, 2008 at 5:56 pm