What an Advertise-Meant?

my take on the latest Indian advertisements             

Archive for the ‘Mobile Phones’ Category

Airtel Little Boy & Toy Phone Ad

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Tagline: “Issi vishwas ko banaye rakhe, humara atoot network”

Agency: Rediffusion Y&R

Duration: 60 seconds

First seen: February ’09

Ad Message: Reinforcing Airtel as being trustworthy, seamless service provider

Target Audience: Middle-higher income 25+ years subscribers

Frequency: Medium-High

Description: The ad starts with a mother rebuking her small boy and saying that he won’t be allowed to go out and play today. The boy is made to sit in a corner as he longingly looks out of the window at other kids playing. He then grabs his toy phone and sneaks out of the room to climb up to the rooftop. Once alone, he places an imaginary ‘phone call’ to his dad and complains to him saying that since you are not here mom scolded me and that he should call up mom and scold her in turn. When he gets back in his chair, his mother gives in and says that he can go out and play once he finishes off his milk. Hearing this, the little boy brightens up and says “Dad had called, right?” as the mother walks away smiling. The boy jumps with joy as the voice over follows “aaj ek vishwas hai ki hum apnon se door nahin, issi vishwas ko banaaye rakhe, humaara atoot network

[Caution: Strictly opinionated comments follow]

Just when you had thought that the cute-kid-factor had been done, overdone and then overdone some more in the ads these days, here’s another one in the same space. But guess what, this has been done well enough to bring a smile on your face. “Aap mummy ko daantna”, now haven’t we all said these four words as kids at one time or the other hoping that our appeal in the higher court (aka Dad) would be heeded to. This is exactly why this spot manages to strike a chord, and powerfully so.

What I also liked was the subtlety of this one – no ‘real’ phone calls happened and yet the idea of reliable and trustworthy communication with your loved ones was beautifully conveyed. It fares much better than the previous Shreyas Talpade ad and yet carries forward the same “emphasis on relationships” theme of Airtel ads. It has been shot really well, whether it is the hung clothes or the stuck kite, the essence of a lazy afternoon in an apartment society has been captured perfectly. The cast ofcourse does full justice and the kid is undoubtedly the show-stealer.

Only improvement areas: the ad could’ve been edited better to make it crispier enough for repeat dekkos and no offense, but I’m now waiting for the day when Airtel will get Rahman to compose them another iconic tune/background score to move on to. 

Go Airtel, you got the recipe right this time – a boy + a toy = lotta joy!  

  Weight Rating W * R
Idea/Innovation/Creativity 15 8 120
Execution      
Storyline/Screenplay 10 8 80
Music/Jingle 10 6 60
Cinematography 5 8 40
Acting 5 8 40
Duration vs Impact 5 7 35
Cost vs Impact 5 8 40
Recall     0
Brand Recall 10 8 80
Ad Memorability 5 8 40
Tagline 7.5 5 37.5
Product Association 5 9 45
Target Audience Connect 7.5 8 60
Entertainment 5 8 40
Claim 2.5 8 20
Emotional Appeal 2.5 9 22.5
Total 100   760

Weighted Average Rating: 760/100 = 7.60 (on a scale of 10)

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

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Airtel Voice SMS Shahrukh-Saif-Kareena Ad

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Tagline: Add emotions to your messages

Agency: Rediffusion DY&R

Duration: 45 seconds

First seen: October ’08

Ad Message: Introducing new Voice SMS service from Airtel

Target Audience: All Airtel subscribers (15+ years age group)

Frequency: High

Description: Saif says to Shahrukh “I miss you so much. It hurts” in the balcony, inside the shower, while working-out until SRK gives him a punch and Saif blurts out the line in considerable pain and touché – it is promptly recorded by SRK and sent as a voice sms to Saifu’s girlfriend Kareena who incidentally (who would have guessed?) is pretty mad at him. But the agony-laden voice of the poor boyfriend missing her badly puts a smile on her face as the signature Airtel tune plays in the background.

Voiceover introduces new Voice SMS functionality from Airtel that allows subscribers to put emotion into their messages.

[Caution: Strictly opinionated comments follow]

Well, the ad keeps you on the edge-of-the-seat when you watch it for the first time trying to figure out what these infamous-two are up to and you do end up having a good laugh at the unexpected ending. It is also well-cast with SRK and Saif’s notorious image working in favor of the ad.

But imho…it’s a good idea gone woefully wrong in execution. For starters, it was only while listening to the ad for the third time that I could make out the ‘IT HURTS’ part of Saif’s line (& I am still wondering what SRK says once he is done recording!!? Any guesses?). Really now, Saif you need to work on your tallafuz miyaan (said Javed Akhtar ishtyle). Next, the emotion “hurt” has been taken ever soooo literally…to an extent that Saif sounds more constipated than heartbroken in the end. In fact, he fares much better the very first time he says it (maybe he actually feels it more that time, remember Kanta behn anyone 😉 oops sorry…that’s just the mean-me!)

Ok, now if I had my way, I would rather show Saif in tears while chopping onions (or some such) and SRK records Saif’s tear-jerkingly delivered line ‘I miss you so much. It hurts.” Frankly, it would gel much better with Kareena’s delicate smile in the end and the melodious Airtel tune that plays in the background. I mean the way Saif currently sounds, I would be seriously worried if I were in Kareena’s place 😉

Trivia: The other girl playing Kareena’s friend in this ad is Pooja Ruparel, best known for her role as Chutki in DDLJ.

 

  Weight Rating W * R
Idea/Innovation/Creativity 15 7 105
Execution      
Storyline/Screenplay 10 6 60
Music/Jingle 10 5 50
Cinematography 5 5 25
Acting 5 5 25
Duration vs Impact 5 6 30
Cost vs Impact 5 4 20
Recall      
Brand Recall 10 5 50
Ad Memorability 5 5 25
Tagline 7.5 3 22.5
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 4 10
Total 100   565

Weighted Average Rating: 565/100 = 5.65 (on a scale of 10)

How did you like this one –

Moto Yuva A810 Sabko Bana Daalo Ad

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Tagline: Sabko Bana Daalo

Agency: Ogilvy & Mather (O & M) [Need to confirm this one]

Duration: 45 seconds

First seen: October ’08

Ad Message: Introducing new product offering from Motorola, communicate product features

Target Audience: Young college going crowd (15 – 25 years age group)

Frequency: Medium

Description: A sharp-voiced professor’s lecture about the electromagnetic field in point-to-point communication is interrupted by a Nerdy Student (apparently the only one paying attention in the class). He cries out ‘Sir’ as if he is armed with a question only Mr. Einstein can answer, but only scratches his head and goes on to say ‘Ok, sir’. This is repeated a couple more times and by now even the ‘doing-everything-but-studying’ class is puzzled. The professor tries to carry on with the lecture patiently and even appreciates the N.S. with “Clever boy, he got it without explanation” (albeit little sarcastically). The N.S. finally gives a look of satisfaction and even stretches his hands with a victorious expression.

The last shot then shows that the N.S. had in fact been sketching the professor’s profile face and so had to interrupt him again and again for his preferred pose. The voice-over introduces Moto Yuva A810 handset’s draw and scribble, email and MMS features and ends with the ‘Sabko Bana Daalo’ tagline (a price tag of Rs 7499 is also flashed on the screen).

[Caution: Strictly opinionated comments follow]

This ad rides on the element that rarely goes wrong when used properly – humor. It has a simple yet strong idea with the surprise ending that never fails to bring a smile on your face.
It connects with the target audience bang-on considering that it’s a reasonably priced internet-ready touchscreen phone (that being the latest fad in mobile phones) well positioned for the Indian yuva-population. Rather it will be easy for most of the viewers to relate to the settings of this ad – I mean everyone who has been or is going to a school or college would be able to recount a boring lecture where doodling is the only respite 😉

Even the execution is brilliant – whether it’s the perfectly cast actors (the professor & the N.S.), the uninterested class’ background or the professor’s exceptional sketch in the end, all the elements culminate in an ad poised to help sell many A810s!

Trivia: The Professor is teaching ‘Derivation of the Paraxial Wave Equation’ as revealed by the opening line.

 

  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 8 40
Duration vs Impact 5 7 35
Cost vs Impact 5 8 40
Recall      
Brand Recall 10 6 60
Ad Memorability 5 8 40
Tagline 7.5 6 45
Product Association 5 8 40
Target Audience Connect 7.5 8.5 63.75
Entertainment  5 7.5 37.5
Claim 2.5 8 20
Emotional Appeal 2.5 6 15
Total 100   696

Weighted Average Rating: 696/100 = 6.96 (on a scale of 10)

What rating would you choose for this one – 

Written by AsMi

October 14, 2008 at 2:51 pm