What an Advertise-Meant?

my take on the latest Indian advertisements             

Posts Tagged ‘bates 141

Virgin Mobile ‘Free after first 3’ SMS Ad

with 7 comments

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Tagline: “Think Hatke”

Agency: Bates 141

Duration: 50 seconds

First seen: January ’09

Ad Message: Introducing the new ‘Free after 3’ SMS plan from Virgin Mobile

Target Audience: Young 15-22 years college crowd

Frequency: Medium

Description: The ad starts with a girl having breakfast with her father, as he tells her ‘you are getting late beta’. She suddenly breaks into a foolish grin and says ‘last night kiss was like hmmm…he was awesome yaar!’ as the father nods at her. Next, she is in a college lecture when she gets up abruptly and shouts “Kitna bolta hai yaar, lecture suna raha hai ya lori, feeling so sleepy” and sits down. In the next scene she is sitting in front of a prospective groom who dares to ask “You made this samosa? very tasty huh”. The girl says “God kya dhakkan hai, mom has brought me one more namoona” before switching to a polite “jee thank you”. Last shot shows her in her PJs saying out loud “what am I wearing? Right now..nothing!” The ad ends with a voiceover “Live your sms life, nonstop, national or local send free sms din raat without any bag. Virgin Mobile, Think Hatke”

[Caution: Strictly opinionated comments follow]

Ohh dear, this is where their hatke thinking has gone too far. Unlike any of their previous campaigns which simplistically showed the out-of-box-thinking youth of today and how they are outsmarting the oldies to get their way in any situation, this one complicates things, and unnecessarily at that.

The idea that there is a Dr Jekyll and Mr Hyde in every teenager and it is via the torrential use of smsing that they manage to live a sane life was a good idea to begin with. But not everyone will immediately link the girl’s blasphemous sentences as being the sms’s that are doing the rounds with her friends. Nor did I find the completely nerdy look of the girl (obviously inspired from Ugly Betty or apni Jassi closer home) befitting for getting across the naughtiness of this character.

Moreover, there are flaws in the consistency too (or maybe a case of an editor with extra sharp scissors?)– like why does the father nod in the first scene when there is no reaction from others in the scenes that follow? Why does she add a coy “jee thank you” in the scene with behcara potential groom? If at all, they should have had the girl say something sugary and polite at the end of her ‘real feelings’ in every scene, and that would have gotten across the idea much better imho.

Also, the whole new tariff plan from Virgin that you now have the option of sending 100 free sms’s after the first three paid sms’s of the day does NOT come through. It’s yet another powerful marketing strategy (which hopefully will sail-through inspite of this ad) from Virgin Mobile when you think about it, bang-on with the target audience…but just a glimpse of the logo ‘Free after first 3’ hardly does justice to it.

Now, living up to the trend they have a pretty decent microsite too – www.livethesmslife.com (which is where I got to know the above details about the tariff) with some cute Thumb Asanas to watch out for. But as for the ad, I will remain zara hatke whenever this one is on.

Weight Rating W * R
Idea/Innovation/Creativity 15 5 75
Execution
Storyline/Screenplay 10 1 10
Music/Jingle 10 5 50
Cinematography 5 5 25
Acting 5 4 20
Duration vs Impact 5 2 10
Cost vs Impact 5 5 25
Recall 0
Brand Recall 10 5 50
Ad Memorability 5 2 10
Tagline 7.5 6 45
Product Association 5 2 10
Target Audience Connect 7.5 5 37.5
Entertainment 5 2 10
Claim 2.5 2 5
Emotional Appeal 2.5 1 2.5
Total 100 385
Weighted Average Rating: 385/100 = 3.85 (on a scale of 10)
What is your rating of this ad –

Fiat Linea ‘Stuck’ Ad

with 17 comments

{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 –