What an Advertise-Meant?

my take on the latest Indian advertisements             

Posts Tagged ‘max new york life

Max New York Life – Train Ad

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Tagline: “Karo Zyaada ka Iraada”

Agency: Prasoon Pandey (Corcoise Films)

Duration: 60 seconds

First seen: October ‘09

Ad Message: Spreading awareness and reinforcing the need for Life Insurance Plans

Target Audience: Middle-higher income 30-35+ years

Frequency: High

Description: The ad opens with a harried middle-aged couple looking for their son’s seat in a train. Frantic-Father locates the seat, rebukes the cute-girl-destined-to-share-the-compartment-with-his-boy for hijacking their berth with her luggage, locks the boy’s luggage, garlands him with the key and cautions him to not get down while the train is moving (all this before you can even say ‘bechaara’!). Meanwhile, concerned-mommy has managed to throw in precious nuggets of advice like ‘koi kuch khaane ko de to lena mat’, ‘har kisi se baat mat karna’ while glancing sideways at the harmless girl before she drops the final bomb – ‘Gande underwear alag rakhna’. And just when the boy is even attempting some damage-repair by the meek ‘My Papa loves me a lot’ utterance, here comes the clincher. Papa-dear thrusts forward a packet from the window and goes ‘Kele! Kha lena’ while mommy coos ‘Pet saaf rahega beta’.

[Caution: Strictly opinionated comments follow]

Now this ad is one of the reasons ‘strikes a chord’ phrase must have been invented. A brilliantly thought situation, a brilliantly worded script and a brilliantly well-fitting cast and you’ve got yourself a winner! The situation is your quintessential Indian-parents-seeing-off-iklauta-offspring scene – something that each one of us has witnessed at one time or the other. Some days as the girl and (unfortunately) some days as the boy 😉 The dialogues are delightfully earthy and the entire cast does a hundred percent justice – whether it is the I-am-in-charge Daddy (played by Vipin Sharma of Taare Zameen Par fame), the doing-what-she-can-to-put-off-the-cute-girl Mommy, the compartment boy (earlier seen in Virgin Mobile train ad) and the supremely cute girl trying her best to feign ignorance of the drama unfolding in front of her.

However, that there is no obvious connection between the ad spot and the service being sold is just too obvious to go unnoticed this time. We may all remember this ‘gande-underwear’ ad, but how many of us will remember it as a Max New York Life Insurance ad? Now only if Prasoon Pandey had waited for the right mobile services company (or some such) to endorse this gem of a creative, it would have totally scored a home run. Having said that, the ad indeed is so impactful that in the end, Max New York Life may just benefit a tad-bit in terms of recall! Kudos to this genuinely humorous and well-executed ad after a long time!

PS: Thanks to the Indibloggies nomination in the Best New Indiblog of 2008 category, I am motivated enough to get back to my blog. Keep visiting everyone! Love – AsMi.

  Weight Rating W * R
Idea/Innovation/Creativity 15 9 135
Execution      
Storyline/Screenplay 10 9.5 95
Music/Jingle 10 8 80
Cinematography 5 9 45
Acting 5 10 50
Duration vs Impact 5 8 40
Cost vs Impact 5 9 45
Recall     0
Brand Recall 10 6 60
Ad Memorability 5 9 45
Tagline 7.5 8 60
Product Association 5 2 10
Target Audience Connect 7.5 8 60
Entertainment 5 9 45
Claim 2.5 9 22.5
Emotional Appeal 2.5 9 22.5
Total 100   815

Weighted Average Rating: 815/100 = 8.15 (on a scale of 10)

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