What an Advertise-Meant?

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Posts Tagged ‘who’s your daddy now

Pepsi Youngistaan ‘Baap’ Ad

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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)

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