Coca cola’s kindly avtar
Advertiser: Coca Cola
Baseline: “Haan mein crazy hoon”
Agency: McCann Erickson
4Ps B&M Take: Coca Cola and McCann Erickson collect random acts of kindness in this very charming communication at the beginning of a brand new year. The irresistible stories are characterized as seemingly ‘crazy’ in today’s cut-throat environment where selfish overrules selflessness every moment in our daily lives. The big idea is to celebrate do-gooders who bring a smile on the face of strangers through their little acts of kindness. So a girl on a bicycle does random high fives with strangers hailing a cab for themselves; a pooped Santa finds that some do-gooder has left a bottle of Coke to help him get rid of his tiredness; a young man feeds stray dogs and a diner offers the restaurant doorman a bottle of Coke for his efforts. The concept is a carry forward of Coca Cola India’s positioning as ‘little drops of joy’ since 2007 – an effort in raising the corporate brand image of the beverage major which had taken a heavy beating then due to some controversies. But the response to this ‘happiness’ positioning was such that Coca Cola has never let it go since then. This latest campaign simply wows in aptly re-emphasizing Coca Cola’s brand recall during these biting winter months – when the mere thought of gulping down a cold drink sends shivers down the spine. Feel-good execution and the foot-tapping jingle ‘Haan mein crazy hoon’ only add to the appeal of this one to the Good Samaritan who hides deep in every heart
Snacking like a Diva
Advertiser: Snickers
Baseline: “Hungry? Grab a Snickers”
Agency: RK Swamy BBDO
4Ps B&M Take: Does hunger change your personality? Likely, eh! Well, then this commercial has been designed specifically for you and millions of others who share a similar fate. The concept is of course borrowed from a global campaign for the Snickers brand, but is thankfully not botched up as some other local versions of global campaigns have been. The biggest eye catchers for this commercial are of course Rekha and Urmila Matondkar – both yesteryear stars who had not been seen for quite some time on the small screen. Take the glamorous Rekha for instance, who was not much of a brand endorser even during the hay days of her acting career. She is simply looking stunning in the ad and has done a fantastic job of mocking her own diva image. The storyboard revolves around three young boys on their way to a cricket game in a car. One of the boys at the back starts throwing temper tantrums (taking the physical form of Rekha) but gauging that his mood swings are a result of his empty stomach – his friend offers him a bar of Snickers in a bid to control the hunger. The boy returns to his original form no sooner than he takes a bite of the chocolate bar. The message? Hunger changes the best of people and grabbing a Snickers bar is the best way to get rid of that growling tummy. Smart message and slick execution of the film by Jab We Met director Imtiaz Ali adds to oomph factor of this distinctively over-the-top advert. Hungry, anyone?
BLUETOOTH’S GODLY AVATAR
Advertiser: Volkswagen
Baseline: Das Auto
Agency: DDB Mudra Group
4Ps B&M Take: This section usually steers clear of commercials for four-wheelers because of the predictable pattern they follow. Most carmakers either come up with adverts that showcase their snazzy interiors and plush exteriors or go on a rampage about their fuel efficiency. But once in a while, there comes an ad that goes out of its way to create that most essential emotional connect with the consumers. Volkswagen’s latest commercial supremely lands itself into the latter category. A mother is waiting in the car to pick up her child after school. On the kid’s arrival, the mother informs him that the child must finish his homework by himself that evening as the parents have to go out. To warn the child of repercussions, she tells him that god will punish him otherwise. The cute kid looks up with a sullen expression and says that god does not have the time to bother with him. Expecting this answer, the super mom immediately plays out a voice on Bluetooth from her mobile phone (obviously a pre-planned strategy). The voice reverberates on the car’s Bluetooth device and says ‘I am busy son, but I am sure I can take some time out to come punish you’. The stunned expression of the child at hearing ‘god’s voice’ in his car is worth every penny spent on this communication. The message: that the Volkswagen Polo now comes with a Bluetooth devise, and other features. Perfect choice of models and the light dose of humour make this one worthwhile and memorable.
