The Youth are watching
Advertiser: The Hindu
Baseline: Behave yourself India
Agency: Ogilvy India
4Ps B&M Take: About a year ago, The Hindu had released an advertisement on Indian politicians. This one simply builds on that. The latest ad is another reminder of the rot which has crept into the system, but told in such a manner that it leaves you infused with hope for the future entrusted in the hand of India’s capable Gen-Next. The commercial begins with a man sitting in his living room surrounded with newspapers, mobile phones etc. He is shown behaving in the worst possible manner with his mother, his servant, and just about everyone who comes into contact with him. The man’s teenage daughter who is watching the unfolding saga is perplexed. She asks her mother if something is wrong with her father. The mother, in a matter of fact manner states that nothing is wrong – that the father is merely getting prepared for the budget session of the Parliament – implying that he is gearing up to behave in the most abominable manner in what is regarded as the supreme lawmaking body of the country – which is the Parliament. The message at the end of the TVC – Behave yourself India. The youth are watching – is what makes the break or make difference in the TVC. Ever since Gandhian Anna Hazare’s graft crusade caught the imagination of India’s middle class and the youth, advertisers have built a slew of TVCs around a similar theme with the youth demanding a change in the system. This one hits home ground simply because it delivers a succinct but stern message to the netas to behave themselves – because the youth are watching, judging and eventually will have the wherewithal to do away with them because they just don’t identify with this brand of politics anymore.
Snapdeal = Savings
Advertiser: Snapdeal
Baseline: Bachatey raho
Agency: DraftFCB+Ulka Advertising, India
4Ps B&M Take: This festive season Snapdeal is celebrating the constant race amidst consumers to score good deals and discounts and they communicate this effectively to their present and potential consumers by coming up with a campaign that showcases the lengths that people go to in order to get the best value for money deal. So there is this urban, seemingly well off couple in a plush, top-notch jewellery showroom. The husband wife duo apparently looking at some beautifully crafted neckpieces to buy. Just as the two seem to have settled on to potential buy, the wife asks to have a look at another piece on display, much to chargin of the stiff-upper-lip salesman. But hey, the moment the salesman turns his back on them, the wife immediately brings out her smartphone and clicks a picture of the set in front of them. The salesman, who has been alerted to such tactics deployed by many consumers, freezes and the expression on his face is classic. Of course, he knows that the showroom pays handsomely to his jewellery designers in a bid to retain exclusivity of its designs – but the design has been captured on camera now right under his nose. The next shot is of the couple sitting at their local jewellers’ store – haggling with the lala to replicate the design caught on their phone. The consumer insight is fantastic – primarily because many have already done/ or have at least thought of doing similar stuff to get a designer piece replicated for themselves at a lesser cost. Likewise, the brand identity of ‘Bachatey raho’ on snapdeal.com also gets reinforced in the consumer psyche. And the best part, you can’t help a smile creeping upon your face at the innocent cunning displayed by the disarming couple in the jewellery showroom. A smile won, is half the task done, right?
Live the magic!
Advertiser: Club Mahindra
Baseline: Make every moment magical
Agency: Law & Kenneth Communications
4Ps B&M Take: The vacation ownership brand Club Mahindra now has a brand new identity, complete with a vibrant new logo. The change is being communicated with three brand new TVCs and a 360 degree digital campaign. But since this space is reserved for them, let’s talk about the TVCs here which are designed to celebrate magical moments in life. The underlying theme to which the brand stakes claim to of course is that Club Mahindra gives you the most magical moments in your life. Shot in different resorts owned by the group, all the three TVCs are designed to touch the heart one way or the other. The first of the TVCs is at one of the Coorg resorts of Club Mahindra where a family of four is seen enjoying their vacation bathing elephants and making their moments magical. Club Mahindra’s new logo – a symbol made up of four hearts coming together in cool shades of blue, yellow, orange and green – have been beautifully integrated within the ad. Each of the four hearts floats around in the different scenes to come together at the end of the TVC. The second TVC captures romantic moments between the same couple during a Kathakali performance at a different resort. But it is the third TVC, which has even the grandparents included in the vacation, that touches the heart most. The involvement of the grandkids in the lives of the grandparents and the sheer happiness on the family’s face as they all play a cricket match together is what many nuclear families of today miss out on. In a sense therefore the TVC capitalises on the sense of family and magical moments they spend together to reinforce its brand identity. Overall, a smart campaign with its hearts (remember the new logo) in the right place!
