Tuesday, November 09, 2004

Telly Tamasha Nov 9, 2004

> Saw a really nice ad the other day but mistook it for an ad for a diamond; instead it was for SBI Insurance. But hey you diamond dudes, listen up for this fantastic tag line you can grab.
An elderly woman is at her sewing machine. Her husband walks up to her and shows her a newspaper ad:
Husband: 'Is this what you keep secretly admiring?'
Wife: (takes a look) "Ya"
Husband takes out a box that looks like a ring box and says 'see, I got it for you. It's a special occasion for people like you and me who love each other. I think they call it Valentine's Day.'
Wife takes a look at the ring and says: 'Are you mad, it must be expensive, why did you buy it, go return it. At this age where am I going to wear jewellery?'
Husband: Why, how does the diamond know how old you are?" (makes her put it on). the rest is about how money should not come between love. So go for insurance.

To me the last line (arrey, heera ko kya pata tumhari umar kya hai) is such a big, huge, potent idea that diamond sellers should immediately latch on to. I know my grandmom has put all her jewellery away in a packet and given it to me for safekeeping. I know a lot of women get on in years and then start putting away their jewellery because they don't feel right in being 'dolled up'. "It's not our age to dress up anymore" is the common refrain. So here's a brilliant chance to reposition mindsets. The diamond doesn't know how old the wearer is, neither does its brightness diminish if the wearer is 20 or 90, and it still achieves the same result whatevere age you may be. Till now, a lot of ads in India have been focused on the 'you don't have to wait for marriage or a husband to get your first diamond, buy it with your own salary etc it's now affordable'. Also, I think it's time to now go for the other end of the spectrum, the post 60 who have also stopped buying diamonds. With precisely this plank.

> During random surfing, I find myself getting horribly confused between Star One, Sahara One and Zoom. I'm not myopic or hypermetropic or whatever it was and I can differentiate their logos thank you; it's just that the content of their programming is so similar. Stupid shows for god knows what age group residing in which city? Or maybe I'm just older and above their target age group. Which means whoever is readint this blog will totally identify with what I'm saying. A friend smsed me the other day to ask what CID was (read his blog on it) and why he thought it was a ridiculous show. Told him it's one of Sony's longest-running successful shows and the idea for Sony's other similar show called Saakshi (something like Alias the Jennifer Garner one on AXN) probably came from this. And now, Star One has launched Special Squad. All of you who got glued to TV way back in the NYPD Blue days should see it, bet it's a lift. That also reminds me, Star One has named so many of its shows in English; it probably thinks that helps in the relatability factor to young Indians. So you have Special Squad, Family Business (The Godfather meets Karishma meets C grade underworld Bollywood flick), Hotel Kingston, Guns and Roses and the worst of the least, He Man (a datign show where women get to hoot and vote for their He Man from a group of seven-eight sad men doing The Full Monty meets the Indian Idol on stage. They sing, they dance, they even do aerobics onstage (some women may want to know, after all, how athletic they are) and the show is hosted by Shekhar Suman and Shwetha Menon both of whom are just horrible. To add to the kewl factor, Suman goes to the female DJ on the console and attempts to gyrate in rhythm a la MTV Grind. I almost threw up. As far as Star One goes, I am placing my bets on Instant Khichdi (a remodelled version of Khichdi with the same cast; a show I would recommend for its superb acting and high quality writing) and on Sarabhai vs Sarabhai (a bit like Tu Tu Main Main). You know whay I think these shows will do well? Both have good seasoned actors. While Khichdi has Supriya pathak and the rest of the cast, Sarabhai has Satish Shah and Ratna Pathak Shah (no, not Satish's wife but Naseer's wife and Supriya's sister) and reminds me a bit of the days of Yeh Jo hai Zindagi and Rajni and so on.

> Zoom has totally zipped, sapped and zoomed itself off my remote. Absolutely no reason tow atch it except for Kamal Sidhu, just to see what she's picked up in her sabbatical.

3 Comments:

Blogger writer-in-egg-style said...

Whether it lacks zip, zap or zubtlety, Zoom aint turnin people pink, that's for sure.

Brick-bustin success---no Wall St kind, this, though---takes scroes biggah an 'em you see in them ads.

09 November, 2004  
Anonymous Anonymous said...

Nice observation. Yes, advertisers need to pay attention. Diamond advertisers could go the Western way or the Eastern way. In the former, they could take inspiration from Neil Diamond's 'Forever in Blue Jeans', which incorporates all the themes the campaign needs. In the latter, they could use this extract from a recent article on Indo-Chinese relations by Amartya Sen: "The first printed book in the world (or rather, the first printed book that is actually dated) was the Chinese translation of an Indian Sanskrit treatise, the so-called 'Diamond Sutra', which was printed in China in 868 AD."

A creative person's job is to unite the two.

11 November, 2004  
Blogger Diamonds Center said...

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14 January, 2006  

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