Wednesday, November 30, 2005

Another one of my ads blogs

 The SBI campaign. Everyone’s going ga-ga about the Chimanlal Charlie ad and the papad belna ads. I agree that the ads have been executed well (slick, and quite funny, especially the name Chimanlal Charlie) but their entire campaign revolves around hedging bets on what SBI does and doesn’t do. This sounds like the entire country right now has nothing better to but place bets on what SBI offers – be it around the locker room, or across a pub sharing a beer… Their original campaign (the hoarding one) revolved around ‘Surprisingly, SBI,’which acknowledges that most people don’t know how broad their network is and how many accounts they have and what they offer. So suddenly in the second stage they assume that there are so many knowledgable people out there who are actually placing and winning bets on what SBI does… Weird. Plus, I think ‘SBI. Surprised?’ works better than ‘Surprisingly SBI’. That said, the ad for SBI Insurance where the two elderly sisters undertake a long train journey to go meet their brother Chhotu on his birthday is very sweet. It celebrates the fact that you may get older but that doesn't mean you have to give up on your dreams. You can still do the things you did when you were younger. I had said on this blog some time ago when I saw an ad for diamonds, about an elderly man gifting his wife a diamond. When she resists, saying she is too old for it, the man says, 'how does the diamond know your age?'

 I like the tea ad (I think Wagh Bakri) where a girl and boy are locked in a room (arranged marriage scenario) and the girl announces that she’s not interested in an arranged match. So in a sweet little twist, it’s the boy who serves her tea and seduces her senses (smell, taste, look) and the two engage in a sweet tease play (of course to the eavesdroppers it sounds like something else). Nice. Makes the Tina Munim-Rajesh Khanna number (‘shaayad meri shaadi…. Chai pe bulaya hai’) quite redundant. Soon the boy will be inviting just the girl over and in the metros he’ll be this living alone type who will be well-versed with the kitchen and will serve her tea. What fun! I personally love guys who can cook. I think it’s fantastic. Can’t imagine that there are still guys out there who can’t turn on the stove, just like I can’t imagine women who don’t know how to drive. Hate to be that dependent.

 Where is my favourite Fastrack ‘orgasm’ ad disappeared to? Hey you guys, put it back on or come out with something better. That reminds me I think the Aamir Titan ad (buying a gift for his mom which the girl in the shop thinks is for her) is again quite cool. Why do celebs have to be pillars of virtue and goodness in real life? They don’t. They can be normal.

 Can’t decide if I like Aamir’s Innova ad. I like the soundtrack and it’s nice to see all the different Aamirs interacting with each other. It also drives home the point that this guy takes so much care to build a distinctive look for each movie (and this is pre-DCH days) that you can actually look at him and know in an anstant which movie the character is from. Can you do the same for SRK or Salman? I don’t think so.

 Totally hate that pen ad ‘I’ve got the power’ where Amar Talwar is chairing a board meeting and temporarily loses contorl over his limbs the minute the pen is placed in his hands. He then proceeds to do a stupid jig in the table. These ads should be banned. Pathetic. Just shows how idiotic the ad is; it has overshadowed the brand so heavily that I can’t even remember it.

 There’s something about the Mastercard ad (natkhat saiyan, dushman duniya), the one where the naughty young couple is trying to steal some moments together… I can’t put my finger on it but it makes me smile. Maybe it just endorses the silly stereotype of the madly-in-love couple who can’t get their hands off each other post-marriage… Of course now pre-marital sex isn’t that big an issue (Shhh… shouldn’t say this after what happened to Khushboo).

 The colas haven’t come up with anything brilliant in a long time. Coke’s ‘sar utha ke’ is OK. Doesn’t do anything for me, because I haven’t thrown my head up like that and had a cola from a bottle in years. There are glasses and cans. Plus Mumbai anyway doesn’t have that heat where you just have to have that Coke. On top of which I’ve never been good at glugging Coke without taking a breather. It’ll probably come out of my nose or something. Yuck!

 Tell me if you’ve seen any new, good ads lately. I’d love to dscuss them.

23 Comments:

Blogger writer-in-egg-style said...

"Brands reinforce and challenge our foundational notions of the real. Brands fix and focus our search for meaning, as we parse our seeking across the institutions of culture." -- John F Sherry, brandthropologist.

Here follows a brand-word random association exercise in which I shall just give a single word response (which need make no sense) to each of the ads you talk of in this derilicious blog:

SBI:agefree

Wagh:freeroar

TitaN:Oh

Innova:midsecret

anony-pen:ismightier

MasterCard:priceless

Coca-Cola:uNreel

01 December, 2005  
Blogger writer-in-egg-style said...

Have you seen the latest half-page ad for Chicago GSB? The Economist, Nov 26, page 93.

"One day, you'll have to calculate the value of a distant prospect." is the headline. Visual: a Copernican astronomer looking into the nightsky through a telescope.

The copy is terrific too, assuring "long-range vision" and "razor-sharp judgment", apart from an "intense" and "exhilarating" experience at Univ of Chicago Grad School of Business.

Now, the shift in orientation to the CONSUMER has been likened to a Copernican revolution in business perspective by all those holding aloft the "business is marketing" standard. So far so good. The egg argument (since April 1999 at least) is over the consumer as a human being and just that (as Human League sang in their anthem number), and all its implications. A distant prospect. But valuable.

01 December, 2005  
Blogger journeylist said...

I kindov like the new ad for a bank...this is pathetic brand recall but i cant for the life of me remember which one (centurion? united?). the "ik chhota sa mann udd chala" one. nice jingle.
i totally agree with you on the pen ad. another one ad i totally detest is the new manikchand one... national pride and everything is fine but astronauts, miss universe, hollywood directors chewing manikchand on their mission is a bit much.

02 December, 2005  
Anonymous Anonymous said...

Ok to tlak about ad from a year back ?

02 December, 2005  
Blogger GSB said...

Hey Journeylist: I saw the ad too... with the thought balloons, and I especially looked out for the name because I had read your comment, but believe or not, I have forgotten the brand!

Anon: Sure, go ahead and discuss it. If you remember it from a year ago, then it must be worth something!

05 December, 2005  
Blogger writer-in-egg-style said...

Marketing is Empathy

06 December, 2005  
Anonymous J Walter Thumpsom's ghost said...

Anyone out there remember Pepsi "mange more" with the chap in the cricket stadium overturning his cheering placard to ask for a niner instead of just a sixer?

That, ladies and gentleman, is memorable advertising if a little cheeky for our culture commissars. They say creativity comes from taking an upside look at the world. I still look out for niners.

06 December, 2005  
Blogger GSB said...

Hey JWT: I remember that ad. In case you do come across any niners, let us know!

07 December, 2005  
Anonymous mcann-erecsson said...

JWT, writer, good posts. Cola watchers are never bored.

Coca-Cola Blak, the new coffee cola to be launched French first, is a terrific idea and it has already signalled a rennaissance. At last Atlanta is doing some real thinking (hyuk hyuk).

Tab for women? An intriguing idea as well. Depends on how the brand concept is put forth etc.

09 December, 2005  
Anonymous JWT said...

So, McCann Liril Erecshun, will it be now? Or still McCann Cola Erecshun?

We wait with bated breath.

Writer, by the way, whats your take on Clinic's black-thread unravelling spot featuring Bips and John Abe?

06 January, 2006  
Anonymous kerry said...

This comment has been removed by a blog administrator.

11 January, 2006  
Blogger GSB said...

Hey JWT, sorry for the delayed response but that ad with bips and john didn't d anything for me. if they were tryign to be naughty with the unravellign thread, hinting at some physical intimacy, then what's new? these two have never hidden their relationship. nothign cute, nothing sexy, no insights. doesn't work.

11 January, 2006  
Blogger synapseaxon said...

This comment has been removed by a blog administrator.

14 January, 2006  
Blogger GSB said...

Hey Synapseaxon/Srivatsan,
It's OK, we all go weak-kneed at beautiful art/poetry/music/dance. That's the power of the arts. And yes her voice is amazing, which is why that's the first thing I wrote about the ad. It's the most distinguishing feature (the ad has no dialogues, no need for it). I remember it largely for the song, and like songs stay in your head and play out afterwards, this is one ad that stays in my head and plays out afterwards. I think her voice has also been used in a new Alto ad featuring Aditya Hitkari. Check it out and let me know if it's her.

17 January, 2006  
Anonymous Anonymous said...

Nice blog. Alan Seal's book "red" is art or no?

13 May, 2006  
Anonymous Anonymous said...

I rather like that pen ad. The oldie dances very well!

24 June, 2006  
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