What are ads supposed to do? For me, they are just entertainment. I don't think they can actually sell the product; they can just create awareness about the product or the brand or the company.
Lately, the ads have been quite bad. The auto companies have completely lost it, the DTH providers' ads trying to cover the lack of content with star power, skin creams, hair colour... someone please get some sense in these people!
Hero Honda's Desh ki Dhadkan campaign has a Bollywood-ish song (not a short jingle) that tries to link to some patriotic feeling ala Hamara Bajaj, and fails miserably - but do they really think this will sell more bikes?
The DTH providers are even worse. The new TataSky again shows Aamir's talent as an actor, but fails to impress otherwise. Thoda aur wish karo - I wish that I never have to see SRK say that again - will I get this wish if I buy from them? But SunDirect takes the cake! Plagiarism is a serious issue in most forums, but to have such a blatant show on television is not on. Even if it was the same agency (I don't know this), taking the same concept and repeating it for another client within a space of months - what were they thinking? Clearly they were not!
IPL-2 takes advertising to another domain. Monetizing cricket is great, but the in-your-face advertising gets too much at times.
A six is no longer called that - it is a "DLF Maximum". When someone gets out, the commentator does not simply say "he's out", he says "it's a Citi moment of success". The only thing I have to say to this again - what were they thinking? Especially Citi - do they really need to remind the audience every ten minutes about themselves? Are they so down and out that they think nobody remembers them as a success anymore?
Today one commentator chose an "opportune moment" to remind us of all the sponsors. This "opportune moment" was after 11 overs and 1 ball. This after an innocuous single was taken. Why was that moment "opportune"? Can anyone please explain this?
The few ads that I do like - the Nokia ad featuring Priyanka Chopra - yes, I like PriChops, but the ad is quite well-shot.
But the best campaign right now has to be the Vodafone series. O&M had pulled off another stunner with the Zoozoos. But I still can't believe that the Zoozooz are actors with costumes. Still looks animated to me, and I think that's quite amazing!
Just wish there are more Zoozoos and lesser Doodoos in Indian advertising - will DishTV grant me at least this?
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2 comments:
That post has to be the most badly researched piece of writing i have ever read! please get your facts right... and have u ever heard of something called targeting???
IPL-2 was made for advertisers... it is not about cricket... it never was!!!! It is pure entertainment...
And do you actually think companies spend a bomb on advertising without understanding how effective it is and whether it actually works or not? You are not the target market for every ad you see!!!!!!!!!!!!!!!!!!!
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