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BRAND BUSTERS
The following points are the prime criterion for selecting, short-listing and ranking the winning ads in this section:
- Product positioning clarity
- Clinching benefit to the brand
- Presence of a power idea
- Visibility of brand personality
- Expectancy of communication
- Single-minded focus of message
- Reward to the prospect
- Visually arresting
- Painstaking craftsmanship Here’s the 4Ps B&M verdict for the fortnight ended May 22, 2007. First come the print ads, then the TVCs. Ready for a piece of action?
BRAND: Hutch
HEADLINE: “I’m standing at the 107th floor balcony, sipping chai”
BASELINE: Travelling abroad? Tell…………Hutch Home Calling Card.
AGENCY: O&M
4Ps TAKE: It’s summer time, and everyone loves the idea of going on a summer holiday! But, how all of us crave to share the small moments that become stale by the time we are back. Now, Hutch’s Home Calling Cards is cashing in on this very sweet sentiment. The power idea is to lure both business as well as leisure travellers this season into buying Hutch’s recently launched calling card. The USP? This card works with any local phone in 95 countries. The visual is attractive with the Home Calling Card’s picture in black and pink and the white background stands out. The communication is smart and crisp. While the 107th floor denotes a foreign country, the feeling of sipping chai at the balcony is one which needs expression and that’s where these Calling Cards come in handy. The ad tries to draw an emotional connect as its body copy says: Travelling abroad? Tell everyone how it’s going to be with the Hutch Home Calling Card. So, the next time you plan a foreign trip, you know what connects you to home, don’t you?
BRAND: Titan Aviator Series
HEADLINE: Runs on pure courage
BASELINE: Inspired by World War 2 Aircraft
AGENCY: O&M
4Ps TAKE: Here comes an exclusive offering from Titan – Aviator series for those crazy about war movies, fighter planes and of course, history! A headline that says ‘Runs on pure courage’ immediately imparts both, an inspirational and aspirational touch to the brand and successfully builds a powerful connect. The single-minded focus is to present the aviator series as a niche launch, linking it to history. And what’s the range of inspiration for this range? It’s the World War II aircrafts! The body copy gives little info about the product, but that’s only for those who can’t read between the lines. The copy talks about hardened bodies and the die-hard souls and just a bit of thinking is enough to understand that the lines are also describing the product. If the sepia background with the clippings of World War II set the tone, the watch (which is truly breathtaking!) stands out. All aspects bundled together and the ad of this ‘fleet of watch’ surely “relives the rush of flying”! No, we are not missing Aamir this time!
BRAND: Red Tape
HEADLINE: Never allow yourself to be advised
AGENCY: Makani Advertising
4Ps TAKE: Well, we see the three musketeers doing it for Red Tapeshoes this time. The Devil, an Angel and apna Sallu Bhai! It’s the visual that attracts and the headline along with the product that grip later on. Salman rules with his macho body and killer looks complemented by the prettdevil and the angelic face. The communication says it all through a simple advice: ‘Never allow yourself to be advised’ – so what if it’s coming from the Devil or the Angel! Do your own thing, and obviously opt for Red Tape. The ad stands out for its attitude which clearly shows in the headline and is well supported by the visual. And it’s this attitude that catapults this ad from Red Tape to the league of Adidas and Reebok ads. One of the rare ads where a celeb as big as Sallu Bhai is successfully used. Very funky, and rises above the clutter with devilish charm!
BRAND: Green Cove Resort
Body Copy: A beach resort… Come for a month, at least
AGENCY: Rediffusion DY&R
4Ps TAKE: Looking at growing popularity of God’s own country as a tourist destination, the Taj Group of Hotels is now cashing on it. The communication promotes its Green Cove Resort in Kovalam, Kerala and puts forward offerings that are highly irresistible – a four-in-one travel option comprising a beach-side, a hill-station, a backwater escape and a spa resort? All this to hook the lot, which looks out for quality holiday locations within the country, rather than hitting an international spot. The USP? Many actually! The picture in deep blue with a skyline and the pool below is a visual treat and the offerings :the Balinese-styled landscapes, hillside cottages with thatched roofs, a rejuvenating spa, infinity pools, et al, allure greatly. The ad is clutter- free and scores high for clarity in communication and its single minded focus. The reward to the prospect is of course, all the fun and Taj Group’s tag! Time to say, wah Taj!
BRAND: Olympus
HEADLINE: Bring out the colours of shadows
BASELINE:Your Vision, Our Future
AGENCY: Mudra
4Ps TAKE: Here’s a camera that can easily differentiate between a horse and a zebra – intrigued? That’s precisely what the headline of this ad does, intrigues one to read on... Peddling its new 7.1 megapixel camera, Olympus puts forward its Shadow Adjustment Technology (SAT)which enables the camera to detect and brighten shadows instantly... The ad goes into the details of how and in short the product assures a true to life picture every time. The ad is detailed, brings out the product attributes with ease and even mentions the prices. The visual is appealing with the lush-green scenery in the backdrop and a zebra which brings out the USP. The catchy and powerful headline instantly grabs eyeballs. So, stop living in shadows, here’s a chance to be a ‘real-life’ photographer!
Now over to the idiot box!
The following points are the ruling criteria for selecting and short-listing the winning TVC ads: Product positioning clarity; clinching benefit to the brand; presence of a power idea; visibility of brand personality; expectancy of communication; single-minded focus of message; reward to the prospect; visually arresting and painstaking craftsmanship. Here’s a peek into our TVC verdict for the fortnight ended May 22, 2007. Ready to groove?
BRAND: Reliance Communications
AGENCY: Mudra
BASELINE: Discover net connect
DESCRIPTION: A man is leaving for a car rally and is getting emotional as he leaves behind a pregnant wife. Through out the rally, he misses her but thanks to Reliance net connect, he is able to chat with her. He misses her all the more when she doesn’t come online for a while and when she does; she is accompanied by their newly born baby. Overwhelmed, he stops the car, kisses the baby’s picture on the laptop and lets his competitors go ahead. The ad ends with a shot where he’s with his wife and is picking up the kid in his arms while the winners of the rally raise the cup.
4Ps TAKE: This ad of Reliance net connect connects and how! Bit on the longish side, it makes you laugh in some parts and leaves you sad and anxious in others but in the end, one is all smiles. No less than a short film in itself, thead puts forward the ‘buy now cliché’ – Reliance’s network works everywhere and takes the tried and tested emotional route. But, the magic is that the ad doesn’t harp on it and lets its execution speak. The direction and the story board deserve all the accolades which convert an average idea into a brilliant one. The soft and soothing song in the background add to the emotional appeal. The ad scores high on almost all parameters like product positioning clarity, rewards to the prospect, visibility of the brand personality and the backdrop (of the rally) brings out the essence of the network quotient brilliantly!
BRAND: HCL
AGENCY: FCB Ulka
BASELINE:Accepted wherever ...take you
DESCRIPTION: A man gives lift to a young guy who turns on his laptop and makes the man think he’s a ‘computer guy’. The guy actually works for HCL and keeps informing the investment banker that HCL’s technology connects him to the stock-exchange and that its software makes cars safer after he loses control of his car on hearing that the stock market has just crashed. The guy keeps informing him about HCL’s prowess through a gas station, a bank and the country side view. In the end, the guy gets off and points at a chopper which will take him overseas for an international project.
4Ps TAKE: Now, that’s an intelligent ad which is simple, enjoyable and clearly brings out the message – ‘India to across the world, HCL’s technology touches lives everywhere!’ This corporate ad from HCL stands out for its sheer style which is not run-of-the-mill and talks about the various aspects of HCL in a lay man language, something that many technology brands’ communication gives a miss as they can’t resist details. The ad informs about the clinching benefits to the brand with ease and through an employee who can’t stop raving about HCL’s advanced technologies. The personality of the brand HCL is visible through and through. The ad requires attention for the message to sink in but is worth it!
BRAND: Reliance Mobile
AGENCY: Leo Burnett
BASELINE: Rang Barse
DESCRIPTION: A girl is reading a book when her Reliance phone rings and suddenly drops of coloured water fall on the pages. Sooner than later, it starts raining coloured water. Colour is all over – falling from the tin sheds, on the windscreen of cars, even from the green cricket ball. The ad ends with everyone shaking a leg in the rain as the VO says, ‘Ab barsenge rang, Reliance colour phones ke sang.’
4Ps TAKE: Rarely one gets to see sequels of ads and this one is truly a true blue sequel, for it easily takes the viewer back to the prequel -‘Baton baton mein rang...’ Peddling the same features, Reliance gets colourful in a bigger way this time. The ad is well executed and grabs eyeballs automatically. The jingle which has been improvised, ups the fun quotient which automatically comes with rain, dance and colour. All set to lure youth, Reliance offers a fresh range of colourful handsets and a fresher feel.
BRAND: Zapakmail.com
AGENCY: Cyrus Oshidhar
BASELINE: NA
DESCRIPTION: Meet Vishnu who is popularly known as Tubelightwa in the village. The reason: he builds his body day and night and even though he has an awesome body, he is dumb. Tubelighwa gets jitters when anyone talks about computers or e-mail. Wherever he would go, he would spread ‘andhiayara’ and the doctor also confirmed that he is a pahalwan but not buddhimaan. Enter Zapakmail.com which is as simple to use as 1,2,3 and pahalwan becomes buddhimaan too.
4Ps TAKE: This fortnight, it’s Reliance all the way in TVC rankings. At No.1 is Reliance Web Connect, at No.3 is Reliance Mobiles and now its Zapakmail.com – Reliance’s gaming portal which is launching its e-mail facility. Call it the tubelight effect, the ad is funny to the core, every shot leaves one in splits and brings out the core message with finesse. The ad’s power idea is clear – Zapakmail.com is simple to use and any Joe can operate it, even someone as dumb as Tubelightwa. The rural setting defines its target audience, the pace of the ad is racy and the use of village lingo ups the humour factor.
BRAND: ABN Amro One
AGENCY: Publicis
BASELINE: Making more possible
DESCRIPTION: A crowded train, secluded place and enter dacoits. The Sardar leads and chelaas go about snatching anything and everything – a bunch of bananas and even an elderly’s teeth of gold. They stop at a young man who only has an ABN Amro One credit card to offer. The Sardar takes a good look at it and gives him some cash in return as the VO says, “Cash back payiye har kharche par kahin bhi, kabhi bhi...”
4Ps TAKE: Ads like these make one believe that the humour quotient in the country has surely upped. Through a very traditional set up, the ad brilliantly brings out the USP – cash back throughout life – in the way that compliments its tagline– making more possible. The fact that even a Sardar of a bunch of goons knows about the offer, speaks volumes about its reach. It is the execution, the details and the crisp editing which makes the ad stand out. Time to laugh all the way to the bank!
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