COntinuing on my campaign against unnessary use or reling on Bollywood hero, here is one ad that has got nothing to with Abhishek Bacchan. When they used P-Diddy for Pepsi truck ad they really used his image in the ad. Here we could have used Amir Khan, Sharukh Khan, or any one else. The 2 crore spent on Abhishek could have been spent on shooting with a world clas director.
JWT loses to Ogilvy here who rely more on strong ideas. Look at Hutch, Perfitti and fevicol.
Here is the ad.
ANOTHER AD THAT DID NOT NEED BOLLYWOOD HERO.
Moderators: kikikikikiki, diptanshu, Dalbir
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TruthHurts
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ANOTHER AD THAT DID NOT NEED BOLLYWOOD HERO.
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- At this our guy changes the plan and announces, “We are going to Ooty!”
As the group sets off for Ooty now, the VO plays, “Ford Fiesta. Go Fida.” - ford_fiesta_29052006_5.jpg (5.09 KiB) Viewed 5534 times
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- They all set out for their destination in their Ford Fiesta cars following each other.
Arriving at Goa one of them tells our guy that he does not have a swimming costume. - ford_fiesta_29052006_3.jpg (6.83 KiB) Viewed 5534 times
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- The film opens on a group of friends who decide to go to Goa by air.
But one of the guys tells them his choice of traveling by train instead. - ford_fiesta_29052006_2.jpg (5.65 KiB) Viewed 5534 times
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Pencil_Girl
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dustyparticle
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why? what do binny-uncle, fifi-aunty and bunty-bhaiya care about 2 crore worth "world class directors"? the ad's not supposed make us pat ourselves on our backs and preen everytime it flashes on tv, it's supposed to sell the goddamned car to the above mentioned people. in this country, it works like that. like it or not.
Sorry Dusty. This chalta hai attitude (quoting you "in india it works like that") will be the end of Indian creativity (not talking about just advertising).
Abhishek will never beat lalitaji. Shahrukh will never be able to compete with Hutch dog, and Sania will never surpass Pandeji (or yadavji, in the naya ghaar, nai biwi paint ad) and i am not really in the Indian scene but I am sure there are other examples as well.
There could be exceptions where you have celeb endorsement, but turn on the Tv and every second end is has an actor/actress.
What is the differentiator when you wanna buy a Ford Vs a Hyundai? The actors?
The problem is some of us are too goddam lazy to actually come up with a brand vision, and long term strategy for the brand. Which is why in our myophic worldview we turn to Bollywood. The consumer is not stupid.
Abhishek will never beat lalitaji. Shahrukh will never be able to compete with Hutch dog, and Sania will never surpass Pandeji (or yadavji, in the naya ghaar, nai biwi paint ad) and i am not really in the Indian scene but I am sure there are other examples as well.
There could be exceptions where you have celeb endorsement, but turn on the Tv and every second end is has an actor/actress.
What is the differentiator when you wanna buy a Ford Vs a Hyundai? The actors?
The problem is some of us are too goddam lazy to actually come up with a brand vision, and long term strategy for the brand. Which is why in our myophic worldview we turn to Bollywood. The consumer is not stupid.
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dustyparticle
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k um dalbir, let me reword my argument, brain had become foggy.
this it how it works. there is no long term strategy, differentiating idea for a brand in most cases. what do you think then, will work better for the brand? pumping in 2 crores behind a "world class director" (who you choose only because you can drop his name at some nightclub and score some chicks) to make a good looking brain dead ad or buying the charms some greasy bollywood star to grab the fickle attention of your unfaithful audience?
you cannot compare these idea-less, strategy-stripped ads to hutch/lalitaji. these work on an entirely different socio-eco-psycho-whatever-logical model. consumers may not be stupid, but more often than not they are gullible to the charms of an abhishek or priyanka chopra. this ad might not make them run out to the nearest ford (or was it hyundai? ehehe) but then tell me, did the nai biwi paint ad make people run out and get bucketloads of that paint? and how many consumers today remember what brand of paint he was selling?
these unfortunate celeb ads are quickies in the indian market, and given the paramters they are bound by, we have to admit they do perform, for whatever limited period. and surprisingly, only we advertising janta have such strong feelings towards them. your everyday on the road roti kapda makan desi doesnt give a shit.
and laziness? man, we'll need a serious level of genetic engineering to get rid of that from our desi blood.
this it how it works. there is no long term strategy, differentiating idea for a brand in most cases. what do you think then, will work better for the brand? pumping in 2 crores behind a "world class director" (who you choose only because you can drop his name at some nightclub and score some chicks) to make a good looking brain dead ad or buying the charms some greasy bollywood star to grab the fickle attention of your unfaithful audience?
you cannot compare these idea-less, strategy-stripped ads to hutch/lalitaji. these work on an entirely different socio-eco-psycho-whatever-logical model. consumers may not be stupid, but more often than not they are gullible to the charms of an abhishek or priyanka chopra. this ad might not make them run out to the nearest ford (or was it hyundai? ehehe) but then tell me, did the nai biwi paint ad make people run out and get bucketloads of that paint? and how many consumers today remember what brand of paint he was selling?
these unfortunate celeb ads are quickies in the indian market, and given the paramters they are bound by, we have to admit they do perform, for whatever limited period. and surprisingly, only we advertising janta have such strong feelings towards them. your everyday on the road roti kapda makan desi doesnt give a shit.
and laziness? man, we'll need a serious level of genetic engineering to get rid of that from our desi blood.
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encyclomedia
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hellooooo? i thought selling the product was the job of the Sales Department?did the nai biwi paint ad make people run out and get bucketloads of that paint?
And I thought the job of advertising was to BUILD the brand?
how much of brand bulding is happening today? how many AEs can drwa a brand whell on their brands? After seeing the Abhishek Bachchan Fiest Fida ad, whats the core brand essence you draw?
Or to be more specific, whats the difference in core brand essence from the Aiswarya Rai (whistle) Coke ads vs the Shah Rukh Khan strips babe (Sapera) ad ?? Arent the Logos interchangeable?
the truth is we are now into a new pahse of advertising. Its based on 'clever ideas' NOT brand building. EVEN today, a Volkswagen ad has a DISTINCT tone of voice which carries forward from print to TV. I think the ultra Glamourous Awards Nights should now focus NOT on clever ideas, but on effective brand building and consistent tone of voice and Unique creative strategy etc.
As for Top Of Mind, some of the most memorable ads HAVE NOT HAD CELEBRITIES.
Lalitaji (why discount it?)
Liril
Hutch Doggy
Ericsson ad (can you get me some coffee?)
Cadburys (kuch khaas hai)
Bausch and Laumb print work (Trikaya Grey, "She had the most pretty eyes I had never seen?)
Rivolta print work (Contract Mumbai, with Inder Mohan Sudan, fabulous casting, fabulous photography and layouts)
Maggi : Bas Do Minute
Tata Steel : Ispaat Bhi Hum Banate Hain
and so much more.
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encyclomedia
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'Pumping in 2 crores behind a "world class director" (who you choose only because you can drop his name at some nightclub and score some chicks)' - Dusty
Sorry, bad argument. I think dropping the name of Abhishek bacchan will get me a 2 cent chick in a night club. Who gives a too-hoot for Gondry, Tarsem or LittleX in India? I also do not blame the agency guys, it is the celeb hungry brand managers who want autographs for their kids and can name drop bollywood stars in their social circle that we sometimes have no choice but to use celebs.
And really the consumers do see the difference in a well executed ad. Advertising is an Art and we are in it because we love it. So if I have a chance to spend 2 crores on Tarsem why not? At the end of the day it will only lift our creative standards.
And again, even if they use a local director, imagine they can have more airtime and because of massive savings from not using a celeb. That means more ROI, more TOM....
Sorry, bad argument. I think dropping the name of Abhishek bacchan will get me a 2 cent chick in a night club. Who gives a too-hoot for Gondry, Tarsem or LittleX in India? I also do not blame the agency guys, it is the celeb hungry brand managers who want autographs for their kids and can name drop bollywood stars in their social circle that we sometimes have no choice but to use celebs.
And really the consumers do see the difference in a well executed ad. Advertising is an Art and we are in it because we love it. So if I have a chance to spend 2 crores on Tarsem why not? At the end of the day it will only lift our creative standards.
And again, even if they use a local director, imagine they can have more airtime and because of massive savings from not using a celeb. That means more ROI, more TOM....
Jhatka Advertising - The Bollywood Way
Dalbir, I couldn't agree more, but the problem really is that brand vision and long term strategy seems to be dying with a dying breed of people.
With large companies often being directed to focus on band exposure rather than brand building, creative teams seem to have found a quick avenue in being able to use bollywood puppets to dance to their tunes for a couple of crores and expose the brand to the vulnerable masses.
Yet what they forget is that it s not the vulnerable masses that go buy the fords, the hyundais or the benzes. That core segment is educated enough to balance their needs against jhatka advertising. Plus, what about online - online research has become one of the biggest resources prior to making a hefty investment and you don't have the likes of abhishekh tooting his horn on your laptop screen.
Time to bring back ideas, concepts, strategies and tactics, ammalgamated into a central long term campaign strategy. Good to see some people here still believe in the essence of it.
With large companies often being directed to focus on band exposure rather than brand building, creative teams seem to have found a quick avenue in being able to use bollywood puppets to dance to their tunes for a couple of crores and expose the brand to the vulnerable masses.
Yet what they forget is that it s not the vulnerable masses that go buy the fords, the hyundais or the benzes. That core segment is educated enough to balance their needs against jhatka advertising. Plus, what about online - online research has become one of the biggest resources prior to making a hefty investment and you don't have the likes of abhishekh tooting his horn on your laptop screen.
Time to bring back ideas, concepts, strategies and tactics, ammalgamated into a central long term campaign strategy. Good to see some people here still believe in the essence of it.
Ekdam Chakkas Bidu!!
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dillikatau
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Desi Funk, you are partially right. Brand Managers are all becoming shortsighted with short term vision, hence relying on Bollywood heros which even their boses would glee over. Sir, naye campaign ke liye Abhishek Bachan ko shoot kar rahe hain'. But the probelm is while it may get a little bit attention but only temporarily.
Take cars for example. They are not really bringing values in India. Most of them bring old models in India while even in SRi Lanka they will have the latest models. In India every happening guy would drive a Honda City, but for that price you get a sexy Volvo S40 in Europe. Thing is when you have not much to offer you rely on celebs. Would Merc, BMW, Audi use desi Celebs? No way. Which is these A class cars still run international mutations. I bet if Maruti ran simple funny ads like VW Polo in India people would still buy it.
