An Ad is a product of painstaking craftsmanship. Various elements, ranging from positioning of the product, clarity of the idea behind the product to visibility of the brand, its persona and the power of communication have to be intelligently weaved together. But while some ads manage to rewrite preset creative benchmarks, some go the wrong way, fall by the side & fail to excite viewers. In this section, we review three Ads that came out tops, for the right and the wrong reasons this fortnight.

smart-asses or cheaters?

Pepsi India
Baseline: Mauke Pe Chauka
Agency: JWT

4Ps B&M Take: Pepsi has come up with a new twist to its ‘Change the Game’ brand campaign this summer and they are calling it ‘Mauke Pe Chauka’. This time they have introduced a football based TVC for the first time in India. But the cricket is not far behind - with Dhoni, Virat Kohli, Suresh Raina and Harbhajan Singh playing ‘stars’ in this film yet again against Chelsea’s Didier Drogba, Fernando Torres and Frank Lampard. So the three footballers enter the grounds and one of them picks up a bottle of Pepsi. Kohli, Bhajji and Raina – who are sitting poised as if to guard every bottle – take back the bottle saying that if the Chelsea guys want Pepsi, they had better play ‘our’ game – obviously cricket. Then ensues some amazing footwork by Drogba, Torres and Lampard – who volley the ball towards the stump and eventually dismiss Kohli. But Dhoni – who plays wicket keeper – suddenly raises his head and says ‘No Ball’. Of course, the footballers are flummoxed and ask him the meaning of the term. Dhoni says: ‘No ball, means no Pepsi’ and the cricketers burst out laughing. Why? Please don’t ask us. The challenge apparently was for the footballers to play the game – and not win it – in order to earn the Pepsi. And if the cricketers were supposed to look smart for tricking the Chelsea players out of their bottle of Pepsi – they didn’t! This is not to say that the ad itself is a washout. It’s not. Leave the cut and paste job that comes out (clearly, Drogba, Torres and Lampard’s scenes were shot somewhere else and pasted on the Indian scenes), it’s a nice attempt at combining two sports (and respective celebrities) that the Indian youth may idolize. In other words, if only brand recall was the objective of Pepsi, then they’ll more or less succeed in their attempt if the ad is repeated ad nauseum. For everything else, there’s Mastercard...
Compare at your own risk

Nokia Lumia
Baseline: Blown Away by Lumia

4Ps B&M Take: Nokia seems to be running out of ideas to promote its new Lumia smartphone. In the latest campaign, an all dolled up Priyanka Chopra throws a challenge to another girl to verify if there is any smartphone which can compete with her Nokia Lumia 800 and win. The race is to update the word ‘challenge’ on both Facebook and Twitter simultaneously to establish which of their smartphones upload faster. But come on. Does it really matter? If you are habituated to your phone, have good connectivity and quality apps – any smartphone can do that job for you. Anyway, the girl obviously comes in second with Piggy Chops beating her to the task on hand. QED: Nokia Lumia 800 is ‘faster’ than any other smartphone in the world. Even the storyboard is a throwback to the ‘Surf ki kharidari mein hi samajdhari hai’ Lalitaji days. Hardly smacks of any ingenious bursts of creativity. Comparative advertising is good. It has also worked well for some brands in the past. Remember Complan and Horlics, Rin and Tide? But wake up guys. This is the 21st century. 24x7 influx of media has made consumers so cynical that they even read ‘’news’ with a pinch of salt. Blatantly comparative ads like this one may get you the temporary eyeballs – perhaps even a few ‘lucky’ trial consumers – but they’re not going to ever get you frenzied sales of the iPhone variety.

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Source : IIPM Editorial, 2012

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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