Campaign India Team
Jan 03, 2017

Creative Critique: Ad Reviews 1-15 December

Ashish Khazanchi and Gokul Krishnamoorthy review ads from the fortnight, while Population First's Dr AL Sharada scans them through a gender lens

Creative Critique: Ad Reviews 1-15 December

Pampers

Ashish Khazanchi, managing partner, Enormous (AK): First up, I think it’s really heartening to see the norm in the country moving up. All the ads out here have something interesting to say, some say it better than the others, but every single one does make a point. This inventiveness of both, sometimes the product and sometimes what is being said about it, probably needs a celebration of sorts.

The Pampers film is relevant and in step with the times. Interesting platform and I'm sure lots can be done with it.  GSS:10.

Gokul Krishnamoorthy (goks18@gmail.com), consultant - editorial and branded content, ex-managing editor, Campaign India (GK): It does take two. We didn't need research to tell us that. And the film spells out the message with warmth. GSS: 6

Dr Sharada, programme director, Laadli (Population First) (ALS): An appealing ad that projects the increasing involvement in child care. The men are shown as being spontaneous and comfortable with the children and it's tag line 'it takes two' beautifully conveys the message on  joint responsibility of both parents in child care and nurturing. GSS: 8

Titan Sonata ACT

AK: Very interesting product innovation. Very relevant for the times when more and more women are out there creating a place for themselves in the society. Challenging the normative behavior all the time. Nicely enough, the ad does that in a manner that is more empowering than as a purveyor of dark things that the stepping out may bring.

GSS: 9. One female in the list of names that the girls rattle off as the guardian angels could have made it even more progressive maybe.

GK: Rides the spirit of women exploring new horizons. Also casts a glance at those egging them on, and others caught in hubris. The role of the brand in empowering women to go further is perfectly apt in this case. GSS: 7

ALS: Focuses on young women and their aspirations in the context of an insecure environment and is quite inspiring.  GSS: 6

Bajaj Avenger

AK: For me a real beautiful piece of communication. Took a topical issue, which by itself may not really be novel as an idea, but then crafted a real engaging tale around it. I like the way the ad builds up and reaches a high point. It is relevant and would surely resonate with most bikers. 

GSS: I would say it is neutral. Theoretically the ad could possibly have highlighted a guy and a girl both, but that would be playing to the gallery and would have lost the soul of a solitary wanderer. 

GK: Timing. The Feel-Like-God joy is akin to perfectly legitimate and private wealth hidden away in a biker's getaway haunts. Most of these films are visually brilliant. This one is, too. It also has context when declarations of wealth aren't forthcoming. GSS: NA

ALS: Gender Neutral. 

HP Deskjet

AK: Fun ad and fairly sticky. Delivers the product promise in a single-mindedly memorable way. GSS: Neutral

GK: Funny. Makes the product proposition obvious. I don't think they set out to make something never made before, but for the category this is more than good. GSS: 5

ALS: Gender neutral.

Axis MF

AK: Good product innovation. Very relevant. Any salaried person is likely to remember. GSS: Neutral 

GK: I made an effort to listen to the film as if it were a radio spot, with my eyes closed. Worked just as well. Or perhaps better. GSS: 4. For the Anarkali.

ALS: The ad provides equal screen presence to men and women in an office context though it gets very stereo typical when it comes to how men and women plan to spend their money. GSS: 5

Domino's

AK: Use of social influencers in mainline ads to promote the wares. Interesting. Doesn’t necessarily hit the sweet spot (pun?) desirability-wise, but does make one take note.
GSS: 7. Confident females in roles that requireof them to act as equals to any.

GK: Foodie heaven. Nicely done. GSS: NA

ALS: Gender neutral.

Idea

AK: I think Idea really gets it. They have never used 4g as a way to get blistering speeds or incredible downloads, but data as a means of liberation. Whether it is from being taken advantage of (no ullu banaoing) or as a generator of employment and newer avenues. The cost of data is directly offset by the liberation (and not entertainment) it affords. 
 
GSS: 10. A progressive young woman as a change agent. Wonderful.

GK: Another in the Idea series. This one reminds me of the earlier standout Idea work. Almost there. GSS: 6

ALS: So far fetched and unconvincing!!! Though it does show a young woman as a change maker. GSS: 5

Snapdeal

AK: The service taking advantage of the current cash crunch. A large volume of e-commerce would naturally depend on COD’s and therefore may have been under severe threat. GSS: Neutral

GK: An online sale can be quite boring in an ad on screen. These films are exceptions. Slices of life are viewed in the context of the less-cash India, before the sale is pitched. Full marks for the feel-good brand of humour employed. GSS: NA

ALS: Stereotypical to the core. GSS: 4

Bajaj V

AK: I think what V did last year, has been among my all time favourite campaigns from anywhere in the world. The most inventive Indian advertising has ever been. This series, while it is nice, asks the question of digital content, which has been asked of offline advertising all the time. Is the content just nice or differentiated enough. Does it not tread on territory made familiar by the likes of JSW and several others. Or are the shares and likes metrics enough. 

GSS: 10. The Vijaylaxmi story is really inspiring.

GK: This is perhaps the most powerful piece of branded content I have seen in 2016. That it follows through on the most innovate brand launch of the year is befitting. Invokes pride in 'Invincible' India - and Indians. GSS: NA

ALS: Wow...what an inspiring and invincible Indian!!! By presenting the Bajaj V to her, the brand has broken the gender stereotype that bikes are meant only for men and have recognised the contribution of women to the country. The bike actually becomes a symbol of the protagonist's grit, strength and conviction. GSS: 8

AK: Interesting product, fairly interesting ad.  GSS: 7. Progressive

GK: How does one portray different kinds of craving, when one has to do it so very often? Cadbury brands have their task cut out. And yet, they seem to deliver more often than not. This Fuse spot blends the right bit of fun with the taste premise, in an unlikely setting.  GSS: NA

ALS: Gender neutral.

Source:
Campaign India