Campaign India Team
Jan 20, 2017

Creative Critique: Ad Reviews 1-15 January

JWT's Amit Shankar and Scarecrow's Raghu Bhat review ads from the fortnight, while Population First's Dr AL Sharada scans them through a gender lens

Creative Critique: Ad Reviews 1-15 January


Amit Shankar, senior vice president and executive creative director, J. Walter Thompson Delhi (AS): An example of work where competent strategy meets competent creativity. Sound stuff.
GSS: 7
Raghu Bhat. founder director, Scarecrow Communications (RB): When a brand is trying to change a negative perception, the right approach is to first, acknowledge the reality and then supply new information. This campaign does that. The films are crisp and make their point.
GSS: 4 as it shows the stereotype of a scheming daughter-in-law.
Dr Sharada, programme director, Laadli (Population First) (ALS): Tries to use the saas-bahu format of a vicious daughter-in-law and her machinations to build suspense and drive home the point that it is a misconception that the service charges are comparatively higher for Ford …but the comparison sounds too contrived. What is the point in reiterating negative stereotypes of women? GSS: 5

AS: Great to see Ranbir used in a fresh way. The characterisation and drama keeps us glued to the ad, all the while keeping the product context at the centre. And the twist in the tail makes for a memorable story. GSS: 7

RB: A totally whacked out storyline though I thought the plot could have been simpler - as the 'water-proof' paint proposition gets a bit overshadowed.  GSS: 6 as it shows a girl rebelling against the family to follow her heart.
ALS: Once again the woman is shown as incapable of standing up for what she wants…her fate being decided by two men GSS: 4
AS: The Airtel girl with long hair? What? That was a Vodafone ad? 
GSS: 4 - Plump girl, diet talk while showing her gorge on street food, plans of a shopping binge – are we stereotyping women here?
RB: Drawing a parallel between 'food diet' and a 'data diet' is a good idea. But would have done away with the shots of the character stuffing herself with food and drink while talking about her 'calorie-commitment' as it could confuse the storyline. GSS: 7. It shows a girl unapologetic about her life choices.
ALS: Calorie control is more associated with weight control than fitness. Is the ad indirectly reinforcing the calorie consciousness among young women rather than healthy eating habits? GSS: 4
AS: Fantastic imagination meets fantastic execution to conjure up this heady cocktail. And true to Havells’ ad tradition, the product plays a central, heroic role. GSS: 7
RB: Clutter-cutting, enjoyable watching and great execution. The only question mark - One of their main competitors had already created a spot of Hanuman's tail not catching fire, to tell the 'wires that doesn't catch fire' story. GSS: NA
ALS: Gender Neutral.
AS: Kid calls for a “grown-up” service, company delivers. Have we seen that before? Know-it-all kid shows off a product’s features and scores over elders. Now, have we…?GSS: 7
RB: Earnest campaign that convey the features using the time-tested creative device of kids who are wise beyond their years. The films could have been slightly crisper. GSS: 6 (shows a girl going on a road trip with her friends)
ALS:  Once again cars are shown as an obsession of boys…how about creating new aspirations for girls by showing them being more comfortable with vehicles and technology? GSS: 4
AS: Not finger lickin’ good. GSS: 5
RB: Films that will make immediate sense to today's deal-hungry generation.  GSS: 8 (shows women dancing like nobody is watching in public)
ALS: Gender Neutral.

AS: Textbook stuff. Right for an educational campaign. But, do we miss the old SBI ads? I do. GSS: 7

RB: Simple effective films. Tries to create an impact by showing 'unlikely' protagonists as ambassadors of cashless. GSS: 8 (Shows a woman as an early adopter of technology.
ALS: Gender Neutral.
AS: The airline one works well. It’s natural and a true. Superbly shot and executed. But, the others seem to fall a bit flat. Especially after the highs we’ve got from Imperial Blue ads over the years. GSS: 6
RB: The campaign resonates because it shows the truth - about how much men will 'stoop' to impress women. Optional baseline can be - Men will always be cavemen. GSS: Minus 5.
ALS: The tagline 'boys will be boys' reinforces certain gendered perceptions about men and their behaviour vis-a-vis women. GSS: 4

AS: Well-made film that’ll touch the hearts of viewers. But as an advertiser, does it leave you with a clear conscience? GSS: 7

RB: Once upon a time, using visually impaired people was an idea. Maybe the times we are living in, but nowadays it seems like a formula. Superbly shot but don't like intention behind it.
GSS: 7
ALS: Gender Neutral.
AS: Nice prank, captured in a warm way. But, lacks the visual delight that set Cadbury Silk ads apart.
GSS: 8 Only men can bear pain with a smile. Says who?
RB: This is a genre that has worked for Cadbury. Capture charming realistic 'relationship' moments with the the brand at the heart of the interaction. Interesting to note the brand name Oreo on the deep purple of the Cadbury pack.
GSS: 8 (Shows a girl playing a prank) 
ALS: Gender Neutral


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