Campaign India Team
Oct 21, 2016

Creative Critique: Ad Reviews 19 September to 4 October

Hakuhodo India's Elvis Sequeira and Campaign India's Gokul Krishnamoorthy review ads from the fortnight, while Population First's Dr AL Sharada scans them through a gender lens

Creative Critique: Ad Reviews 19 September to 4 October
Hero 

Elvis Sequeira, chief operating officer, Hakuhodo India (ES): Big on emotion and captures the prevailing mood of the country without being overt. Great connect for the brand. 
GSS: NA
 
 
Gokul Krishnamoorthy, managing editor, Campaign India (GK): Unlike some brands whose association with the Indian Army seemed highly opportunistic post the Uri attack (and attendant surgical strikes), this one was just right. From the brand fit to the treatment. Hero did justice to our soldiers on the border. Respect.
 
GSS: NA
 
Dr Sharada, programme director, Laadli (Population First) (ALS): How nice it would have been if the ad showed citizens saluting women soldiers and women service officers as well...at least in one shot!! Women are also fighting at the borders...they have breached the gender barrier in services. Time we acknowledge it too in our communication. 
 
GSS: 4
 

ES: ​This could have been terrific. There were lovely little insights and pretty decent writing, but the voice casting and delivery (pardon the pun) really drags this down quite a few notches.
 
GSS​: 10. Strong idea and women-centric​ subject.
 
GK: The message #BecauseYouNeedTakingCareOfToo had to come from a caring mother to her expecting daughter. Simple insight. Well taken to market.
 
GSS: 6
 
ALS: Two important messages come out strongly in the ad, one is the unconditional support of the mother to her daughter and the second, the need of the woman to take care of herself and her well being. Both these are sadly not supported by our social norms which often emphasise on the value of sacrifice and self-denial.
 
GSS: 7
 

ES:​I believe this idea achieves exactly the opposite of what it sets out to challenge. Half of the TVC seems strangely familiar -- probably because there was a similar visual execution fairly recently. I felt it tried too hard to be controversial and didn't quite get there.
 
GSS: 5. For trying to challenge norms.
 
GK: Standing out amidst e-Com noise is a big challenge. Standing out by taking on stereotypes is also a challenge today. This one manages both. But taking this forward and making it campaignable appears to be a challenge to my simple mind. If yes, it's hopefully one that brand and agency have considered.
 
GSS: 8
 
ALS: Emphasises diversity, right of people to make choices irrespective of the social expectations and stereotypes. 
 
GSS: 8
 


 
ES: Coke-Nawazi is a terrific thought. ​This script is sweet, but didn't do enough to bring that thought to life. Maybe because the focus was on the celebrity instead of the host?
 
GSS: 5. For not giving the host enough to do
 
GK: Simple story of irresistible taste. With added celebrity flavour that makes it imminently consumable, if not memorable.
 
GSS: 5
 
ALS: Gender Neutral. 5
 
Idea 

 
ES: ​The acting and storytelling are quite engaging. Both characters are well cast. And there is empathy for the older man. But really, this University of Idea​ that hands out degrees and creates internet courses is getting quite tiring. 
 
GSS​: NA. Casting a woman as either of the two characters would have made the TVC creepy and stalker-ish. Yup, try and see it in your head.​
 
GK: Idea seems to be getting back its storytelling magic. A very believable story at that.
 
GSS: NA
 
ALS: Gender Neutral: 5
 

ES: Simple and reiterative. Nice use of a popular yesteryear song. ​​Good solid stuff. Inspirational even.​ 
 
GSS​: 10. Fair balance and positive portrayals​ of women characters.
 
GK: Small steps to a healthy heart, heartwarmingly and catchily communicated.
 
GSS: 6
 
ALS: The ad has a good representation of men and women in diverse contexts and shows women as active participants rather than as being passive by standers or cheer leaders. 
 
GSS: 7
 

ES: ​Did Salman write this script? Or did David Dhawan freelance? If this was the style they were going for, the creative team nailed it. ​​It's exactly like a film done by the duo in the '90s. You laugh with it and at the end you wonder what you just saw. But it works in some mad cheesy Rs 400 crore way. 
 
GSS: 1. For referring to a kilt as a skirt and the risque premise.
GK: Fully elastic, fully funtastic. Brilliant use of the brilliant Salman Khan and his brand of cheeky humour. 
 
GSS: NA
 
ALS: Hmm ...yet another Macho ad with Salman Khan... 
GSS: 4
 

ES: ​​Tries to be warm, almost succeeds in doing so. But it's the smarmy tone that just ruins it for me. Just felt it was too manipulative. Or maybe it's all the horrible stuff you keep hearing about Uber drivers that makes it hard for me to believe the TVC. 
 
GSS: 10. For the clever, confident little girl and the caring dad.
 
GK: Interesting attempt to move the audience and succeeds to some extent. But when you're taking this route, you need to have a full tank. Somewhere, falls a tad short.
 
GSS: NA
 
ALS: Gender Neutral. 5
 
 

ES: This is just advertising referencing itself. Funny to watch. Easy to forget.​ 
 
GSS​:10. Did not reference, portray or depict women​ poorly, or at all.
 
GK: What do you do when you're a late entrant? Mock the category norm of emotional drama and 'care' and simply promise delivery of services. And do it funnily, in a manner that the irony is not missed. This series will be hard to miss.
 
GSS: 5
 
ALS: Gender Neutral. 5
 

ES: ​Seems like old stuff coming out of new boxes. ​Could have been funny. Could have been inspirational. Could have been emotional. Could have been so much better. Could have been any other e-commerce company. No, wait. These boxes are red.
 
GSS: 10. Does not box women into stereotypes.
 
GK: Unbox Zindagi. Take wing. Takes shopping from mundane and deal-led to special and aspirational. 
 
GSS: 6
 
ALS: Once again an ad that talks of fulfilling one’s dreams yet is somehow very gendered with women indoors and the boy outdoors. GSS: 4

 

Source:
Campaign India

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