Kapil Mishra, EVP and ECD, Contract Advertising Mumbai (KM): It spoofs the Diwali ads well but when it comes to connecting with reflex, it struggles for breath. Like Mohinder Amarnath, the run up is quite fast . But when it comes to delivery……. GSS: 5
Gokul Krishnamoorthy, managing editor, Campaign India (GK): Taking on stereotypical festive ads was a brilliant idea. There is also a cogent connect with ad-free viewing that Netflix offers. But the sum of these positive parts do not add up to the potential this one had.
Dr Sharada, programme director, Laadli (Population First) (ALS): Inclusiveness seems to be the theme for this DiwalI with many ads focusing on it... This is a welcome change. However, at times they look a bit far-fetched, classist and contrived and sort of patronising. Festivals are celebrated with a lot more enthusiasm and happiness by the underprivileged groups than the well-to-do.
Netflix: Takes a dig at the dominant stereotypes of relationships projected in the ads to promote itself. Smart communication. GSS: 5
KM: Looks like the kids knew who is sponsoring the ad. Was dirtying the clothes the most exciting idea to celebrate Diwali? But when a detergent talks about the spirit of Diwali, you have no other option.
GK: Well done. As good as always from the brand. And therein could be an issue.
ALS: Very patronising and plays on sympathy by projecting the character of dhobi as one who is sad and lonely... however the images of children lighting sparklers with the security guards and others looks much more plausible and positive. Gender neutral. GSS: 5
Moral: “It’s better to present ordinary in a sublime way, than to present sublime in an ordinary way."
GK: When army martyrs' wives say 'Mujhe Garv Hai', it's hard not to cry. The film could have been made better, but featuring the real heroes, their spouses and their sacrifices more than makes up for it. I do seem to have a problem though, with a non-Indian brand paying this tribute.
ALS: A very sensitive ad where the wives of army personnel are shown as dignified,courageous and self-respecting individuals and not as the victims or losers. The voice over at the end also does not seek our sympathy but states a fact that wins our admiration. GSS: 6
GK: A touch of goodness didn't harm anyone during the festive season. Domestic help seem to be in focus more often these days. And this film featuring an empathetic employer works without being too cheesy.
ALS: A very idealistic and far-fetched situation but a desirable one. Wish we all treat our domestic help and their families with so much grace and openness. GSS: 6
KM: If the connect is about 'greatness in details’ then DHL is easily replaceable.
GK: We know God is in the details. DHL reminds us of the same with some humorous plots. Must rank as one of the better campaigns to leverage a sponsorship in recent times.
ALS: Interesting ad that makes a girl an active participant in discussing sports trivia and not just a passive participant. The portrayal resonates with many urban young women who are equally interested and informed about sports as the young men. GSS: 7