Campaign India Team
Nov 21, 2016

Creative Critique: Ad reviews 20 October to 2 November

Contract Advertising's Kapil Mishra 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 20 October to 2 November

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.
 
GSS: 5
 
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. 
 
GSS: 5
 
GK: Well done. As good as always from the brand. And therein could be an issue. 
 
GSS: 5
 
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
 
 

KM: Cause:  Sublime. 
 
Communication:  Ordinary.
 
Moral: “It’s better to present ordinary in a sublime way, than to present sublime in an ordinary way."
 
GSS: 5
 
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
 
 

KM: There was an opportunity for at least three four brands to jointly make this film. That would have shared the cost and would have given the same excellent results. 
 
GSS: 5
 
GK: I can't remember seeing this good a piece of work for ghee. 'Colours of food, flavours of life' comes alive on screen, while simultaneously making the viewer salivate. 
 
GSS: 5
 
ALS: Focuses on various hues of relationships but leaves men out of the kitchen totally!!! GSS: 4
 
 

KM: Thou shalt not take two leaps. 
 
GSS: 5
 
GK: Warmth, in the right festive spirit. 
 
GSS: 5
 
ALS: A very sensitive ad that focuses on inclusiveness. Gender neutral. GSS: 5
 
 
 
KM: Cute and funny. That’s it. Not a penny more. Not a penny less. 
 
GSS: 5
 
GK:  It's hard to keep doing this. But guess what? It just seems to be getting better.
 
GSS: 5
 
ALS: Gender neutral. GSS: 5
 
 

KM: What I couldn't understand is whether the father’s solution was bizarre or smart! You can easily change the story on the same example and say that the people who think for future ……
 
GSS: 5
 
GK:  One size doesn't fit all. Relevant analogy, point well made, builds on the brand's 'Jaanoge...' platform. 
 
GSS: 5
 
ALS: The ad is very men-centric with the woman having no voice or say in the matter. GSS: 4
 
 

KM: Chaliye aap bhi ek Diwali ad kar leejiye. 
 
GSS: 5
 
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.
 
GSS: 6
 
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: A nice, romantic film. Fresh.
 
GSS: 5
 
GK: When you stop minding the product placement and start rooting for the couple to get together, you know it's a winner.
 
GSS: 7. It's a relationship of equals. I like the nuance that she's the one taking off and not the other way round. 
 
ALS: Gender neutral. GSS: 5
 
 

KM: If the connect is about 'greatness in details’ then DHL is easily replaceable.
 
GSS: 5
 
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. 
 
GSS: 6
 
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
 
Source:
Campaign India

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