.jpg&h=570&w=855&q=100&v=20170226&c=1)
Pranav Harihar Sharma, ECD – West and North, Rediffusion Y&R (PHS): I watched these ads just 50 per cent.
Gokul Krishnamoorthy, managing editor, Campaign India (GK): It would be unfair to judge this without experiencing the play of technology firsthand. That said, a wonderful gesture from the brand, and it has been communicated with just the right amount of positivity and passion.
Dr Sharada, programme director, Laadli (Population First) (ALS): Gender Neutral.
PHS: I watched this ad once. It is a disappointment! Building the tank of a bike with metal of a legendary warship is a great product idea. But sadly the communication, in this case the TVC, is nothing more than an AV. The customary background voice over with visuals on the screen is the first idea one can think of. That first idea is executed here.
GK: This brand (V) has the inherent right to invoke the Indian armed forces. After all, it has infused in it metal from the INS Vikrant. ‘Everyday pride in being Indian’ is a very powerful stance. I do feel that with all that this in its favour, the film could have been more powerful.
ALS: Like many other ads focusing on patriotism this too is absolutely men-centric with token presence of women. The ad thus totally undermines the contribution of women to the country.
PHS: I watched it thrice. Not because I couldn’t understand these but because I loved the detailing! These are a director’s films. And he has done a great job here. Casting, look, editing and expressions... everything is bang on! Though the first commercial is better than the second one, I love the girl in the second one. She delivers a punch.
GK: The premise of shopping as a means of appeasement and atonement has been used before. But this one clicks beautifully as it communicates ‘Endless Variety’ through ‘Endless Ways Out’. The execution is light, and just right.
ALS: All misdemeanours of men would be forgiven by wives if allowed to engage in binge shopping!!! How stereotypical can we get?
PHS: I watched this ad once. One, because it's long. Two, because I got the point. Three, there is nothing to watch again. No repeat value except the song by Piyush Mishra. Performances are good. Music is great. That’s it. It fails to take viewer to an emotional level. The storyline is linear and there are no golden moments here. It begins on a good note and stays there.
GK: Makes the world notice the work being done at the grassroots by the brand, with a humane story.
ALS: A confusing ad where the antagonism and disapproval of the father is unexplained.
PHS: I watched this ad twice. Not because I loved it but because I couldn’t believe this is a Cadbury ad! (pinch! Oh! Yes it is real!)
GK: The poignancy of the plot is lost in the glitter and clutter of celebration. Perhaps intentional, but without the plot it leaves one with a “Haven’t we seen this before?” feeling.
ALS: Hmm...one of those traditional stereotypical ads focusing on a family celebrating together with women being silent in the background and men in the forefront.
PHS: I watched the ad once and got it. No, not the ad but the motive. So the brand here is trying to sail in two boats. Trying to ride the army bandwagon (as per the overall national sentiments) and exploiting the festive occasion, Diwali. I was just thinking that why can’t this be the story of a hostel between a junior and a senior. If as a plot army is used I would like to see a more relevant storyline and not a generic one with army as a backdrop.
GK: Takes the brand’s wonderful message from last year forward, while moving the scenarios from homes to workplaces.Makes you want to change something. Hopefully for Pepperfry, it will be furniture.
ALS: An implausible ad...where do Service officers have the freedom to choose branded furniture for their homes and offices? The choice of army officers as protogonists appears forced. However, the tag line Kuch badal ke dekhiye has the potential to urge men to break the stereotypes.
PHS: I watched this ad twice. Because its different. Unique. Girls posing like Goddess Durga is a very strong visual. It's striking and effective. It's refreshing than those ‘girls looking into the camera’ ads. I wish the situations in the film would have been more edgy and fresh, which would have given the ‘Durga pose’ a sharper context.
GK: There is a Durga in every woman is such a powerful statement. Kudos to Orient for its bravery. The film reiterates that this inner Durga has to come to the fore for women to brave the world.
ALS: Good sweep of different working women indicating there is a Durga in each one of us who is struggling and fighting for our space, entitlements and rights. However the execution does not touch the heart of the viewers.
PHS: I watched this ad for 3/4 time as I guessed the ending. This makes me say that its a regular ad, with regular storyline, regular actors and regular direction. We regularly come across these kind of ads and these have become wallpapers now. They don't surprise you, they don’t irritate you. They are just there. They come and go. What they do for the brand, I don’t know.
GK: Stays in the happy smiles zone, showcases the bike, oozes warmth of the bond between father and daughter. And then floors us with her decision to let the bird remain free. A beautiful, simple story.
ALS: The ad depicts the bonding between the father and daughter and also speaks of the need to be free as seen through the eyes of the little girl.
PHS: I watched this ad till 29th second, when baby talks (supposedly) about – mother not worried when he drinks water from ‘machine with shiny lights’. There, the ad has lost me as a potential buyer. This is repulsive. Why make an innocent baby talk like a manufacturer! We should atleast spare babies from being the spokesperson and sales man. Will this ad convince a mother about buying a product? I doubt.
GK: Cute. It's hard to criticise this.
ALS: Is child's safety only a mother's concern?
PHS: I watched the ad twice. Because it's written nicely. The voice over is very well written and combined the product features with young generation’s terminology, beautifully. The casting is good and performances are natural. Overall an interesting piece of communication.
GK: Perfect setting for the product pitch. And a lovely exchange between a specimen of the ‘social’ generation and her caring mother.
ALS: Captures the # obsessed generation and the tension between the mother and the daughter. Refreshing to see a mother waiting for a daughter to come home for dinner and not brat of a son.
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=268&w=401&q=100&v=20170226&c=1)
.jpg&h=268&w=401&q=100&v=20170226&c=1)
.jpg&h=268&w=401&q=100&v=20170226&c=1)
