Wednesday, May 2, 2012

10 advertisements in IPL-5 that are interesting .

IPL 5 is here again to bring some cheer in the sweltering summer of India to millions of consumers. With the economy doing badly and inflation at a high, one naturally expects that advertisements will draw on the creative juices of the agencies to sell summer products such as beverages, air-conditioners, prickly-heat powders & power-related products. The expectations are not belied although one sees a glut of telecom ads too and believe it or not, a commercial about a car. Here’s a list of ten ads that were either entertaining or not-entertaining.

First 5 advertisements that are entertaining:

1. Flipkart, the on-line shopping website, makes excellent use of humour (in the form of children with adult voice-overs and mannerisms) to promote easy on-line buying and 30 days replacement guarantee.

2. Voltas air-conditioner, uses a fictional south-Indian character Murthy and his stereotyped accent , in a smartly executed humorous plot to drive home the reasons to buy an all-weather air conditioner.

3. Havell’s electric switch, a low-involvement item, uses the sure shot technique of repetition to drive home the functionality to involve its customers.

4. V-guard voltage stabilizer, uses another sure shot theme of fear to portray beautifully the damage that the return of power , after a power-cut, can inflict on electronic items.

5. Celkon, a mobile handset, uses a powerful celebrity cricketer, Virat Kohli, to sell its huge number of offerings in the value-for-money handset to the mass market.

Next 5 advertisements that are not entertaining:

1. Cadbury, 5 star uses two jackasses to deliver that irritating line , “master-ji pitaji-ka pantloon ek bilang …” so very often ; that one wishes the product should get lost (“kho jaiye”) from the shelves of the retailers. Where are those themes of “gifts of love, ” that were runaway successes earlier?

2. Volkswagen Polo and Vento ad uses a thoroughly uninspiring & stupid storyline with the much-used punch line “score kya hai” to sell a back-seat video-screen feature . The viewer is left sweating in fear whether buying a Polo will render them vulnerable to highway robberies in a socially tense India.

3. Tata Do-co-mo , uses yellow marketing to portray competition as cheats for a high-involvement service such as mobile connection when their own service has had complaints of sudden call-drops & unavailability. The ad will go down as a nice promo for film star Ranbir Kapoor’s new film as the character the star portrays has the same look in his film.

4. Vodafone topped the charts for some of the best made commercials with its 'zoozoos' a few years earlier. But the present ads are boring and do not dwell on a single theme making recall of the apps , a difficult proposition.

5. Idea 3G sells its 3G applications well in their ads but to portray heaven as the backdrop in its predominantly white colour , in a multi-colour television screen just to drive home the point “heavenly applications",  is too dull for a pleasurable recall.

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