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Advertising - Hotspots and Rankings

Special Columns
Arindam Chaudhuri, Editor-in-Chief, 4Ps B&M Chief Consulting Editor's Desk
Rajita Chaudhuri
K.K.Srivastava Guest Column
K.K.Srivastava
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POWERFUL ADS : THE TOP THREE TV COMMERCIALS FOR THE FORTNIGHT
The Idiot Box
There are ads, and then there are those 10 that have personified the concept of how branding can be made to work for the product most efficiently and effectively. From creativity to brand recall, from concept to execution, these 10 advertisements have got our attention; thanks to the commitment of the teams that created them. We present you with our review of the top three ads.
Issue Date - 01/12/2011
 
Indulge at you own risk!
Advertiser: Cadbury
Baseline: Jo khaaye, kho jaaye
Agency: Ogilvy & Mather

4Ps B&M take: Over the years, it has become all the more evident that there is a lot of scope for creativity when it comes to confectionery brands. Last time, when Cadbury came up with the Ramesh-Suresh duo (remember those guys riding dummy horses in the middle of the road?) for the TVC of their 5 Star brand, we were disappointed. So much so that we featured it as one of the worst commercials of the fortnight and concluded that such creatives would not work for the chocolate brand. Come November and we’re humbly taking back our words after seeing the latest from the stable of Cadbury conceptualised by Ogilvy & Mather. Ramesh and Suresh, in trademark 1970s attire, walk into a traditional tailor shop. They hand over a pair of trousers to the tailor (who is talking on the phone) as Ramesh exclaims, “Masterji, Pitaji ki patloon ek blan choti kardijiye” (Please cut short our father’s trousers by a hand’s length). As instructed, Master Ji cuts the trousers and gives it to his assistant to stitch. Both brothers have one bite of the 5 star and forget everything, making the request again. This iteration repeats itself till the trousers are left to a pair of shorts. And yet, the brothers make one final request after a bite of their 5 Star. The VO talks about the chocolate, caramel and nougat in every bit of five star that can lead to this blissful amnesia. The message is the same, but this one’s far more entertaining and most importantly, it doesn’t get on your nerves.

 
Why don’t you believe me?!

Advertiser: Volkswagen
Baseline: Das Auto
Agency: DDB Mudra

4Ps B&M Take: Competitors would be quick to say that they are going over the top too soon, but Volkswagen does manage to raise a din with each of its campaigns. Somewhere, somehow, the agency and the brand seem to be clicking very well. This ad was conceptualised by DDB Mudra in a bid to promote the ‘Breeze’ variants of Polo and Vento recently launched by the automobile major. The TVC opens inside a Volkswagen showroom where a customer care executive is diligently completing paperwork for a car which he probably just sold. Just then, the camera shifts to girl err... guy disguised as a girl (well you too did get confused at first sight, right?) who is sitting in front of the executive. As he enquires, “So, what do I get with the Polo and the Vento. Oh, and what comes with the Breeze models?” the executive gives a look which tells us that he’s had enough of this guy as he patiently answers, “Sir I’ve told you this many times before, but for some reason you don’t believe me.” The guy takes off the wig (as it turns out, he came earlier and got the same answer from the salesman) and retorts angrily, “You’re still pulling my leg aren’t you!” VO: Unbelievable but true. Get Rs.40,000 worth of benefits and features with the Polo and Vento Breeze models. The ad ends with the same guy disguising himself as a Gorilla and asking the same question. When it comes to pitching a sales promotion, companies usually do not experiment much with creativity and tend to simply tell things as they are as far as possible. Volkswagen crosses that line and successfully too.

          
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