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Advertising - Hotspots and Rankings

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Arindam Chaudhuri, Editor-in-Chief, 4Ps B&M Chief Consulting Editor's Desk
Rajita Chaudhuri
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4PS AD REVIEWS : REVIEWS OF ADS THAT MADE NEWS FOR THE RIGHT AS WELL AS THE WRONG REASONS
They came, we saw and everybody reviewed!

Issue Date - 08/03/2012
 
An Ad is a product of painstaking craftsmanship. Various elements, ranging from positioning of the product, clarity of the idea behind the product to visibility of the brand, its persona and the power of communication have to be intelligently weaved together. But while some ads manage to rewrite preset creative benchmarks, some go the wrong way, fall by the side & fail to excite viewers. In this section, we review three ads that came out tops, for the right and the wrong reasons this fortnight.

Similarity breeds...

Advertiser: Skoda
Baseline: Simply clever
Agency: Saatchi & Saatchi

4Ps B&M Take: As strange as it may sound, the creative director’s mind is known to work in quite a number of unpredictable ways while conceptualising a creative for an automobile brand. Different approaches might work for different cars, but we think that the emotional connect works best. Despite all the talks of globalisation, buying a car is still a very emotional affair in India. Skoda seems to have understood it best. At least that’s what it appears from their latest TVC for the ‘Rapid’ lineup. Conceptualised by Saatchi & Saatchi, the TVC attempts to target the young and affluent Indian male. The creative revolves around the ‘Big fat Indian wedding’ and tries to depict how the Skoda Rapid can be integral to the entire occasion. From meeting the many demands of the wedding to picking up guests from the airport, ferrying the bridesmaid to the parlour and planning the next ‘Big fat Indian wedding’ (our young protagonist falls in love with the bridesmaid!), the Skoda Rapid is shown as well equipped to comfortably take care of everything. VO: Built by the thoughtful, Skoda Rapid. The cinematography is truly outstanding. From the beginning to the end, the creative manages to grip you. The story line is soothing and the message is clear – if your life is hectic and full of surprises, then Skoda Rapid is the car for you. However, there’s just one problem (serious enough for pushing the ad into this section), The fact that this is a Skoda TVC will only dawn upon you if you’ve seen the ad carefully, because from the looks of it, this appears to be a MasterCard creative (‘There are some things money can’t buy’). It’s been given the same treatment; even the VO sounds similar to that of the MasterCard chap. Nevertheless, this one comes as a refreshing change from other Skoda commercials.

 

Amir Moin           
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