This was the headline of the country’s leading English daily on the morning after India’s historic World Cup win. Honestly, I thought it was a highly arrogant headline by a responsible media giant. It is prudent that emotions should not getter the better of media. Humility and being humble are the traits of a leader.
But hey, this is not a blog on leadership; it’s on critically reviewing ad campaigns. And just like my post on ads during IPL 3 last year, here is my take on the best and worst of the television advertising world during the unforgettable momentous WC 2011. Again, like IPL 3, I was highly disappointed with the quality of ads on television during the tournament. I am told that in all there were 80 advertisers on board putting their moolah and I am sure all of them were ecstatic (including me in my professional capacity) for having chosen to ride on this vehicle which garnered unheard TVRs in excess of 20! But at the end of the day, it’s not all about the money, honey. It’s about making a difference to the brand. And I suspect if most advertisers succeeded in getting it right.
The Idea campaign of ‘make cricket clean’ was disappointing. The concept was good and it was bang on with their strategy of social relevant messaging. But, the connect was missing and landed up being a mere force fit. What had getting Idea got to do with keeping cricket clean? Just can’t understand how losing signals in elevators and trains can end match-fixing. While Idea wants to keep cricket clean, what are they doing? It can’t be as ridiculous as getting an Idea connection to keep cricket clean!! Very absurd.
The Maruti SX4 Diesel ad campaign was perhaps the most male chauvinistic in recent times. And quite insensitive too. While it may appeal to the wannabe male audience, it surely loses on its sensibilities. Especially, the ad where the father is not around at the time of the birth of his kid due to a test ride of SX4. I would be ashamed to be such a father and to miss out on the most important moment of a lifetime, for such a frivolous reason. The Maruti SX4 is surely not for me.
The Kareena Kapoor Airtel DTH ad was strictly ok – great production values but no breakthrough idea. And so was the SRK Dish TV campaign. The several ads of CEAT of streets being filled with idiots didn’t make an impression too. The ‘Brrrrr’ campaign of Coke was perhaps the worst they have doled out in recent years. And the razzies equivalent winner of them all was the ‘Krishidhan’ campaign, especially the part where the son tells his farmer father’ mein india aa raha hoon’ with a backdrop of a US flag. The scroller which read ‘SMS 1800…..to win exciting prizes’ was the final nail in the coffin!
The Pepsi ads using cricketers highlighting the Doosra, Upper Cut and Helicopter shot were conceptually brilliant but to my mind, badly executed. These had the potential to become memorable ads.
The Reliance ‘mix your world’ campaign did force a smile. Some of the ads were entertaining while some were slapstick. But the execution was spot on. Must say that Reliance Communications does a better job without celebrities.
And now for the honours. The TVS Wego ad – the bike with body balance trying to show two women trying to outsmart each other with their gymnastics on the bike, and watched by an old parsi couple in their antique car was outstanding. I have always believed that an ad should be entertaining, relevant to the brand and communicate the brand values effectively. This one surely passes the bill on all accounts. Great track, good production values and an amazing sense of humour with the old Parsi woman closing the eyes of her soft toy monkey to prevent him from getting exposed to obscenity and a possible accident. Way to go. If I were to ever buy a bike, the first thing I’d surely ask is ‘body balance’. That’s what advertising can do for a brand.
And finally, my winner again are the Zoozoos of Vodafone. Just like they were in IPL 3. You may say that I am biased, but the best part about this cult of zoozoos is not only about creativity. It’s embedded in sound strategy. The marketing and creative team have taken the zoozoos to the next level, which is not an easy thing to do. The sound track this time was the icing on the cake. For sure, Vodafone will be top-of-mind in the 3G space.
As we head into IPL 4, the big question is whether it will garner higher viewership than IPL 3. After all, we’ve won the real thing and the anti-corruption campaign has ensured that IPL4 has been the least hyped amongst all seasons so far with hardly any media attention. IPL has always been an advertiser’s dream come true, but I wonder if it will stand up to its expectations. I guess only time will tell. Perhaps, Lalit Modi will have the last laugh!
