Onida: Tumko dekha to yeh khayal aaya

Brand: Onida

Agency: McCann Erickson

Is the devil really dead ???

Well as for now, it sure does seem like the devil is no more. With a series of adverts focusing on various themes of the erstwhile electronic giant, it does seem as if they have finally decided to move on without the devil. Revolving around a young couple, the series of ads seem pretty similar to what LG had done with Abhishek Bachan as the protagonist.

Onida as a brand is now considered an obsolete brand with no new technology products. But all these ads focus on, if not the latest technologies, but much advanced than what Onida is known for!!!

This kind of branding revolves around the concept of a "Silver Bullet". Advertise about the products that are way above your target group, they may not sell, but in turn help the regular products to be sold. Talking about the LCD TV may not push the sales of the LCD TV for Onida, but it surely will improve the brand image and will push the sales for its CRT TV.

Lets see if this image makeover can help revive Onida in the consumers minds.

Here are a few more adverts from the same series of ads!!!

Knorr Soups: Tummy bhi khush, Mummy bhi khush

Brand : Knorr Soups

The need to reposition knorr as a healthy snack before dinner has finally arrived. For a long time, HUL has left knorr soups to make its own place in the consumers minds and their kitchens. But now is the time when they realize that in order to grow the brand and the category, for which knorr soups command a healthy 70% market share, the product needs to be positioned particularly in the consumers kitchens. And what better than a healthy pre-dinner snack.

The use of time 7Pm in the advert also makes it more closer to dinner than the regular evening snacks.

Also with the focus of HUL moving towards food products, knorr soups for a major role in the future growth strategy of the FMCG major. Just a comparison, the foods division of HUL contributes just 16-18% of the total revenues while its global parent Unilever has 50% revenues coming from the foods division. This stark difference has forced the company to shift its focus towards food products. The launch of website www.cookitup.in is also part of the similar strategy.

Thums Up: Mil Gaya Boss

Brand: Thums Up

A non-contemporary advertisement as per the regular Thums Up ads that we are used to in the recent past. Two things that stuck out very prominently in this one are

1. There are no stunts performed. Though the ad does show its brand ambassador Akshay Kumar as having just performed a daredevil act to get to his loved Thums Up and with the words "Mil Gaya Boss" (Got it Boss), it kind of fills in the empty space of the stunt.
   
   
2. A female drinking Thums Up. Now this ones a new!!!
   We are used to good looking females being used only as props along with the male protagonist is most of the ads. With the brand having a highly masculine image, this can be touted as an attempt to move to a more uni sexual appeal for the product. But could it lead to a brand dilution for a well established brand like Thums Up which is the largest selling sparkling drink in India.
   I do agree that its just not the men that drink Thums Up and a lot of females too swear by it, but I still feel that this attempt might just result in unsettling the brand from its established image, for good or for bad is yet to be seen :)

Kinley : Vishwaas kar

Brand: Kinley

Agency: Ogilvy

From trusting the product to trust on your lives...Kinley moves ahead in its communication.

The "Boond Boond mein Vishwaas" has matured into "Vishwaas Kar" with real life stories involving kinley, revolving around the aspect of trust.

But isn't every bottled water supposed be pure and trustworthy ??

And when a highly impulse purchase behavior dominates a category like bottled water, i doubt how much the communication will stand out!!!

Aircel

Brand: Aircel

This will be one of the latest examples of guerrilla markting in India where a Brand has made the best use of the situation and came out with one of the best "In your Face" kind of campaigns.

I really dont need to explain much and Believe that the pics will do the talking for themselves.

Just have a look!!!

I could not upload these many pics, so have tried to put them in a video file!!!

By the way, this happened at the Milan Subway in Mumbai. A few days back I was in Delhi where I came across a similar promotional hoarding by Aircel near the Minto Bridge. But the rains were yet to reach Delhi by then...so not sure if it ever came in use!!!

Bajaj XCD

Brand: Bajaj XCD

Agency: Ogilvy

The bike pitted as the younger sibling to Pulsar, has suddenly toned down its positioning. Initially it was explicitly portrayed as the bike that attracts females (The Bitch Fight) but this one tones down the message, though in the end it still remains the same.

I believe the focus has shifted from the youth as was in the last advert to more of a family guy in the lower middle class, but still portrayed as an aspirational product.

Vodafone: Happy to help

Brand: Vodafone

And I thought they were over with the pug. With the zoozoos making a long lasting impact in the minds of the consumer, going back to the pug is something which i don't understand.

The brand had come to be identified with the zoozoos, but going back to the pug might create some confusion within their minds.

This a series of ads running simultaneously on television. What impact will it create is still a point of contention.

Videocon

Brand: Videocon

old wine in a new bottle....though a wrong metaphor when used here for videocon, cos older the wine, the better its supposed to be.

Videocon has been loosing out on the market for a long time, and its old tag line "Bring home the leader" and "the Indian Multinational" have become so mundane that they hardly make a difference. Hence the re branding!!!

also this is a series of ads featuring the two characters, featuring various aspects of the brand, something inspired by the zoozoos. These characters are known as Chow Mouw!!!

Idea: Walk the Talk

Brand: Idea

Agency: Lowe Lintas

Another 'idea' to change our lives, " Walk When you talk".

Idea has been fighting the telecom battle with the bigwigs and has finally been able to create some mind space after its "What an Idea" campaign with Abhishek Bachchan. Idea has emerged as a big player in the prepaid connections segment providing good service at low cost. But staying put in the prepaid market need to be a top of mind awareness, and thus the success of "What and Idea" campaign. This one carries forward the same message with an additional theme of Walk when you talk.

Nice concept, great use of Abhishek Bachchan.

I'm sure the ad will be successful in creating further awareness and increase the recall for the brand.

Hero Honda: 25 Years of Mileage

Brand: Hero Honda

Agency: JWT

Hero Honda goes back to its old claim to fame, playing the mileage card again.

After being ousted by Bajaj as the market leader and now with the new gen super bikes of Yamaha, the only USP that Hero Honda is left with is its great mileage. So going back to the decades old tag line "Fill it- Shut it- Forget it" Hero Honda is trying to get back into the motorbike market.

The ad also is pretty similar to one for Bajaj Chetak (Ice Cream Ad).

And I wonder, a copied ad, a copied tag line....where is the creativity, where is the juice ???

Bajaj Pulsar: The Fastest Indian

Brand: Bajaj Pulsar

"Definitely Male" is now "The Fastest Indian"

Pulsar has been dominating the two wheeler market with its range of bikes from 125cc to 220cc.

But since a few months back, new entrants in the market like Yamaha have scared the hell out of Bajaj. So, the ad tries to make an impact against the super bikes and boasts itself to be the fastest Indian. The metaphor "Indian" used to depict the bike is a great way to depict the indigenous nature of the bike.

Maruti Suzuki: Service Centres

Brand: Maruti Suzuki

Agency: Capital Advertising

Only a mother knows a child's problems...and only Genuine Maruti service centres know the cars problem....Nice metaphor, touches the emotional aspect, but somehow the execution is a bit misplaced and looses out the message midway the ad.

The ad comes after the famous Ladhakh Ad for Maruti service centres which was focused on the reach aspect. This one has a different objective but the message gets lost by the end of the ad.

Cadbury Dairy Milk- Aaj pehli tareekh hai

Brand: Cadbury Dairy Milk

Cadbury trying it differently this time. With most brands having a celebrity endorsing them, Cadbury choose to break the clutter by moving away from Mr Bacchan this time.

The focus remains the same with "Kuch Meetha Ho Jae" and with these recessionary times, pay day sure is a time for celebration!!!

The creative is shot in a retro feel which helps it stand out from the rest of the ads on TV.

Eveready Ultima: Gimme Red

Brand: Eveready

Agency: Rediffusion

Its the season of creative advertising. After zoozoos comes eveready with this highly creative ad.

In a time when the use of batteries, especially the Zinc ones is on a decline, the ad seems to be just for re-branding purposes. Eveready has already tested waters in the FMCG domain with its products like dishwasher bars and mosquito repellents. This creative can only serve the purpose of building a stronger brand for the company but would hardly make an impact at the battery business for the company.

Airtel

Brand: Airtel

Agency: Rediffusion

Airtel continues with its emotional branding campaigns with this one focusing on the "young brigade" becoming part of the Indian political drama. The creative also takes in the rural aspect just like the last few ads, cos with high penetration in the urban markets, the new growth area for Airtel is the rural market.

MP Tourism: The Heart of Incredible India

Brand: Madhya Pradesh Tourism

Agency: Ogilvy

Great concept, great execution!!!

theyve covered all the possible destinations in the ad and the voiceover is so catchy, one just waits for it to be aired again.

the ad is a sequel to a similar ad that was aired around an year back, but that was all animation and a voiceover. There was also a very catchy radio ad for MP tourism too around that time, which had a story to it. Seems like the agency is doing some good creative stuff here!!!

Happydent Wave: roshni ka matka

Brand: Happydent wave

Agency: McCann Erickson

this is one brand that any ad maker would have rubbed his hands off!!!

coming up with something better than the palace ad was a near impossible task. But Prasoon Joshi has done a good job with this one...though meeting up with the expectations was never possible, he has tried to continue the legend!!!

And we're back!!!

After two months of limited connectivity and bandwidth issues, its back!!!

There was a lot that has happened in the ad world in the past two months with the zoozoos stealing the show...its been a revolution in the ad fraternity and I dont think i can add anything more to what already has been said about the concept...so there would be no talk abt the zoozoos here...Though i still believe the creative team itself never would have expected it to be such a craze :)

Jai Ho, Bhay Ho

Brand: Congress

Here's another one of Congress's election campaign TVC. Using the famous Rehman song Jai Ho, Congress plans to propagate the idea of generating millionaires from slum dogs!!!

Brand: BJP

Also here is a response to this TVC by the opposing party, BJP.

All they have done is negate what all Congress did and trued to create a fear factor among the public. Not sure if it will work ass it carries a lot of negativity to it. And talking negative as an election propaganda in times of recession, Im not sure!!!!

Jo Khaaye, Kho Jaaye

Brand: 5 Star

Agency: O&M

The brand has long been positioned as "Jo Khae, Kho Jaaye". And most of the advertising focussed on getting lost. This ad too takes forward the same premise, just adding in the idea of being considerate to the ones who eat 5 star cos they are lost!!!

Its like giving a different spin to "Jo Khae, Kho Jaaye"

Congress (Political Party)

Brand: Congress (Political Party)

Agency: JWT

Its election fever....and television provides a greater reach than what those political leaders can ever achieve by their canvassing.

So why not have a TV ad!!!

Maruti Swift DZire

Brand: Maruti Swift DZire

Agency: Lowe

The sedan version of swift, DZire seems to be getting back on the corporate road map for Maruti. Once forgotten in the hype of "men are back" SX4, the Swift DZire is trying to make a comeback in the market with a new ad campaign.

The DZire was intended to replace Esteem on the roads and somehow, the ad too continues on where the last Esteem campaign left. Remember the "my esteem car" ad.

Volkswagen

Brand: Volkswagen

Now this is one ad that went complete bouncers....

I couldnt get what it wanted to convey so i treid a few friends of mine. And they were as clueless as I was.

If anybody of you gets what the ad is supposed to mean, do share!!!

BBC World News

Brand: BBC World News

Agency: Lowe

Good to see some global bands advertising the desi way....as it says, some local stories have a global connection!!!

The campaign is also supported by a series of print ads. Ive put in one for you all!!!

Maaza "Aam ki Pyass"

Brand: Maaza

Agency: Leo Burnett

First it was the "taza mango, maaza mango", then it went to the "bina guthli waala aam" and now its the "Aam ki pyass".

The latest initiative by coca cola for India's largest selling juice brand "Maaza" takes it a step beyond the usual by positioning it as the ultimate way to quench one's urge for mangoes. The ad features the lead actor denying the true natural mangoes for maaza, positioning it as something more desirable than mangoes.

Mountain Dew

Brand: Mountain Dew

Agency: JWT

the "Dar ke aage Jeet Hai" gang is back....

nothing different about this advertisement, no new positioning, a typical mountain dew ad!!!

Nimbooz

Brand: 7Up

Agency: BBDO

Its summer time, so how can the cola majors not introduce something new to the market. So here comes Pepsico India’s “Nimbooz”, a packaged numbu paani created to suit the desi tastes.

With this launch, pepsico has further expanded its already broad non carbonated drinks portfolio. Pepsico has launched the drink in three size variants including a tetra pack of 200ml targeting the on the go consumers, a segment newly identified by the cola majors (remember Sprite Xpress J).

Positioned as “Ekdum Asli Indian” the advertisement tries to give a true desi feel with the wooden sqeezer and the innovative style of calling for a taxi, though I wonder where in India it works!!!

Lead India

Brand: Lead India (Times of India)

Agency: Taproot India

Its that time of the year when all you see looking outside the window would be political banners and posters!!!

And that is when initiatives like this stand out....Lead India was a success when it was initiated by the Times of India an year back and they are back with the same agenda this year too. Just that last year they picked out a leader from among the common people and this year they plan to pickout one from among the political leaders!!!

The idea is very similar to an existing concept supported by tata tea, jaagore. Have a portal and ask people to register for it. Inform them about the power of their choice and make a difference!!!

IPL Ek Desh, Ek Junoon

Brand: IPL (SET MAX)

Agency: TBWA

Manoranjan ka baap is back!!!

The first edition of the league brought the nation together irrespective of geographies, ethnicity, religion or even gender. (This was one time when I could see female fans trying to understand cricket rather than just discussing the cricketers). Continuing the same idea, this year's campaign focuses on " Ek Desh, Ek Junoon".

The ad is good but the craze for cricket is something that starts only in the latter half, which could have been juiced up a bit more!!!

The second ad for the campaign takes into account the national boundaries IPL has managed to break.

In all, good ads but I feel that the craze for the game is missing. What it focuses on is what it was able to achieve, but the adrenaline is missing!!!

Airtel

Brand: Airtel

Agency: Rediffusion Y&R

Airtel commercials have since long been a perfect blend of emotions and benefits. But this one adds another dimension to airtel advertisements, trust.

Also something to be noticed is the missing celebrities which were till now a part of every Airtel campaign, be it Madhavan & Vidya Balan or for that matter SRK, Saif & Kareena. But in spite of that, it makes the right impact and delivers the message of trust perfectly.

Sprite Express (Delhi Metro Tunnel)

Brand: Sprite

Agency: Encyclomedia Networks

I heard about this concept almost an year back and thought it was a bit too costly to implement. But a few days back I got a call from a friend of mine in Delhi who told me about it. Ive been trying to get some detail to it and finally got some useful stuff.

As part of the outdoor campaign, the tunnel of the Delhi Metro Rail Corporation (DMRC) from Kashmere Gate to Chandni Chowk has been used for executing a transit innovation.This is an animation film split into 280 frames. As the train enters the tunnel, the ad display box in the tunnel senses the speed, acceleration and de-acceleration of the train. Microprocessors control the illumination of each box on which the ad is mounted and it is lit for a fraction of a second as the train zips by. The boxes are lit exactly when a passenger window is perfectly aligned to it.

What you see here is the complete video as seen by any passenger inside the metro rail viewing outside the window, but actually these are 280 frames of still photographs that make the complete video, something like the flip book in taare zameen par!!!

Now that's innovative marketing :)

PS: There is no audio as its just a visual advertisement!!!

Lakme

Brand: Lakme (HUL)

Agency: O&M

Summer season brings along a range of beauty products too. Lakme has been introducing a new range of sunscreens every season and this year too come out with a new "kissable" skin cream (I like the idea :P)

AXE Numberitis

Brand: AXE (HUL)

What is numberitis? 

A condition affecting women; characterized by an uncontrollable urge to give away one's mobile number to great-smelling men.

Typical AXE advertisement!!!

Frooti

Brand: Frooti

Agency: CreativeLand Asia

The mango season is back, and so are frooti and maaza wars!!!

Frooti opens up the season with a great concept of enjoying the mango drink like a kid. 

Slurp is the name!!!

Tata Indicom plug 2 surf

Brand: Tata Indicom

Location: Delhi Gurgaon Toll road

This is an OOH advert from tata indicom. The idea is to focus upon the "on the move" connectivity. Nice concept but not sure how many people would have got the idea!!!

More people go with VISA

Brand: VISA

Agency: TBWA

The global campaign now reaches India. The TV advert has been well supported by print ads too.

See a sample print ad below for more

This is the first global campaign being undertaken by the company. The campaign focusses on the idea of "More people go with VISA" making it more generic for use at all geographies and demographics. Other than promoting the VISA products, the campaign will also promote the brand VISA itself.

Nilon's

Brand: Nilon's

Agency: Mudra Communications

The ad is a take on the finger licking habits, for which we all have been scolded many times during childhood. Brings about an interesting aspect associated with pickles all across!!!

Mahindra XYLO

Brand: Mahindra XYLO

Agency: Interface Communications

The vehicle has been focussing on extra space for all and that is what this print ad is trying to portray.

An old concept already used by many car manufacturers in their print promotions and maybe that is why this promotion is getting lost within the crowd!!!

Times of India

It is written.
Destiny, believers of the world will call it. They will applaud his feat and sing his praises till inevitably another masterpiece comes along. They will discuss it and feel proud of the country they share with him. And then there are others, the ones that will just smile and celebrate quietly. Because they always knew this was how it was meant to be. For long after the arclights have dimmed and the fanfare has faded, the music will play on.

Need I say more :)

Agency: Taproot India

Bajaj XCD 135cc DTSSi

Product: Bajaj XCD 135 DTSSI

Agency : O&M

The ad can be broken into two parts, the first focusing on the “Definitely Male” tagline with two sultry hot females fighting it out for a ride on the coveted bike.

The second features the “Distinctly Ahead” tagline focusing on the bike and its features ending it with a claim to fame of being the best in technology for a twin spark engine, a direct take on TVS motors.

Personally I believe that the ad is able to connect to its male audience with the bitch fight and also the sleek features of the bike!!!

Coke ke Saath Dost

The ad made by McCann Erickson launches the "Open Happiness" campaign in India for Coke. The campaign started in the US in January 2009 and has now reached the sub continent. The Ad features cricketer Gautam Gambhir targeting the approaching IPL wherein the coca cola company is associated with two of the teams, Delhi Daredevils (Coke) and Kolkota Knight Riders (Sprite).

 

The ad touches on the idea of cricket best enjoyed in groups and shows a hangout place wherein people from all walks of life enjoy the game with coke and ends with a "Coke ke saath Dost Free".

Just a trivia, this ad was first aired during the oscars live telecast!!!

Do comment what you feel about the ad.