AD - Bajaj Discover DTS-SI

AGENCY: Lowe Lintas

Now these are called ads. Wow. The first time I saw them, I was struck by the simplicity of execution, the relationship to the brand and the innovative way of showing the key factor in a bike.

The central theme of the new series of ads from Bajaj Discover is the fuel efficiency and mileage of the bike. If you listen carefully you will realise that the key message is that the Bajaj Discover DTS-SI can give you 100 Kms in 1 Litre of fuel.

Now they have tied it beautifully to the secondary theme - taking a leaf from the name of the bike itself - Discover India. The agency has done a great job of finding out these nuggets of India that you and I are unaware of and tying them beautifully to the bike positioning. I have seen three ads till now:

1. 1 litre can take you abroad - Jamboor (Africa in India) a 100 Kms from Junagadh
2. 1 litre can take you 3000 years back - Mandori 100 Kms from Mangalore where still Sanskrit is the spoken language.
3. 1 litre can take you to a place where you don't need petrol - 100 kms from Khalse is Ladakh's Magnetic Hill where bikes and cars can move on their own.

Notice how the ads also deftly pack in the look of the bike with the camera panning the front and back of the bike.

In 10 seconds, the agency has been able to grab your attention with a unique approach, convey the central message of fuel efficiency and mileage, made you look at the bike, make you wait for the next set of ads and most importantly told you things that even you didn't know about your country.

AWESOME! I love these ads and my rating for them is a cool 10/10.

In addition, they have a wonderful website that talks about 14 such places in India, of course in addition to giving you all information of the bike!

Go Discover India!

AD - Asian Paints Sampler

AGENCY: Ogilvy

And we are back to Ogilvy as an agency. This time its the Asian Paints client.

I really like this ad for its simplicity and messaging content. Anyone who has painted their house will identify with this situation immediately. How many times have we looked at the various colours in the shop and though about how it will look on the walls of our house? But we can't, can we ? How can you imagine a colour on a computer screen or on a box unit across the walls of your house and figure out if it'll look good in your house or not?

I hindsight, this option of 'samplers' is such an obvious one that one wonders why the others didn't think about it or why the other paint manufacturers are also doing the same? Sachets have been around in the shampoo business and have found their way into other products as well. Samplers have been there for a long time to get people to taste products or use products so that they can experience a part of it before they invest completely. I remember getting Maggi sampler in school when I was all of 10 or 11 years old and I still eat Maggi whenever I get the chance.

So why not in the paint business? Its been a long time coming.

I like this ad for multiple reasons:

• It makes sense.
• Its executed well. Notice how the man takes regular things from the house and asks his wife to add these on to the palette and think about the colour.
• Notice how the woman screws up her face and says that she can't. The expression and timing is perfect.
• And finally as he calls the shop he has the quizzical expression on his face.
• The byline is good: रंग सोचे नही देखे जाते है
  
• The ad end with a good explanation of trying out the samplers to get a feeling for the right colour for your house and then buying the complete box for it.

All in all, a good message well communicated.

I would rate it 8/10.

(B)AD - Parle XHale

AGENCY: Everest Brand Solutions

First let me start by saying that this ad has been awarded the 'GlitterBox Award' by PETA (People for Ethical Treatment of Animals). The award is given every year by PETA for exceptional animal friendly advertisements. In the statement released by them they say "The best way to help animals is to conserve their natural habitats and to boycott zoos and other attractions which exploit them. For that matter the new Parle mint ad is as refreshing as is the mint itself"

But this blog is about my comments on the ads and my personal feelings.

I find this ad in very bad taste.

I am sure that the client and the agency were not thinking about the PeTA statement or the award when they made this ad. I think the ad was a clear case of bringing out the 'value proposition' of the mint which is that it refreshes and cools your breath. Almost all the mint ads have the same value proposition to show and they use different ways to say that so how do you stand out? How do you break the clutter and register yourself in the mind of the consumer?

Well, lets use animals as no one has used that for cool breath. If that was the thought, I am sure the creative team could have come up with a much better approach. Why not use the Alpenliebe route of the alligator eating the candy?

The same ad could have been where the boy comes to the zoo, sees the situation, feels empathy for them, throws the XHale into the cage, the penguin / polar bear eats it, exhales and fills the cage with ice and snow, the boy and animal smile as the ad fades away.

Now wouldn't that have been a better approach than showing the animals thinking of their homeland and crying for it as the boy leaves with a smug smile on his face? This ad leaves such a bad thought in the minds of kids watching it. Its OK to make fun of the animals when they are in the cage and far away from their homes. Its OK to make them feel sad and its OK to have the power over them. Its OK to bully animals and show no empathy for their situation.

For me this ad leaves such a bad taste in the mouth that I'm not going to rate it at all!

A 'slap' to Everest creative team for thinking this and two slaps to Parle Marketing person for approving this ad and running with it.

AD - HDFC Standard Life Insurance

AGENCY: Leo Burnett

Finally and ad not from Ogilvy. Phew! :) All my previous reviews seem to be around one agency only and I was beginning to think that I had a fixation on ads made by Ogilvy.

But then I saw this one and I liked it immediately. My first reaction to the ad was 'good execution' and a feel-good factor. There are numerous Insurance companies in India now and each has come out with its own version of a child plan. As the inflation and cost-of-living increases we will all need to start planning for our children's education from an early age. I have an insurance plan for both my kids and am paranoid if I will be able to support their higher education.

What did I like about the ad:

• The family setting in middle class. The target audience is clear and they can identify with the ad.
  
• The family shown is your regular next door neighbour family. They have not used some 'model' faces and names. Again makes it easier to identify with the ad.
• A good representation of a double-income family, which is the norm today. Notice the father relaxing while the mother is working on her laptop. A lot of families will immediately identify with this setting and it makes the positioning of the product very clear.
• The child is reading a book and there is a huge bookshelf behind. Inculcates a nice habit of reading. As the girl puts the book down and asks the question, you feel that she can achieve that dream.
  
• The father's explanation of the astronaut's job is simple and clear and sends a message that this family is learned. It makes the TA feel good about themselves because by that point they are involved in the ad.
• You smile when the girl says that the ticket will cost a lot and that Raju Mama can buy the ticket. Every family has one rich member and kids think that the rich family member can do anything. After all the rich family member brings them so many gifts that their parents can't give them. You start to think about one such member in your family.
• Immediately the father gives a solution and you feel happy because you think that taking care of your child and helping her achieve her dreams is your responsibility. You want to do it for your child.
• The icing on the cake is the acceptance of the solution by the child reinforcing your belief as a father.
  

All-in-all a great execution of a brilliant idea for an already cluttered segment of child insurance. Kudos to HDFC Standard and Leo Burnett for this idea.

I would rate it a 9/10 for getting almost everything right with the ad.