Ads Analysis

ICICI Bank

The banking ads are always more focused on the features it gives to its customers right from the start to end. In the short time they have got they fill your mind with loads and loads of information. Where you always forget the important things and will not recall the brand and the information transmitted. ICICI have changed the trend in banking advertisement with its latest ad on Hukus Bukus Telewan chukus (ICICI Bank Saving Account Rewards Commercial). The campaign makes the visuals and the story do the talking than someone yelling. Characters: Little girl, her younger brother and Shopkeeper. Location: Kashmir hill valley. Story:

The little girl daily after her school on the way to home goes to the small shop to buy a candy. The shop keeper is slightly gruff. And is always keen on the getting the money. The girl keeps this as a routine. One day she brings her younger brother with her to buy candy but unfortunately the penny she brought to buy candy slipped through the hole in her pocket. The dejected little ones walk away from the shop, the usually crabby shopkeeper calls back the children and giving them a candy each and more than that he gives a rare smile. Finally now we come to know that this is an ICICI ad for the Savings Account reward. They tell just keep doing your regular banking activity and we will give you surprise. Analysis: The ads has used a Kashmir song which is so smooth and pleasing which makes people hum them and its a good recall for everyone. The reaction from both the shopkeeper and the little girl especially was very good. The meaning was clearly said by the story. As customers just do your regular banking activity and we will give you rewards for them. The camera angles worked great as the long shots show the valley and its beauty during the way to the shop from the school. When in the shop its the close up shot which capture the reactions. The angles between the candy glass jars were used cleverly. And after this touching story brands name and the information are revealed. This registers in the minds of the customer. The use of small kids in ads is a old technique but using them for a bank ad has turned the table for ICICI bank.

Nokia

Nokia clearly delivering a clear hit with over a million views on the YouTube for this advertisement. The theme of this ad is Bully. Wake up and smell the coffee and corruption is pass. Characters: College students Bully gang and others. Location: College Canteen Story: The scene is straight from a early 90s Bollywood flick and taped in a college canteen. A normal college student who is calm in nature having vada bhav. Suddenly a group of bad boys with the leader walks in the room and start harassing him for sitting on their table. The bad boy leaders ask "Tujhe pata hai main kaun hoon? Ha? Pata hai?" meaning Do you know who I am?. Suddenly a boy in the crowd in canteen uses his Nokia Asha mobile downloads a song and plays it as a reply for that question from the bad boy. "Tu cheez badi hai mast mast, tu cheez badi hai mast mast." This results in the desired effect on the bullies. The humiliated bad guys look to the nearest exit and take off with tail firmly between legs. Analysis: The use of a very good story lifts this ad a lot. The characters used the calm guys and the bad boys were perfect as it reflects in the ad. The use of old Bollywood song for the right questions has raised the mood of the advertisement clearly. The trick used by Nokia here for this advertisement is the songs because the features were not so highlighting for the product from the competition. So the advertisement dint target more no its features.

Renault Scala

The French car makers have tried to make a dent in the Indian auto market for the past five years. First a joint venture with Mahindra and a little dent in its name with Logan. But its come back strong with a strong SUV brand and a latest advertisement for its Renault scala have raised the bar. Characters: School Boy, his father and the school boys new friends. Location: School and car in the way back home. Story & Analysis: The automaker has taken Yeh dosti from the iconic Sholay soundtrack identified with the inseparable pair of Amitabh Bachchan and Dharmendra, and given it a more contemporary twist. After the first flush of English only ads, Renault has also broken its own rule book and gone with Hindi voiceovers with its latest commercial. Rather than blowing its horn about underlying technology, this series works by building a sense of pride in owning a Scala and a sense of envy among the lesser

privileged bystanders. The ad works because it uses children, an invisible influencer in car purchases, to drive the message home. A nerdy and lonesome boy at school is morphed into everyone's best friend because his father picks him up every day in a Scala. They turn the forgotten kid into a hero. "The father doesn't even feature in this 45-second spot." Instead, school mates of the until-recently-ignored nerd fawn over his every need, sharing meals with him, helping with class work and being overly friendly just for a ride in the car. Using children in a commercial always makes it more appealing to a broader audience. The idea of using a remixed old movie soundtrack is novel and the kids create provides a warm, fuzzy connect with consumers, creatively speaking, the ad throws up few breakthrough ideas.

The Hindu

The Hindu newspaper is known for their news and language among old and elderly people of our country. Changing that scenario The Hindu has come up with the latest classroom advertisement. Character: Professor and College students Location: Classroom Story: The story starts like this, professor tells his students that, Today lets have a discussion on Rural development bill. He also said one side will speak for the topic and the other against it. And he wanted parliamentary behavior. One students starts speaking on the bill suddenly all the others side starts shouting at him later it becomes a big fight and the teacher does not know how to control them. There comes a note in the screen Behalf yourself, India. The youth are watching. Then comes The Hindu. Analysis: The Hindu newspaper clearly tells that it is watching every move inside the parliament and we want you to know the youth of this nation are also watching you. In a sense making a caution message

for the parliamentarian of the nation. The news paper now a days are not read by most of the youth population of the nation. So The Hindu tried to target them through the ads taking a position as a newspaper knowing youth feeling also. Thus the ad was a hit among the youth audience as we can see the results in YouTube and Facebook. The use of Vaishnava jan to song as background music which it meant for the peace spread is another highlight for the advertisement.

Idea mobile

Idea the cellular company is widely known for its creative ads that it brings out. And it use celebrity like Abishek Bhachan to endows its brand. The cellular giant did under play this year with not many new ads coming up as usual. But they did make a move during this festive season and as usual did attract the mass with its creative thinking. It would be a dream for every youth who is seeking a career in Advertising to work with this brand. They have released 3 ads with the same sequence lets have a look at each of them. Story 1: Here a buyer who is a Muslim wanting to buy a watch for his wife checks the watch tag for the rate through the window of the shop. The rate was expensive he felt and started to walk back. Suddenly from inside the shop the shop keeper flips a board says Diwali Offer 50% off. And the shop keeper wishes him happy diwali. The happy customer comes inside the shop buys the watch and hugs the shop keeper in delight. Then sends a MMS to his wife with the photo of the watch and says Happy Diwali. Story 2: Here a wife asks her husband to take a day off from office to spend some time with her. The husband immediately accepts it and plans for a lunch out with his wife. When they reach the restaurant

the wife gets a greeting message from Idea saying Eid Mubarak. Then she realizes that its already a holiday today for her husband. Then she walks to him and says Thanks for taking holiday in a holiday and smiles at him. The caught husband hugs his wife and says Eid Mubarak. Story 3: An old man dressed as Santa Claus and entertains a group of kids. After the party is over he receives the payment for his good work. Then he removes the costumes. To everyones surprise he is a Sardar. Then he calls his wife and speaks to her asking her to buy a new fridge which she wanted to buy and wishes her Happy Christmas. The surprised wife confirms with him. He says yes my dear jingle bell. The she also replies Happy Christmas to him. Analysis: In this series of ads Idea have once again helped the customers to recall the brand. And also their statement An idea can change your life. The ads never tell anything about the related to any offer but they just said here is a mobile service provider. Just keeping it as simple as possible. These ads just make the mood among the country people. The ads focus for unity among religions thus making it as a social voice. Its also promoting secularism in the country.