Campaign : Tareef ki aadat daal lo
Brand: Homeshop18
Company : Network18
Agency: Lowe Lintas
The Campaign
There comes a moment in life when one is forced to praise an enemy for his/her smartness in handling a situation. Homeshop18’s new ad captures this rare instance between a saas and bahu. The spot opens with the latter unwrapping a newly purchased microwave while her hyper mother-in- law (played by actor Kirron Kher) enters the room. The daughter-in-law is sure that true to her nature, the mom-in-law will start a lecture to scrutinise the latest purchase. To the daughter-in- law’s surprise, Kher starts singing her praises. She appreciates her daughter-in-law by saying how her own son could not have managed such a good deal on a microwave with many attractive features.
While Kher wonders how this could be acheived by watching television, the bahu adds that the product comes with guarantee too. Unable to bear the pain of praising her bahu, the saas agrees (unwillingly) with her friend Mrs Gupta who thinks that her bahu is wise indeed.
Our Take
In its first television campaign, HomeShop18 claims to make shopping from television more promising. A typical saas-bahu routine with heavy dose of taunts and sarcasm has been given an interesting twist and the makers got it just right by casting Kher who is famous for her ?melodramatic mommy? acts in films like Om Shanti Om and Dostana. The size of the organised home-shopping industry in India is valued at Rs 500 crore. Though e-commerce and home-shopping are picking up in India, factors like touch and feel continue to be popular among the shoppers. Also, apart from Homeshop18, the only other player in this category is STAR CJ Alive. Considering all this and how such channels, at times, tire the viewers with communication focussed on seasonal offers, the ad is a breath of fresh air.
RATING