Team BrandWagon reviews some outstanding and some ordinary ads released this festive season:
Dell: A social media twist
Campaign: Share the Joy
Company: Dell India
Agency: Grey Group
The TVC begins with a young man who is unable to go home for the festival of Diwali, and shares his disappointment on his social network using a Dell laptop. His friends respond by showing up at his home to include him in the festivities. A woman decides to book tickets for her household help using her Dell desktop in order to reunite him with his family during the festival. A brother-sister duo includes children playing on the street in the festivities by projecting a life-sized live stream of Dussehra celebrations onto a wall nearby. Each time, a Dell system plays hero.
There has been a lot of talk about technology and social media being impersonal and driving people apart instead of bringing them closer, as was intended. Spinning this insight on its head, Dell’s festive campaign from last year, ‘Connected Dell Se’, showed a family coming together to celebrate Diwali with the help of Dell products and the power of technology.
Continuing the same line of thought this year, its ‘Share the Joy’ campaign shows people getting inspired by random acts of festive kindness seen on their social media and instantly applying the same in their own immediate environment using Dell products. A social media twist to the concept of ‘pay it forward’, so to speak.
We like that the theme from last year has been continued without resorting to a repetition in the narrative. While last year’s TVC was about technology bringing joy to a family during the festive season, this year it goes a step further and shows the contentment in sharing the joy with others.
Although a festive special, the TVC maintains consistency with Dell’s non-festive commercials that focus on Dell products enabling and empowering people to do more with their lives. With a mixed bag featuring friends, a housewife, a young couple and siblings, the film manages to talk to not only the brand’s varied target groups at once but also highlights Dell’s product range. Simple, without being over the top as is assumed for festive specials, Dell’s ‘Share the Joy’ TVC, like last year, leaves you feeling warm and joyous. We like this one.
By Henna Achhpal
Nerolac: Jaded and faded
Campaign: Jab Ghar Ki Raunak Badhani Ho
Company: Kansai Nerolac Paints
Agency: FCB Ulka
A boy reminds his father of the Diwali party they are to host in their home for his friends, but when the father expresses embarrassment about the lacklustre house walls, the boy calls for ‘back-up’—enter brand endorser Shah Rukh Khan, along with the boy’s young friends who paint the home up with Nerolac.
This is the official comeback commercial for Nerolac’s signature advertising tune, ‘Jab ghar ki raunak badhaani ho’.
The jingle which was popular as far back as in the 90s, became iconic by default—for simply sticking around so long.
But in recent years, the brand had discontinued the jingle to be more contemporary and relevant. After more than a decade, it had reintroduced an adaptation of the jingle in 2010, to promote a new range, the ‘healthy home’ paint.
Considering the strong impact this tune still has in consumers’ minds, Kansai Nerolac has relaunched its signature jingle this festive season using the sonic branding method.
The festive season campaign, conceptualised by FCB Ulka, consists of two TVCs —one in Hindi for Diwali and the other for the Bengali market for Durga Puja. The TVCs features the company’s long-term brand ambassador Shah Rukh Khan as a part of its strategy to connect with audiences.
Market research conducted by the brand indicated that the tune has extremely high recall and nostalgic value among people even today. In the past few years, Nerolac’s advertisements have focused on explaining and conveying its technological advances and product innovations like ‘High Definition’ paints. The new ad campaign focuses on
re-establishing the emotional connect that it has had with its consumers.
While talks of nostalgia etc are great, and yes the jingle is memorable, we find the TVC lacks colour (no pun intended). Sure, the children in the ad are cute and the actor suits the role of the brand evangelist, but apart from the jingle, it would be difficult to say that people will remember the ad. Nerolac has created better commercials in the past. This particular TVC is marred with a mediocre creative and jaded execution.
By Meghna Sharma
Snapdeal: An excuse to shop
Campaign: Yeh Diwali, Dil ki Deal Wali
Agency: FCB Ulka
“Hum ab bhi wahin khade hai, na hum badle, na hum mote ho rahe hai,” says Aamir Khan in shayari style, as the camera zooms out to show an overweight Khan sitting on a chair surrounded by people. The actor blames his clothes for his appearance, continuing, “Ye toh kambakht kapdon ki hai shararat, jo apne aap chhote ho rahe hain.”
It was earlier this year that Snapdeal roped in actor Aamir Khan as brand ambassador— a move similar to many of its counterparts, who employ celebrity endorsers to woo customers in the highly competitive e-commerce market. Since then, the actor has helped the online market player to connect not only with customers but get on board dealers as well.
Taking forward from ‘Dil ki deal’ campaign, Snapdeal unleashed its new brand campaign called ‘Yeh Diwali, Dil ki Deal Wali’ this festive season, featuring Khan in the avatar of a ‘shayar’ or poet. The campaign, an attempt to build a ‘differentiated’ connect, focuses on engaging with the audience beyond the transactional proposition and urges them to celebrate the festive season in true Snapdeal-style. As a quirky shayar, the actor, through his self-deprecating humour, drives the message that no matter how things may turn out in life, you will always find a Dil ki Deal on Snapdeal.
The TVC strikes a chord with the audience as it provides a solution. Diwali, being one of the most cluttered advertising periods in the year, always poses a challenge for advertisers to stand out from the clutter. We think the agency’s idea of sale-o-shayari works in this case, as it hopes to deliver the message with a dash of humour. But would the creative stand out by itself had a powerful celebrity endorser not backed it? Food for thought.
The actor, who has put on weight for his upcoming film, Dangal, adds a realistic touch to the story in a very poetic manner. Who doesn’t want new clothes? All of us need an excuse to go shopping during Diwali and the insight of ‘outgrowing clothes’ as one puts on weight is very identifiable for the foodie Indian.
The TVC was launched almost two months before the festive season started, but whether it leads to sales/conversions during the festive period is something we will know only later.
By Meghna Sharma
Tanishq: A family show
Campaign: Iss Baar Bhi
Company: Titan Company
Agency: Lowe Lintas
The commercial opens on the shot of Deepika Padukone waking up in the morning with loud sounds of crackers. As she walks around the house looking at the preparations, she remembers the tradition her family has cherished over the years. The fragrance of the laddoos fills the air and she admires the intricate rangoli patterns her father has made on the floor. The diyas light up the house and Deepika anticipates what is coming next—the gold jewellery her father gifts to the ladies of the family. Tugging at the audience’s emotions, she reflects “If Diwalis are as beautiful as this, why would anyone change a single thing?”
So this one is meant to be a tear-jerker. Clearly. In this commercial, for the first time, the actress is seen sharing screen space with her mother and father. Narrating the Diwali traditions of the Padukone family, the ad cherishes the beauty of celebrating Diwali the right way.
Diwali is the harbinger of joy and prosperity in Indian households and people indulge in buying jewellery, keeping up with decade-long family traditions. Many people truly believe that if one makes a great start to the year on Diwali, the rest of the year is just as great. Clearly, the attempt is to increase occasions of gifting and consumption as far as the product is concerned.
The product aligns itself well with traditional customs, and we think the advertising brings this proposition to life. But to be honest, it is the Padukone family that brings the TVC to life. Imagine the commercial with three regular people, and it wouldn’t be as interesting. The ad manages to give a sampler into the lives of celebrities—a sureshot hook to catch the audience’s attention during the festive season, when brands anyway struggle to get their voices heard over the din of competition.
We think the commercial scores on the cast, execution and in bringing out the typical Diwali rituals of Indian households. The downside? Even though people grow up and mindsets change, traditions are timeless — something that jewellery advertising has harped on since a long time. In that sense, the commercial runs the risk of using an overused insight. But for a tactical Diwali film, this is a decent attempt.
By Devina Joshi
TVS Jupiter: An excessive endorsement
Campaign: Zyada Ka Fayda
Brand: TVS Jupiter
Company: TVS Motor Company
Agency: Dentsu Communications
The TVC opens with Amitabh Bachchan in a festively decorated home talking about the ‘zyaada’ that festivals bring along. He tells the audience that on this auspicious day, Guru or Brihaspati (that is, Jupiter) has arrived in his family. This is when the camera pans out to show a shining new TVS Jupiter. The family members are shown welcoming their new purchase in the background while Bachchan talks about the abundance of happiness that a TVS Jupiter brings with it to a family. The film concludes with festive greetings from Bachchan and TVS Jupiter.
Abundance and family have been consistent themes in TVS Jupiter TVCs under the ‘Zyada Ka Fayda’ campaign. ‘Zyada’ being the two wheeler’s USP in terms of space, mileage and comfort, the nuclear family is its core target audience. This is the first TVC from TVS Jupiter that deviates from the ‘zyada’ of its features to the ‘zyada’ its possession fetches. It is also the first ad with actor Amitabh Bachchan as the scooter’s brand ambassador.
The motor company considers Bachchan an apt fit owing to his grand personality which is believed to resonate with Jupiter’s philosophy of ‘zyada’. Directed by Shoojit Sircar, of recent Piku fame, the TVC uses the tried and tested formula of a camera-facing monologue in the foreground with a family amidst festivities as the backdrop. The brand
and creative team seem to have considered Bachchan’s presence enough for a festive TVC, not feeling the need
to pack a punch on the creative idea.
The 41-second commercial indulges in making a happenstance, and might we say forced, connection between the two-wheeler’s name and the Hindu god, Brihaspati, who rules the planet Jupiter. In India, Diwali is considered an auspicious occasion for an automobile purchase, making it the ideal time for auto players to capitalise their marketing budgets. But according to this narrative, one must welcome a shiny TVS Jupiter to their home because of the prosperity and happiness it brings to a family rather than its specs or features, of which the TVC fails to make any mention. Here’s hoping the future TVCs from TVS Jupiter are as solid as its new brand ambassador.
By Henna Achhpal