Top of the Mind | Best ads of 2007: An overview.
Posted on January 27, 2008
Filed Under Guest Columnist | 3 Comments
We all have to watch ads, whether you like it or not ,if we want to watch the idiot box. Switching channels do not help much as all channels these days have theirs commercial breaks more or less at the same time.
Amidst the plethora of ads the film makers often churn out a few ads we love to watch time and again. A few such ads are being talked about here though in random order based on this writer’s memory which like the world of advertisement has now become quite primitive!
1. Fiat Palio Stile, Agency: Leo Burnett India
Director: Manoj Pillai
“Fun times reloaded†was the tag line that guided the relaunch creative of the small car from the Turin-based automobile company. To define “fun timesâ€, the ad maker used a hit song from a 1969 Bollywood film ‘Aradhana’ and “reloaded†it on to a digital format- the girl listens to the song on her mobile.
The 2007 version of R.D. Burman’s ‘Mere sapno ki raani kab ayegi tu’ is played out by a Rajesh Khanna lookalike chasing the famous Shimla train, while driving a Fiat Palio Stile .
The heroine here is serenading, however, is not reading a book as Sharmila Tagore did in the film, but is listening to the track on her cell phone.
The high recall value of the promotion, however, rides on the popularity of the classic number from Bollywood.
2. De Beers Nakshatra, Agency: JWT India
Director: Prakash Varma
The third in a series of campaigns starring brand ambassador Aishwarya Rai Bachchan , the ad film is set against a slick backdrop of an eclipse. It was released just before the actor’s high-profile wedding to actor Abhishek Bachchan.
3. Nokia N95, Agency:Bates India/WPP Group
One of the few international advertisements to have struck a chord with Indian customers. The concept of “It’s not just one thing, it’s many†is highlighted by slick execution. A cellphone ad campaign that broke through the clutter by turning out its pockets!
4. Logan, Agency: Saatchi and Saatchi
Director: Kunal Kapoor
The pitch for the entry-level sedan from Mahindra Renault was a focus on its features. The Lara Croft-style script which began with a copter descent had a surprise ending with the lady agent deciding to drive away in the sedan she was supposed to spy on.
5. Sony Ericsson Walkman, Agency: Saatchi and Saatchi
Director: Sabal Singh Sheikhawat
The script was simple. It lead actor Hrithik Roshan’s dancing do the talking.
The catchy tag line, “I love the thumpâ€, which was splashed across promotions in all mediums, helped give the brand high recall.
6. ABN Amro One, Agency: Equus Red Cell Advertising
Director: Abhijit Chaudhury
A funny take on the cash-back offer on the credit card, spiced up with a Veerappan-like dacoit looting train passengers gave high recall for the ad film, and a slightly lower one for the brand. The risk involved in carrying cash struck an instant connect.
7. MRF ZapperAgency: Lowe Lintas/IPG
Director: Pratap Poddan
The 30-second ad film has given a brand linkage to the phrase “get a gripâ€. The laughing couple maneuvering a bike past landslide fissures on a mountain road spoke volumes in a tight, focused script. One of the more memorable campaigns for tyres .
8. Lifebuoy Liquid, Agency: Lowe Lintas
Director: Gajraj Rao
The clear demarcation of the brand from beauty soaps with the help of a “do-good†script put this ad in people’s mind. The emotive appeal of a boy rescuing a puppy, and an angry neighbour completed the picture for the family-targeted brand.
9. Vodafone Prepaid, Agency: Ogilvy and Mather
Director: Shashank Chaturvedi
The brief was difficult: to advertise the carry-over facility offered on the card. Avoiding a verbose narration, the ad concept linked stretching the validity of a card to a car low on petrol. Actor Irrfan Khan’s deadpan delivery did the rest.
10. Vodafone, Agency: Ogilvy and Mather
Director: Prakash Varma
The Hutch pug has found a new house, er, kennel, in Vodafone. This one-line focus kept the script simple and delivered the message of a name change loud and clear. The iconic pug wins yet another campaign, this time a new brand.
Posted on www.indiantvtoday.com by our guest columnist Rumni Mukherjee
About Rumni
Rumni was born and brought up in the good old city of Calcutta (as it was known then) and studied at South Point School and the famous St.Xavier’s college with a Post Grad degree from Jadavpur University. Professionally has worked in marketing and some foreign banks but then finally switched on to media industry.
She loves making friends, travelling and photography.Writing has been my passion. The trying-hard -to -make-u-laugh type serials are simply not worth watching but watches news oriented discussions, music shows.
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