Tuesday, January 08, 2013

The Idiot Box

There are ads, and then there are those 10 that have personified the concept of how branding can be made to work for the product most efficiently and effectively. From creativity to brand recall, from concept to execution, these 10 advertisements have grabbed our attention – thanks to the commitment of the teams that created them. We present you with our review of the top three ads.

It’s the cable guy, stupid

Advertiser: Tata Sky
Baseline: Isko laga dala, toh life jingalala
Agency: Ogilvy India

4Ps B&M Take: The problem in DTH services (which you don’t have in other industries) is that customers can rarely identify differentiated services. Your competitors offer the same channel-packages as you do, their transmission signals are comparable to yours; and most importantly, in a market like India, even the pricing factor doesn’t give you an edge. But one DTH player is seen making an effort to break through the clutter with effective communication. In its recent TVC campaign (“Sorry Sir”), Tata Sky converts this ‘clone’ technology problem into a human behaviour problem, and uses it to its full advantage. The most recent of the TVCs (‘Sorry Sir 2’), shows how a married man begins to doubt his wife’s intentions, when at an hour-and-a-half past midnight, he finds her discussing films on the phone with a stranger. His wife explains that she had no option but to watch films and decide on which ones to watch next on her own, as he could not spare time to take her to the movies. The doubting husband waits for her to leave the room. Then he gets to the phone and redials the last dialled number in an attempt to find out more. “Welcome to Tata Sky. May I help you?” is the response he gets from the other end. He is relieved (apparently, Indian women don’t date cable guys). The man hardly realises during this call that his wife is standing right behind him. What follows is the wife’s glaring expression, with a voiceover saying, “Sorry Sir, par Tata Sky ki service kuch hai hi aisi. Koi bhi zaroorat ho, hamarey call centres aapkey liyey 24 ghantey khuley rehtey hain...” The TVC has a non-complex script and set, but scores points in terms of impact and clarity of message (the 24x7 customer service), with a dash of humour. Sans noise and a big celeb, this creation and execution (by the Tata Sky team at Ogilvy and director Vivek Kakkad) is worth more than a shout of jingalala! (Yes, we know, ‘jingalala’ still sounds crappy...)


Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
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