They Just Did It !!!!!



Wait, partner, wait
First let me play
If you don’t play, I’ll keep chasing you all day
Our game is like this only
Where we have no time to think
It is the game of cat and mouse
That I have begun to love
And in the falling running breaking
My destiny is entwined

This is the meaning of the Konkani background score used in the recent NIKE Ad… Isn’t it awesome? Fits so well with the concept… The Ad is the first cricket based Ad by NIKE. ( I am not counting the one with clippings of sehwags century, pathans hattrick etc) And definitely catchy because the world cup is round the corner… And it really captures the essence of the cricket mad country we have…

One interesting thing I found about this ad while surfing was that this Ad was shot in Karjat ( A small suburb between mumbai to pune)… they found a pretty cool place!!!

So the ad starts with a scene of a typical traffic jam in any big Indian city with small lanes… the lane is filled with bus filled with whites clad cricketers, a best bus, a car carrying our own S Sreesanth and Zaheer Khan… a truck trailer, a haath gadi, lots of ppl walking, a bartan wala….

One passionate batsman is bored and he climbs on the top of the team bus wit a bat… his fellow teammate comes with a ball and bowls a long hop… our hero hits it hard and rajnikant on the poster drops it and it hits an uncle sipping his tea in his balcony… The bowler says in typical gali style, “ Kya kar raha hai yaar!!!”. A amateur topless guy has the ownership of the ball. Our cricketer hero says, : “Aey Balcony, chal ball de”… (reminds me of the englishman in lagaan).. Amir errr... balcony is angry now and jumps on the trailer satnding on the road…

In the meanwhile the amazing soundtrack has started….

Balcony reaches his mark on the trailer… and starts ‘right arm where is the wicket’… 2 batsman take guard one behind the other… the ball is bowled … first guy misses it… second guy middles it… all hell breaks loose…. People start running towards mid wicket which is middle of the road… a passer by catches it … hits the bartan wala…. People shout… in the meanwhile, Sreesanth and Zaheer khan (in the NIKE india jerseys) are awestruck and join the crowd in cheering…

Ball is sent back to the bowler after series of shinings (read throwing)alongwith the elephant using his saliva from his trunk…. Bowler bowls batsman beaten for pace… ball hits where it hurts the most… lot of oohs and aahs from the crowd (literally the crowd)… sressanth and zaheer seem to know how much it pains… bowlers and fielders don’t care….. appeal hard… the umpire (medieval statue) raises his finger to the heavens (he always does) … ppl rejoice, hens quack …

Suddenly, there is external disruption… traffic has been cleared…. The trailer-cum-pitch starts moving… everyone is scared… will we fall… will we stay… who will win… Suddenly our angry young man breaks from the group of skeptical fielders… batsman sees takes guard.. The frame freezes in bowler’s delivery stride…. The sign appears : ‘Just Do It’… Frame restarts chaos continues…..

I am a big fan of NIKE’s tagline… .says a lots in 3 words…Known for its soccer based ads, Nike debuts well in cricket The ad captures the gully cricket craze in India… keeps one glued to the screen… Even my friends who hate cricket loved this one… It also delivers on the brands promise of being able to do things out of the world … NIKE recently became the official apparel sponsor for Team India. A five year contract for which the company paid BCCI Rs 196 crores. The company is targeting sales of $1 billion in India for the next five years. And I am sure without cricket that’s not possible…

“We wanted to show how cricket is played on the streets in India. These players are as tough, mean and hard (as international cricketers). On our streets in India, cricket is played in the toughest, meanest and best way. It also shows a microcosm of India” says Agnello Dias, 41, Senior Vice President and Executive Creative Director, JWT.

“Nike says it is amongst their best Nike commercials of all time. In dealer conferences in the US, they are showing this ad at the beginning and at the end. It may later be shown in the UK and elsewhere also,” says Dias, who was also the script writer for the ad.

I still have 2 small complaints… one the usage of celebrities.. Either of Sreesanth and Zaheer were not needed (Specially, not in Indian colours, maybe a casual dress would hv been better) or they should have been used atleast for one catch or somethin…
Secondly every time they show the ad on TV… diffeent parts of ads are clipped.. It doesn’t give the uniformity which I think is very important... I am not a big fan of cutting some part of ad.. And even if u r cutting it to suit time constraints cut the same thing...

But still hats off to JWT and NIKE team for coming up with this…. Its definitely a pleaure and a much needed good cricket ad…

Symbol says: 9/10

BALBIR PASHA HAMIEN KUCH SIKHAYEGA KYA??

For a change, I am writing about a social marketing initiative.. A very controversial campaign which was criticized as well as acclaimed… was loved and hated…

The BALBIR PASHA AIDS Awareness Campaign

Let’s understand first what this campaign was all about… A very visible campaign in Mumbai and other parts of Maharashtra during 2002-03.. Initial build up was made by putting a simple message on the hoardings all over…

Balbir Pasha ko AIDS hoga kya !!

Everyone was talking about it… Bus conductors, college students, rickshaw drivers, housewives… First time it was happening so openly… After that the same hoarding carried awareness messages in plain clear words normal public could understand:

1. Balbir Pasha ki regular sirf manjusha hai… lekin manjusha ke doosre kai regular hain ( Balbir Pasha only goes to manjusha regularly. However, manjusha has lot of other regulars)

2. Balbir Pasha sirf swastha dikhne walon se sambandh rakhta hai, lekin dikhne se swasthya ka pata chalta hai kya??? (Balbir Pasha keeps sexual relations with only healthy looking people, but do looks indicate about health??)

I feel this was an awesome campaign because it hit exactly where the problem was… Lots of people think that AIDS is a superficial disease and doesn’t affect them… However this campaign targeted the same normal human being… and in straightforward hard hitting language.. In an article in The Times of India, Varda Pendse, a working woman and mother of two, praised the campaign: “It made us sit up and take note of AIDS. It spoke to people in a language they understand. We cannot have a westernized campaign to spread awareness among the masses.”

The campaign created the buzz which gave the much-needed push to AIDS awareness campaign.. It created awareness about one partner theory, safe sex and use of condom… A study clearly showed that sales of Condoms dramatically increased after this campaign.. Also because of hard hitting and short sentence campaign it had a great recall (see the reference)…

All in all… a great campaign… didn’t sell products like the other campaigns do.. but spread an important message, brought AIDS awareness in the limelight.. And removed the taboo about AIDS to an extent.

Symbol says: 8.5/10

Reference: http://www.unescobkk.org/fileadmin/user_upload/arsh/News/2005/March/balbir-pasha.pdf

Dikhe Itna Accha, review to hum likhenge hi !!!!!

Nokia has around 60% market share in India mobile market. This figure is much larger in low-cost cellphones market, which works mainly on volumes. Motorola had been pretty aggressive in the last year or so. But they lacked one thing: A hit low cost phone. I think they did a pretty good job by placing MOTOFLIP in that market. However, they needed a campaign that would boost the brand in the market. Whew, didn’t they do hell of a job!!

The ad is too good, definitely one of the best in 2006. It shows a typical breakfast table scene. Mom, Dad and a son with his morning paper. They are munching on toasts and Parle-G with their morning chai. Now, the typical part is over. The ad unfolds:


Mother: “Beta, tu koi aisa kaam to nahi kar raha, jo tujhe nahi karna chahiye”

Son looks confused and in the meanwhile his biscuit piece falls in the cup (Amazingly done!!!!)

Father (Putting the Motoflip on the table) : “Kal aapki jeb se, aapki maa ko ye mila”

Father folds his hands and gives an expression meaning that he expects an explanation.
Son is dazzled by now and doesn’t know what to say. Mom is already filmy and starts crying with her palloo….

Punchline : “ Dikhe Itna mehenga, kuch to log kahenge hi.”

Man, I watched this ad again and again, never got bored… Right from the typical darkish feel to the ad to the biscuit falling, it’s marvelous. The castings and expressions of all three characters are nearly perfect. The background music fits in and contributes to the overall feel of the commercial. They really used the funda which all of us have done sometime or other: flaunt our mobile phones. The best thing is its so funny without being loud. Great Creative work.

I think this ad, along with the Outdoor campaign really clicked for MOTOROLA. It will definitely connect with the target consumers especially with young college going students. I am sure lots of MOTOFLIPs are already sold. Infact, I also feel the phone is a bargain at Rs. 3990/-.

Symbol Says: 9/10

Chai Piyo, So Jayo!!!!

I read a news story some time back. It said that colas, branded coffee and other energy drinks are eating up the market share of our “kadak chai”. The cafe coffee days and Baristas of India are winning hands down. Tea is considered an old-fashioned drink for boring people. Hence, Tea board had taken a decision to market and place Tea as a drink for all. Specially, they wanted to place tea as a youthful and energetic drink.

So this campaign with three commercial comes up. Two out of three for mid-aged people (the anniversary one and morning walk one) and this last one for the youth……

Characters: The Rich Chandu Kavi, Madhubala, and The empty pocketed Hero

Setting shows a college scene where Chandu Kavi on his knees is trying to impress our Madhubala (I have to mention that she doesn’t look good in the ad). He starts of his poem ,” Is aasma ke neeche, dharti ke upar …….. etc”. Then he takes out a ring from his pocket and offers it to Madhubala. Madhubala, however, doesn’t look amused and tries to figure out what has happened. In the meanwhile, our Hero steps in with a heart balloon…. Gives it to Chandu, takes the ring and slips it into heroine’s finger. The text labels him as – “Definitely Tea Drinker”. Madhubala is all bonkers over hero. And then comes the punch line “Chai piyo mast jiyo”

I feel the ad doesn’t create real good impact. Maybe the concept of pataofying the girl has become boring. People sell deodarants, shaving creams, mints and now tea using it. Also I feel the Hero guy doesn’t look natural. He steps in as if he is waiting to do that. He smiles as if it’s a Close Up ad. Overall, doesn’t leave a mark…. However, I like the punch line and way it is said.

Maybe they could have used a group of friends chatting on a roadside tea stall. Or maybe outlines some amazing qualities of tea. Anyways, I didn’t like the campaign much but if I had to choose one among the three commercials, I would choose the anniversary ad.

Symbol Says: 5 / 10

Must be Good!!!!

The old Indica was more and more becoming the Dabba Car. Not that it wasn’t selling, but with so many small cars in the market, repeated changes had to be made to the car. Everyone loved to hate the old Indica and hence came the Indica V2.

So now the launch… what to put in the commercials. Power packed features, forieg location, a brand ambassador or a hot chick in a short skirt?????? What to do…. Finally, nothing was needed. And the impact was awesome.

Characters: ‘LIAR LIAR’ Car Salesman (the protagonist ) and The Great Leveler Punch Bhai (The boxing Glove)

A combination of situations start flowing on the screen.


Protagonist: “Guys, you know Katrina…the super model….she proposed me (blushes…) But I said NO.”
Punch Bhai (With Intensity): DHISHOOMM…..

Protagonist: (With his boss, a#@ Licking), “Sir, you are a Genius”

Punch Bhai (Zor lagake): DHISHOOMM…..



Protagonist: (In the Gym, counting pull ups): “Seven hundred and two…”
Punch Bhai (Power Extreme): DHISHOOMM…..
Protagonist: (Now proposing a girl): " I love you…"
Punch Bhai (Knockout): DHISHOOMM…..



Protagonist is thinking about something. Punch Bhai doesn’t wait : DHISHOOMM…



Protagonist: (In suit-boot and selling the all new INDICA V2 to a customer): "The All new Indica V2, it’s got more space, more mileage, more features etc..... "

{By now he is sure that he will get the punishment from Punch Bhai for lying, so he waits for the inevitable}

Punch Bhai : ………………………………….. (Silent)

Protagonist : “ MUST BE TRUE.....”


It is all nicely done. Choice of actor is nice because he looks like a guy next door. No jazzy background music. Screenplay is cool and very near to life. All the short scenes at different locations really add up well. Only drawback might be that the features of the product are not specified very clearly. But overall a nice ad and brins a smile on your face.

Symbol Says : 8/10

“Petrol Khatam hi nahin Honda !!!!!


So another kid ad….. We Indians have this thing for sardar kids. We love them for their smart cuteness… The way they answer their parents….. This aspect nicely used in this MARUTI ad….


So when did Maruti launched this ad… The background to this ad was rising international crude prices, obviously affecting the petrol prices in India. However, the Indian middle class had started booming, and everyone wanted to buy a CAR. This implied that MARUTI had to place 800 as a family car with fuel efficiency…. Target it to the middle class…make a no-nonsense catchy ad….

So this ad start with our young sardar… taking his maruti 800 replica through all the difficult terrains in the house…. The mountains of Sofa, the pond of aquarium… the grassland on the dog, the great plane of the black board… the rich flora and fauna clad breakfast table ….. he goes on and on… Finally lands on the volcano… his dad’s belly…. The volcano (err….DAD) asks , “ Abey, gaddi band kab hogi”. So our kiddo answers smartly , “ Papa ki karan, petrol khatam hi nahin Honda”.

A CAR AD without celebrities, stunts, great camera work ….huh… but this one is a smartly done ad. Definitely, has top of mind recall. The kid portrays the love for his car but also uses it to the fullest. Also he is full of energy and raring to go…. Maybe like the car…. However, I feel the follow up ad where dad and kid are shaking a bhangra leg was not all that great…..

Symbol says : 7.5 / 10

DAAG sach mein acchein hain!!!!

I have heard people saying that, half of Indian Ads contains kids. I say, if you are using them, it should be like this. Man, it created magic out of one of the most close and beautiful relationships – Brother and Sister. It makes everyone of us nostalgic about our childhood days. . The innocence, cuteness - of our nephews, children, grandchildren, the neighbors’ kid – come alive in front of our eyes

The ad starts with a brother and sister returning home from school dressed in uniforms. The girl falls in a muddle and start crying. – “Bhaiyaaaaa….” Our angry young kid steps in and says , “Kisko maraa rey, haan”. And he start bashing the culprit. In the process, his clothes are donned by the supporting hero – “Daag”. After this – “Sorry Bol raha hai” and “Dobara Mat karna”.

Amazingly done…. I feel this is Surf’s best ad in their amazing campaign – “Daag Acchen Hain”. This campaign came at a time when all other detergents were killing of “Daags” like soldiers. This campaign gave Surf the different image in an overcrowded detergent market. The colored Daag on the packing really complemented this fact. The casting is awesome. Both the kids look like brother and sisters!!! Kudos to the director for getting the best out of them. They look like the “Kids next door”, which I am sure appeals to the masses (Middle Class). “Aur Maro – Aur Maro”- I have no chance of getting bored seeing the ad. The bro is small but mature - he understands what his sis needs – revenge. And the best dialogue is obviously – “ Sorry Bol raha hai”.

A great ad you want to watch over and over again….

Symbol says: 9.5 / 10