AdStand: Coke, Oppo, GoIbibo, Kellogs and Deepika

There is an easy way to get eyeballs, that is to sign up the current superstar and watch the brand soar. Coke, Kellogs, GoIbibo and Gionee have all got the advantage of having possibly the hottest celebrity as the endorser. All the brands have released the ads at the same time, giving the brands a certain topicality.

 

The Coke Elevator Campaign

While Pepsi faltered in its campaign, Coke has kept the narrative simple and created a very Coke kind of spot. The story of a star bumping into a commoner, connecting with each other and the star leaving the common stranger with a goofy grin makes for super viewing.

There is a certain charm that Deepika brings to the commercial and despite a very tight story line and little space to improvise makes the commercial memorable. The hotel room service steward is also perfectly cast.

The spot though is adapted from the international commercial of Coke. The international commercial is a modern day Cinderella story where an ordinary girl bumps into a celebrity DJ and ends up having her own starry moment and a selfie that didn’t work out as well as she thought it would. The winner this the interactive digital content which takes you floor by floor giving you a taste of candid moments.

The digital campaign has far more interesting take on the modern Cinderella story than just a selfie that is dominated by a bottle of Coke. This is a winner from Coke

 

Selfie and Oppo

Oppo was about the love story between two stars. These two stars haven’t been cast together in a movie, so by a phone brand that was a brave move. The brand has now moved beyond love story, into Selfie. The emotion of finding long lost love has been replaced by narcissistic feel of looking at your face with a weird pout. Deepika is fighting the pout war with Alia and Ranveer. This is an interesting war out there, pouts, pouts and pouts and three hottest celebrities.

 

GoIbibo and Deepika

At 8.5 million views in YouTube alone GoIbibo is doing very well to help Deepika make money by using her contacts on her phone book. This is a simple tale that is enlivened by Deepika, but more by the technologically challenged aunt. The aunt plays the old-world-old–idiom driven lady with extreme pizzazz. It’s the casting that is inspired, the rest of the ad is usual.

 

Kellogs and Deepika

 

Kellogs and Deepika were into selfies last year. Deepika was showing off her weight loss post two week challenge last year. This year Kellogs Special K Protein is more about maintaining your weight by eating the most tempting Cranberry flavoured cereal. There are many cranberries in the commercial, almost from frame one to frame hundred. Its just in final frame you discover that Kellogs has two more flavours. This is a classical packaged food commercial, and does the job of selling the breakfast well. Kellogs will benefit from having a supremely fit and attractive Deepika as its ambassador

 

Deepika and new ASCI Guidelines

ASCI’s new guidelines for brand endorsers and will the guideline have an impact on Deepika’s brands? The bubbly drink is about making friends, that should be safe. The dual lens cell phone is about selfies, you can’t debate that. The travel brand is about making money from friends, that’s a matter between friends. The breakfast cereal is about maintain weight. May be Deepika now needs to hire a nutritionist and a food scientist. Or may be Kellogs can explore selfies again.

They are in fashion.

Original published here: http://bestmediainfo.com/2017/04/ad-stand-coke-oppo-goibibo-kellogg-s-and-deepika/

 

Simple narratives, great impact

The Great Khali powered Ambuja Cement to glory earlier this month; last week it was Shiseido winning the Internet hands down.

Shiseido’s High School Girl? is a delightful film about a good old beauty brand that taps into Japan’s popular culture to create a film that makes the brand super cool. Unlike most beauty brands, it doesn’t drown the viewer in scientific mumbo-jumbo or complicated product demonstrations or even a cleverly written base line. There is a clever little twist in the film, which if you have seen you will get it, so I won’t spoil it for you if you haven’t watched it. In the beauty category, the twist is neither new nor surprising. What works is the way the twist has been woven into the narrative. Much like the earlier Great Khali TVC, the final brand baseline is simple: “Anyone Can Be Cute”.

The brand is not telling the tales of transgender or cross dressing, it’s a simple demonstration of what ‘transformation’ is all about and how gender fluidity is becoming a part of pop culture. At almost 6 million views in less than a week, Shiseido has been winning the world over.

I want to contrast the Shiseido effort with two TVCs that were all over my timeline this week – one brand new TVC from Tanishq and other, a year-old TVC from Dabur Honey.

Tanishq’s new Diwali TVC featuring Deepika and Prakash Padukone is for a range called Divyam. Divyam by Tanishq is about a good start to the New Year, as the brand promise suggests. The narrative is all about how the family is going about celebrating Diwali like it goes about every year. Like every year, they clean, cook, wish and gift new things to each other and to loved ones. It builds a routine till the daughter talks about the gift she gets. It is then that the narrative changes, it is not mundane, it is happy and melodramatic. Was Deepika surprised about the gift or was she expecting the gift to be Tanishq all the time? Does the father-daughter bond go up many notches because of an expensive gift? Tanishq has done much better than this. Somehow the twist in the ad is more mundane then the entire sequence the TVC builds up to.

Dabur Honey’s TVC is a year old by its date of upload on YouTube, but the MissMalini.com review of the ad is fairly recent. Either way, the TVC is stuck in the 70s in its narrative. It’s a good thing to position honey as beauty food, not many food brands have been able to do that, but to build the brand in such a stereotypical way is completely out of sync with today’s times. Even advertising which is not the most progressive when it comes to gender portrayal has done much better than this. What if it had kept the narrative simple? What if the effect of attractive wife was the husband trying to get fitter and leave being glued to his laptop or whatever he was trying to come to grips with on his desk?

Brands win when they keep the narratives simple. Brands win when the narrative doesn’t dumb down the audience. That’s why more power to Ambuja and Shiseido.

Original published here http://www.bestmediainfo.com/2015/10/adstand-simple-narratives-great-impact/