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BW Businessworld

Brands On The Box

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An India Pakistan series is always a good time to catch up on commercials, as jingles and slogans creep up on you ad nauseam. And while you are glued to the box, trust social media to come up with the pithiest comment on the action during the break! As somebody tweeted, “The youngsters who were standing on the Airtel bus have now sat down at the CCD café.” Must admit, CCD’s first ever television commercial that weaves in the social media chat culture succeeds in breaking the clutter.
 
One thought though – what’s the idea behind irritating jingles? Yes, agreed, "honey bunny, pumpkin pumpkin" may insidiously worm its way into your head and even into Sangeet ceremonies -– the ultimate proof of popularity -– but is it doing anything at all to brand Idea? The verdict from the ad frat is a resounding No.
 
Three of this fortnight’s picks:
 
 
No Longer Cheeky
Micromax, the challenger brand with chutzpah, rings in the new year with a new campaign for its brand new superfone A110 Canvas 2. The promise is that the phone with a five inch screen, 1GHz dual core processor, 8 mega pixel camera and Android 4.0 OS can do anything.
 
So, we have a young man living out the “Can Do” anything promise. Shot in South Africa, the ad created by Lowe Lintas is slick, and sends across the message that hey, here’s a phenomenal phone  through clever copy “make ugly look lovely” and so on. But hey, one misses the cheekiness that characterised most Micromax ads, and also the firangi look is a bit of a disconnect.
 
A Feast For Your Eyes
A visual feast. That’s the quick verdict on the new Sunfeast Dark fantasy television commercials created by Draftfcb Ulka on air since 20 December. Oozing a feeling of sumptuous and luxury, both the ads -– one for the chocolate variant and the other for the vanilla variant -– convey a sense of richness, through minimal use of text or words.  And the clincher is in the last shot, which as the camera suddenly zooms out shows just how far one will go for a Dark Fantasy. 
 
NEW APPROACH? The firangi look in the Micromax ad (L) seems a disconnect; Indigo (R) 'air-tested' its menu on high fliers
 
 
A Sub In The Sky
It seems all the action is in the sky these days. We had Finn Air wooing us one Diwali with Bollywood jhatkas mid air. We had KLM trying to play matchmaker with its Meet and Seat programme, where it would match passenger profiles and seat similar background people together. And now it is Indigo Airline’s turn to woo its passengers with a surprise in the sky. On one particular day, recently, over a thousand passengers aboard Indigo jets were pleasantly surprised with boxes of free food samples. The boxes contained a new range of Indigo’s signature airwiches and subs -- the menu being air-tested on high fliers. Passengers were asked to vote for their favourite, with the winner making it on-board as the 'Passenger's Choice'.  In the age of co-creation with customers, Indigo’s creative agency Wieden+Kennedy pulled off the challenge of a menu change by involving passengers in getting the best food on board.
 
Catch the fun food outing here on this link http://www.youtube.com/watch?v=K91fON1945A&feature=plcp
 
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