Sunday, November 1, 2015

Pepsi Thi Pi Gaya

From the time Pepsi was introduced in India, as far as I can remember, their TV commercials have always featured celebrities. The very first TVC had singer Remo Fernandes and the ads which were released in the later years featured film and sports personalities. After seeing Pepsi advertising dominated by celebrities for years this new ad campaign comes as a refreshing change – there are no celebrities here but what we see are ordinary people; the ad features young men and women who happen to be Pepsi’s core target audience. The ad shows college students protesting and threatening to go on an indefinite hunger strike until their demands are met; one of the agitating students notices a bottle of Pepsi which he finds irresistible, he grabs the Pepsi bottle and drinks, thus causing great disappointment to his fellow agitating students, the Pepsi drinker reacts by coolly saying ‘Pepsi thi yaar, pi gaya’ and looks around with ‘I-drank-Pepsi-so-what-is-the-fuss-all-about?’ expression.

Thursday, October 1, 2015

Pepperfry – Why wait for Diwali?

Every year during the festival time in India, we are bombarded with special ad campaigns mainly in newspapers, TV and the internet. Most of these ads announce discounts and special offers for various products. These campaigns reach a peak during Diwali. Currently, a leading online furniture marketer, is running a pre-Diwali (2015) ad campaign – Why wait for Diwali sale? For high value products such as furniture most customers prefer postponing purchases till the time festival discounts are announced, the purpose of this campaign is to persuade customers to buy furniture, offered by Pepperfry at a discount, before stiff competition sets in during or just before Diwali. This clearly is a clever marketing move but what interested me were the scripts and the execution of the four interesting TV commercials(TVC) which comprise this campaign. You can watch the commercials at the end of this article below.

Wednesday, September 2, 2015

Know about plywood – Ask Greenply

Greenply has recently launched a new advertising campaign Ask Greenply. The campaign comprises three ads – 'Nayi Maa', 'Dhongi Baba' and 'The Couple'. In each of the ads an awkward situation is shown and when a character is asked a question he gets dumbfounded. The ads are humorous and the primary objective of this campaign is to urge consumers to ask questions on plywood, in order to enable this a website ( and helpline number appear at the end of each ad. There is no need for me to describe these ads in detail since I have embedded them below at the end of this article.

Saturday, August 1, 2015

FAASOS APP Ad Campaign – A combination of good copy, good design and some humour

Faasos (earlier Faaso's) has been in the market for four or five years and has been expanding despite growing competition. The competition is just not from food brands in this category but also from other fast food or convenience food brands, both Indian and foreign, which are present in the market today; those being, various brands of pizzas, kabaab rolls, savouries, biriyanis and other such food items. Convenience food items of various kinds sold by local players, who do not have a presence in cities and towns other than where they are situated, also pose competition to Faasos; the convenience food market in India is becoming more and more competitive; the consumer today enjoys a lot of choice.

Wednesday, July 1, 2015

IIN – What exactly was the idea behind this campaign?

The present IIN (Idea Internet Network) advertising campaign from Idea Cellular is generally believed to be gimmicky and misleading by many who have seen it; while I agree with that I also believe that it is among the most interesting ad campaigns I have seen in the past one year. It is quite evident that people have been misled into believing that IIN is some kind of an educational institution which is incorrect; IIN is simply about accessing the internet using Idea Cellular’s network.

The IIN ad campaign comprises eleven ads (I do not know if there are more), to watch them please click here to go to Idea’s YouTube channel. As reported in the media this campaign is a follow-up to the ‘No Ullu Banaoing’ campaign. While ‘No Ullu Banaoing’ campaign educated users on using the mobile Idea’s internet services, the IIN ad campaign Idea Cellular takes it a step forward, the objective here is to empower users, especially the youth, of using internet to their advantage. The campaign is supposed to highlight the fact that one can solve problems and achieve one’s goals in life by self-educating through the internet which can be accessed through the Idea Internet Network.

Monday, April 20, 2015

Pushpinder – Pushing for higher market share

The Servo 4T – Pushpinder TV commercial has been on television for quite some time now. It shows a young man pushing his motorcycle and is being made fun of by everyone who sees him; he has even been given a nickname – Pushpinder, because he is always seen pushing his motorcycle. To my mind the approach taken for creating this campaign is very different from those of its competitors. The primary function of any lubricant is to reduce friction between moving parts, thus reduce wear and tear, and also prevent corrosion; this enables the machinery to work efficiently for a long time. The message communicated in all advertisements for lubricants is essentially this but the manner in which it is communicated differs from brand to brand. The Servo 4T – Pushpinder TV commercial also conveys essentially the same message but adds another aspect, that being, if a person were to use inferior lubricants, he would not only face hardship (pushing the bike) but also humiliation (people making fun), it further adds that Servo 4T keeps your bike in great shape by caring for the engine, clutch and gear.     

Saturday, January 17, 2015


At the beginning of every year I generally pick out some of my favourite ads of the previous year and write about them, this year I will not do that, instead I will make short comments on a few ads that caught my attention. So let me begin:

This is a five ad campaign, I am not aware if there are more, where the message in each ad is very clear, that when you need to by a car you do not need to go around asking different people, nor will ask you unnecessary questions. The reason being that they are the experts in cars. The links to the ads are given below:

Mother Dairy Doodh

The visual in this ad bears a striking similarity to one of my favourite stop motion animation videos, click here Her Morning Elegance to view it and decide for yourself. I think it is okay to be inspired by what you see and experience but simply copying thoughtlessly is not good advertising.


It is quite obvious that this ad is targeted at the Indian traveller. Interaction between the grandfather and grandson has been used to dispel any doubt or wrong ideas the Indian traveller might have regarding Germans. The ad has been directed very well and I quite like the way the little boy reacts to whatever his grandfather says.

The audio in this ad has a striking resemblance to the song in this video Lenka – Everything At Once. This music video of Lenka was use for launching Windows 8. Watch the ad below:

Philips Air Fryer
This product belongs to a whole new category; the ad presents a new concept – using air to fry food. The concept is beautifully explained and the benefit that is communicated is that you need to use very little oil if you are using Philips Air Fryer; hence the food is better for health. I think it is a simple, no frills ad that explains the concept of air frying perfectly.

Colgate Slim Soft Charcoal Toothbrushes
We have heard of charcoal being used for purifying water but this is the first time that charcoal is being used in toothbrushes for cleaning teeth, the ad explain how charcoal infused toothbrushes are better. I have yet to see this in shops; it would be interesting to see how this new concept in brushing works with consumers.

Hi Care
When you first see the ad you get the impression that the product being advertised is for protection against rain, the product is actually against pests. While reading the newspaper people generally do not read the copy of those ads that are of no interest to them, so it is imperative that the visual create the right impression at the first glance.