MAM

Guest column: Ads that didn't work!

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/10/24/Bangur_Cement.jpg?itok=GbTyvLwz

The advertising sector is expected to be a sophisticated and creative one. Creative heads spend hours ensuring the advertising is ‘done right’. Yet, year after year, we come across ads that fail to make any mark and instead end up being called as dunce.

These ads lack engaging storytelling, creativity and in most cases are poorly executed with actors overdoing the act.

The small and local brands deliver such howlers as they only have a small amount to spare on advertising and limited creative counsel. But at times we come across deep-pocketed household name that create bad advertisements.

If it all becomes too much to bear, please cheer yourself up with our listicle on best animated ads in India and ads that rapped with consumers.

Inspiration exists at both ends of the creative scale.The higher end has fewer options to engage with. So, here are five gems according to Publicis India head of creative Nitin Pradhan who was talking to Indiantelevision.com's Santosh Jangid.

 

Bangur Cement – Godzilla.

You’ve got to give it to this one for the sheer confidence and nerve with which it attacked the air waves.

The plot is to die for and the CG scary. Godzilla rises from the shallows of the Arabian Sea and brings down our very own Bandra Worli sea link only to bang its head and lose its tail (you read that right) to a skyscraper. A white-bearded foreigner and a few flying birds usher in a rainbow.

I’m sure they thought of it on the way to the shoot.

JK Super Cement

It has graced Indian Advertising’s Hall of Fame for long now. A skimpily clad girl rises from the sea and threateningly walks towards us before breaking into a smile. A deep voice in the background interprets the metaphor, “Vishwaas hai. Isme kuchh khaas hai.” Subtle!

Pan Bahar

Pierce Brosnan walks into a casting coup and trips. An idea which will be remembered for eons, for reasons unintended.

When in doubt cast a white man. When in more doubt cast a famous white man. And it will work. It did. And so did many Bhojpuri films.

Micromax  - Nuts, Guts, Glory.

The white man fascination continues and gets scaled up. There are many white men. And women. Quite sure the idea was to appeal to the ‘youth’.

The brand attempts to climb several rungs of the ‘aspirational’ ladder. Taking potshots at an icnoic fruit-logo brand definitely needs guts.

Not sure why they had to replace this piece so soon, then. Maybe, the boring small towners preferred reality.

MDH Spices – Flight of Taste

It’s a flight full of Indians. With a pinch of white skin added to taste. Words like ‘Khushbu’, ‘Swaad’, ‘Taste’ and the three magical letters are thrown in generously in a modest attempt to self-garland the brand multiple times along with its veteran creator. Life saving spices are dropped on to flavour starved regions of the world along with parachutes. Imagination takes a jump without one.

public://Nitin Pradhan.jpg

The observations made in this piece by Nitin Pradhan, in the pix, are with no malice at heart or high-handedness in the head against any individual or organisation. There’s always a good reason behind every piece of not-so-good work. And, how can one judge good from bad when one has been a partner in crime, some time or the other. Good sense prevails only when we look back and analyse. May be, this is that moment, according to Pradhan. However, Indiantelevision.com may not subscribe to his personal views expressed here.

 

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/nucleus.jpg?itok=NN2IJQsL
Nucleus wins PR mandate for Zolostays

Nucleus Public Relation has bagged the PR mandate for Zolostays, a co-living solutions provider, as it looks to enhance its brand visibility in India. Zolostays offers affordable, fully managed accommodations, which include food, utilities and housekeeping services.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/pradeep.jpg?itok=fr8Pv-PV
Uber appoints Pradeep Parameswaran as its new India head

Ride-sharing app Uber on Tuesday appointed Pradeep Parameshwaran as its new India and Asia head. The company's move is in line with its aim to double down on its investment in the country, as it looks to grab market share from home-grown rival Ola (ANI Technologies Pvt Ltd).

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/goal.jpg?itok=0hBJnd6r
Adidas wakes up entire neighbourhood to celebrate Football

Dentsu Aegis Network’s flagship media agency Carat, has partnered with the network’s OOH agency Posterscope, to launch a massive campaign for FIFA World cup 2018. The idea was to create buzz and excitement around FIFA and to own conversations around the World cup for Adidas in a cricket dominated...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/choice.jpg?itok=U7_vGu3m
Blush’s latest video titled ‘The Choice’ in association with Indira IVF

Indira IVF, in collaboration with Culture Machine’s digital channel ‘Blush’, released a video titled ‘The Choice’, as a part of Blush's on-going Mothers & Daughters series.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/arun.jpg?itok=Bp0jNGTf
Arun Sharma elevated to COO for Delhi business at Initiative

Initiative, which is a full-service media agency from IPG Mediabrands, has promoted Arun Sharma to the role of chief operating officer for Delhi business.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/oprah.jpg?itok=ejnr-wOD
Apple signs multi-year deal with Oprah Winfrey

MUMBAI: Remember the Oprah Winfrey show? The unstoppable business woman  behind the show has now signed a multi-year content partnership with technology company Apple. Winfrey will work with the iPhone maker to produce TV shows for its forthcoming streaming service. Winfrey is a renowned media...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/Fathers_Day.jpg?itok=Chcum7lQ
Hypercollective brings up an BBG's emotional short film on this Father's Day

The short film is created by Hyper Collective, an collaborative communication, technology and marketing company headed by KV Sridhar aka Pops.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/dentsu.jpg?itok=QyRVe7RZ
Dentsu Webchutney, Filpkart launch unique campaign with Instagram emoji slider feature

MUMBAI: Dentsu Webchutney, the multinational media and marketing communication company, has today launched a unique campaign using Instagram’s emoji slider feature for the exclusive launch of Honor 7A-SlideShot on Filpkart. The emoji slider sticker on Stories, is another fun place where your...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/jd.jpg?itok=iCvwDes0
Google invests $550 million in Chinese e-commerce company

MUMBAI: American multinational technology company, Google, is all set to invest $550 million in China’s second largest e-commerce company JD.com. The move comes as part of the technology giant’s effort to expand its presence in fast growing Asian market. Under the agreement, Google will receive 27...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories