MAM

×

×

Guest column: Ads that didn't work!

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2017/10/24/Bangur_Cement.jpg?itok=CzAdGNaK

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

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/18/flipppcart.jpg?itok=RoO4qRrP
Flipkart celebrates The Big Billion Days with the biggest celebrities in the country, mirroring consumer excitement

Bangalore: Flipkart, India’s leading e-commerce marketplace, has unveiled its star-studded advertising campaign ahead of the much-awaited Big Billion Days. Said to be the biggest event till date, Flipkart has collaborated with celebrities and influencers across the spectrum to reach out to and...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/18/cision.jpg?itok=bz12ZrrX
Global Operators Collaborate with industry partners to Facilitate O-RAN Testing and Integration

The Open Test and Integration Center (OTIC) initiative was launched today led by a group of global operators, vendors and integrators.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/18/snapdeal.jpg?itok=qAdoVfur
Snapdeal partners Jharkhand govt to promote bamboo products

MUMBAI: Snapdeal, India’s leading value-focused marketplace, has launched hand-made bamboo products from Jharkhand on its platform. The products were launched in partnership with Mukhya Mantri Laghu Kutir Udyog Vikas Board (MMLKUB), an initiative of the Department of Industries, Government of...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/18/shubh.jpg?itok=RhKuKaIU
Shubh Loans revamps its brand identity

MUMBAI: Shubh Loans, a digital lending platform based out of Bangalore, has revealed its new brand identity with the launch of its new logo. The new logo aims to capture the Indian values of simplicity and grace. It repositions Shubh Loans as an ethical platform for access to formal credit.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/18/men.jpg?itok=3mNyR37E
MensXP unveils India’s first community-driven clean premium men’s beauty brand ‘MensXP Mud’

MUMBAI: India’s largest online men's lifestyle brand, MensXP has entered the men's grooming products sector with its clean premium men’s beauty brand, ‘MensXP Mud’. Currently, MensXP Mud offers BB Cream in 6 shades that match different skin tones, face wash (Oily/Dry skin variants), Face and Body...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/18/samsung.jpg?itok=VeOj58dh
This Festive Season, ‘Add More Love’ with Samsung’s Never Before Offers on QLED TVs, Appliances, Get Upto 25% Instant Discount, 15% Cashback

MUMBAI: Elevating the festive spirit this season, Samsung, India’s largest consumer electronics and smartphone brand, has launched its ‘Add More Love’ festival campaign offering exclusive deals and assured gifts for  consumers across India. Consumers purchasing select Samsung products such as QLED...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/18/duroflex.jpg?itok=1Ry4qoF_
Duroflex introduces India’s only certified orthopaedic mattress range

MUMBAI: In today’s day and age, there is a growing awareness on the fact that back pain simply isn’t an age related issue. It is an increasingly common lifestyle problem with known reasons like faulty sitting postures, lack of exercise and everyday stress, to name a few. A mattress that will...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/18/apolo.jpg?itok=VbZ4SH8P
Apollo Tyres sharpens focus on the SUV segment in India

MUMBAI: Apollo tyres have further consolidated their range in the SUV tyre segment with the launch of Apterra AT2, a tyre designed specially for the off-road enthusiasts. Designed and developed as a collaborative effort between the two Global R&D Centres -- in Enschede, the Netherlands and in...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/18/benetton.jpg?itok=QdWaCq0c
United Colors of Benetton opens milan fashion week with a poolside fashion show - the color wave

MUMBAI: Color Wave is the second fashion show by the historic Treviso brand. United Colors of Benetton, under the artistic direction of Jean-Charles de Castelbajac, offers a Spring/Summer 2020 fashion show inspired entirely by the sea. The location is the historic Piscina Cozzi swimming pool, a...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories