What’s the relevance of a Kathakali artist doing Bangra-cum-Disco and offering a soft drink to a chick?
Now watch this one.
What are they trying to tell the audience? I honestly did not understand this at all.
And then this Collar Pe Rumaal Amma Ka Kamaal.
It is ads like these that make me yawn. I can instantly go to sleep or I get so agitated that I feel like breaking the heads of the ones who made such illogical and irrelevant commercials. These are popularly termed as examples of Badvertising.
Earlier this month, Kangna Ranaut, a popular Bollywood actor, turned down a $200,000 deal to endorse a skin-whitening cream. “My sister is dusky, yet beautiful,” she said. “If I go ahead and be part of this campaign, then, in a way, I would be insulting her.”
Respect for females like Kangna Ranaut and Kalki Koechlin increases manifold with every passing day.
I completely agree that the companies are trying to utilize the emotions of Indian audience. But then there has to be some logic behind every ad. At least an ad must highlight the features/benefits/advantages of the product showcased. I come from the educational segment. To be precise, marketing & brand-building. Imagine us making a commercial or a print ad for a book on Java programming language using world’s top model and without highlighting the version covered in the book or the salient features of the book or the codes available online. I’ll slap myself left, right and center if I happen to sell even a single copy of the book because of the looks of the model instead of the content of the book. I am not a marketing expert. Neither have I studied marketing ever. But common sense tells me that marketing means selling your product based on its qualities and the customer’s need. It is definitely not selling a product because of the model’s statistics. Packaging and showcasing do matter, but not at the cost of the original product. I’m myself a buyer and I buy a product based on my requirements (market needs) and the quality of the product, the competitive features offered (key highlights in content or product) and last but not the least the pricing of the product and the discount offered.
Some of these commercials that I see on television on the rare occasions that I let my mind stop by to capture a few clips, make me go bonkers. Really? Is this how you sell a product? Pity you!
SCENE: A girl in shorts dancing around in a lush green park.
- Does this have any relevance with a sanitary napkin ad?
- Or a pressure cooker ad?
- Or a face cream ad?
- Or a packaged juice ad?
I mean who makes ads like these in this era. Grow up guys!
Another one that irritates me are the sanitary napkin ads. For God’s sake please don’t tell me that a sanitary napkin makes you want to dance in the rain or win a badminton tournament or go trekking or helps you join the armed forces. Those days are painful and irritating. Period.
And then there are a few ads that make me want to smack the people who made them. The recent Airtel ad which shows the husband and wife in a boss-employee relationship.
And then the ones that make you feel so sick and disgusted at the fact that someone actually made these ads. A recent photo shoot by Mumbai-based photographer, Raj Shetye used the 16th December Delhi gang rape as the theme. His photo series titled, The Wrong Turn, actually ended up rubbing people on the wrong side. I honestly was left wondering about the mental state of Mr. Shetye. I mean what was he thinking when he was doing that photo shoot? What was the motive behind it?
One ad campaign which I found worth the efforts was the Surf Excel’s ‘Daag Achhe Hain‘ Campaign. It highlighted the brand, the use of the product, the need of the product along with the perfect mix of the emotional quotient.
But what I felt a bit odd was that none of the ads in this campaign shows a Dad worrying or enjoying the Daag Achhe Hain moments.
- Why is it mandatory in our ads that only the mother cooks, the mother feeds, the mother cleans, the mother washes, the mother baby-sits?
- Why can’t a father take turns to clean a baby’s poop? Or may be rub his cheeks against the child’s fragrant bottoms? (Read this funny yet powerful post by Red Handed: Gullible Women!)
- Or is it that the Indian father is always supposed to be busy applying fairness creams and checking his complexion on the Fairness Meter?
- Or is he busy applying the magical deodorant and cologne to attract the neighbour’s wife? (Read this hilarious post For all my bros: G-spot in(Scent)ives by Sakshi Nanda).
If I go on, I can go on for another decade adding up ads to this list. But I have a few ‘marketing assignments’ at work to be completed tomorrow. So that’s it for now.
Do share your views. It helps me think differently and learn different perspectives.
This post is part of the WordPress Daily Prompts : 365 Writing Prompts program where the aim is to post at least once a day based on the prompts that they have provided. Today’s prompt is, “YAWN: What Bores You?”