Advertisement Analysis

Aaliya Gujral FSID level 2 (A)

• Fevicol’s ‘kissa kursi ka’ - crazy chairs• Olx – daastaan - timeless stories• Thumbs up - real heroes• Nescafe • Pepsi oh yes abhi! • Maybelline – the girl with the big eyes.

Fevicol’s ‘kissa kursi ka’Crazy Chairs

TV commercial reflecting upon the prevailing election environment in the country in 2014. Continuing its strategy to develop communication based on situations, the new TVC, developed by O&M, rode on the ongoing election bandwagon subtly imbibing the brand messaging.

The communication is more than just functional, and has kept in line with the brand proposition of strong bonding. Titled ‘Crazy Chairs’, the TVC brings a unique and humorous take on the election scenario with the help of carpenters and contractors. It builds on earlier ads where Fevicol used day-to-day situations in a funny way to communicate the brand message.

Keeping in mind the tone and manner that Fevicol has had for the last 21 years, the Fevicol ‘Crazy Chairs’ TVC captures the atmosphere created by the General Elections in the country. It borrows the excitement and interest of a common man and thereby creating a sync with the audience.

The Chair – it is the root of power and control. With a carpenter’s workshop as the setup, the ad shows different chairs that bring alive the conversation that everyone in the country was having: Who will sit on the coveted chair? In typical Fevicol brand communication style, the ad features three unique chairs, bringing alive the diversity in the political scenario. The film ends with the hope that the coveted chair be made with Fevicol so that it is sturdy stable and serves the nation for a long time.

OLX – DaastaanTimeless stories

Themed Daastaan, the campaign calls out to those who had to leave behind their treasured possessions as they left for their future nation at the time of partition. It pulls on peoples emotions and relationships.

Olx has launched two films as part of the ‘Daastaan – an initiative to reunite you with your memories’ campaign it had rolled out ahead of the Indian Independence Day 2015.

One of the two films tells the story of Ram Prakash Khullar who never got to reunite with his father after being separated from him at Lahore station on 12 August 1947. This film sees Khullar’s grandson reuniting Khullar with something to remember his separated father by – a camera. The film ends with a voiceover stating, “Yaadon ki koi sarhad nahi hoti” (Memories don’t have any borders)”. 

The second film is about Krishna Ji who had only three hours to gather all important possessions to move with her to India during the partition. Krishna Ji is helped by a documentary filmmaker who manages, through Olx, to bring Krishna Ji in possession of a LP (Long Play) vinyl record which had a song which was her mother’s favorite and was played often in her home back in Karachi.  The film ends with a voiceover stating, “Yaadon ki koi sarhad

Told in poetic verse, the campaign conceptualized by Leo Burnett India seeks to capture the emotions and memories behind those possessions, with a promise to try and get them from across the border.

Presenting OLX Daastaan. An initiative to bring back lost memories.

Thumbs up – Real Heroes

Coca-Cola India brand Thums Up has launched a digital film conceptualised by Qyuki Digital Media.

The film seeks to pay tribute to the ‘real heroes’ of India, its soldiers. The brand’s commercials have traditionally featured action heroes from Bollywood and South Indian cinema. Its theme is mostly emotional based on close relationships.

The digital film follows the journey of a soldier from his military base in North India down to his home in Kerala. He seeks out the parents of a fellow soldier who has died in the line of duty, communicating to them the loss, and handing over the martyr’s possessions. Crossing deserts, hitchhiking rides, taking buses and trains, the solider reaches home riding the backwaters of Kerala to be welcomed by his wife and young child. Just then, a news bulletin calls out to all army personnel on leave to return to their bases. Supported by his understanding spouse, he bids adieu to them again, as the theme ‘Sare jahan se achcha’ resonates with the visuals. Thums Up signs off saluting the real heroes, our soldiers.

Thums Up has always stood for strength and a spirit of inspiration. We believe that real heroes are the ones who have inner strength and compassion. This Independence Day, we wanted to celebrate the protectors of our independence, the 'True Heroes' of our nation. We wanted to salute the sons of the soil for their undying spirit and indefatigable courage

Nescafe

Nescafe has rolled out another film on the #ItAllStarts platform. The film has been conceptualised by McCann Erickson. 

The film tells the story of a cartoonist losing his job at a newspaper, as the publication decides to drop cartoons. Dejected, he gets back home and contemplates his next steps.

In the next day’s newspaper he finds an ad in the place of his cartoon. He wonders how he will spend time now, having followed the routine of having his coffee and getting down to work.

He thinks about how he went around ‘spying’ on people to 'steal' ideas for his cartoons. The coffee cup is still very much present, egging him to get back to work. He realises that if the newspaper can be printed without the cartoon, then the cartoon can be published without the newspaper. He puts up his work on digital platforms and receives appreciation in rising numbers. This is in addition to his work getting etched on shoes, tissues and even an umbrella.

The film ends with the Nescafe jingle and a super reading, 'It all starts with a Nescafe'.  

PEPSI OH YES ABHI!

Pepsi has been a winner when it comes to advertising. It talks to the youth and taps the pulse of the generation. Whether it was ‘Yehi hai right choice baby’, Change the game or ‘Oh yes abhi’, Pepsi has always connected with the current trends. 

The ‘Oh yes abhi’ campaign was meant to target the youth – known for its impatience but with a positive attitude.

The Big Idea:While Thums Up’s world was of hyper-masculinity (body), Coca Cola’s about happiness (heart), and Sprite’s was of mental smarts (mind), Pepsi decided to own the bold irreverent ‘Spirit of youth’ by making impatience a virtue!

So, while the youth are ‘impatient to make the most of now’ and the adults ‘frown at their restlessness’, Pepsi sided with the youngsters and chose to stoke this ‘can’t wait attitude’.

Pepsi created an ‘Anthem’ for a TV Commercial “OH YES ABHI” that aired across multiple youth and general entertainment channels. The TVC used celebrities like Ranbir Kapoor, Priyanka Chopra, M.S. Dhoni as well as regular youngsters to show how one’s impatience to act now and following one’s heart helps make the ‘here and now’ exciting.

Celebrities were carefully chosen to be the ones who had achieved a lot early in their respective careers and with their bold, dynamic all-new look. ‘NOW’ was dazzlingly captured’!

Maybelline – the girl with the big eyes.

It all started with a new dual-ended mascara called Big Eyes – a major launch for Maybelline. 

The story was atomized into many pieces so it could excel across all parts of the fragmented digital landscape:

“Bites” – Such as social photos, gifs and visual quotes, were created in volumes form-fitted for the brand’s social channels.

“Snacks” – Such as Vines and a :30 teaser video, lived across social and paid media.

“Meals” – The 1:30 web film and the immersive digital experience that enabled visitors to pick apart the Big Eyes story in a vertical scrolling experience at their own pace.

The basic plot: Two spies play a game of cat and mouse, but only one has a secret weapon. First, you see the male spy’s side of the story. Then the tables turn, revealing the female spy’s perspective. The theme creates a sense of mystery and alluring suspense which is also the motive of the product,