We could witness some interesting ads during
this IPL, personally i am happy that marketers are looking at this window for
some good communication. Here we go with some very good and not so good
advertising during 2017:
Vodafone:
This brand from Ogilvy has always lured the audience, made
them talk about their TVCs. Zoo Zoos were exclusively created for this way back
in 2006. This year’s advertising
features the product story on 4G through Padma Bhushan Shanta
Dhananjayan and V.P Dhananjayan from Chennai. The brand has engaged the
audience so effectively that one is looking forward to the next spot. The brand
has managed to maintain the interest on the communication.
Vodafone did use the popular
Zoo Zoos to celebrate 10 years of IPL during the initial phase of IPL 2017.
Amazon: Another
Ogilvy campaign that took forward the idea of “Sapno ki apna dukhan” through a
series of TVCs exclusively created around cricket and IPL. As this one also has
a cricket team, Some of the spots were good as they brought a few smiles. But
the engagement and empathy factor wasn’t growing nor there was any intrigue.
Polycab wires : Considering the strong national footprint
the IPL will offer these commercials are made in multiple languages with one
common anchor “ Paresh Rawal”. Models from the respective regions have been
used. I felt the whole idea was a refreshing one, as they avoided dubbing. Strategically
impressive but creatively not scoring.
Ceat Tyres:
Fresh set of commercials centered around “There are idiots on the road”
impresses with its execution. The performance of the cast is excellent and we
could easily emphathise with every situation captured. Another Ogilvy contribution.
Havells
: Multiples TVCs on different products were rolled out. The
one that stands out is the “Tuh fire hai tho mein wire hai” commercial on the
TN popular art form “ Puli aattam”.
Set of ads featuring Bomman Irani for MCB
switches simply irritates and goes overboard, doesn’t have the finesse of the
earlier set.
The dust resistant fan commercial featuring a couple comes good
Parle
has come out a set of commercials with each one bringing forward atleast two of
their biscuit brands. These are interesting as they just attempt towards
driving one point “Parle Range”.
Kingfisher
commercial using different IPL teams for its “ Mannequin Challenge” looks fresh
Frooti
with Aliabhatt just concentrates on execution
Voltas
Inverter AC doesn’t cut enough ice
Oppo
camera phone irritates you inspite of having an excellent product feature
Maruti
has focussed on Brezza with 2-3 spots, fail to impress
Jupiter
from TVS has rolled out some fresh commercial on the thought of “ Impresses by
its looks”. Usage of languages in the song makes it different for better recall
Durex
with Ranveer Singh lacks the required punch
Yamaha Fascino, Reliance Jio, Sporto underwear,
Standard Fans, Surya bulbs, Crompton, Fair & Handsome, Airtel, Ajay Devgn
for some pan masala, Taj were some of the other brands that get affected in the
clutter.
