Wednesday, October 24, 2007

What an idea?



Idea had been saying " an idea can change your life" for quite some time now........
For 12 years they have resisted the 'celebrity route' and yet remained good and got noticed. The jingle and the tagline contributed but Lowe Lintas has finally dragged them into the clutter and din where already there are too many players, all looking the same with celebrities vying and vouching and vomiting for the brands....Idea somehow remained away but alas, now they too have jumped into this grinding machine....

I hate this ad, inspite of its seemingly good ideation which may look creative on the surface but will not do anything much for the brand.

Abhishek is over used and has himself become a brand who stands for everything and thus has got diluted.. No..... he may not create any vampire effect per se but he may not sell the brand either...Like father like son, how good it was if we could associate him with only a couple of brands.. but then who am I to decide how much money he should make?

But Lowe..? have they all gone bonkers? what is all this hype about"leveraging the actor’s cool quotient" when there isnt any existing in the first place and even if some is left to be extracted, does the brand require this U turn now?

Idea’s brand qualities – youthfulness, spunk, energy, irreverence, smartness and intelligence – were found to be the same as those espoused in Bachchan’s screen persona. The brief from the client was rather open-ended. Lowe was encouraged to reinvent the brand, taking off from the last thematic campaign in 2006, ‘Monkey’, which leveraged significantly on the Idea tune.....reports the media... From Monkey to Mr Bachan........Three cheers to the brains behind this....

Its a creative blunder with 8 digit mobile numbers paraded and to ask a very simple question which the creative honchos in Lowe and the Brand wizards in Idea never seems to have asked themselves before getting their one ass lift up, for this not so pleasant idea to spread its foul smell.....

What is more easier to remember ..?..A name or the phone number ..?..and that too not of one person but of the whole village....?

And sitting in Kerala, Manipur or Kutch, poor Indians get to see pathetic and pitiably dubbed versions of the ad which stares at us, makes fun of us ... scoff and scorn at us with impudence...

An idea can change your life... even bad ideas can.. for the worse , but.....

2 comments:

Anthara sharma said...

Here I disagree with you sabu.Hurray !!!! finally u have given me something to disagree. How do you say that it is so bad? It is different and it does differentiate and that is what advertising should do. right? and logic as you say need not be there in advertising . why should it be there ? how many ads which you have praised like hell in your blog in the past has logic? can u explain?

Sabu Mangalasserril said...

thanks for the candid outburst anthara... I am not questioning the ads logic as much im its execution... if execution is cool then the logic is immaterial for me... hope u got the point :)thanks again for airdashing here once n a while

Related Posts with Thumbnails