Monday, October 06, 2008

Hero Honda -Dhak dhak... bore to the core !!!

Bollywood glamour idols Hrithik Roshan and Priyanka Chopra, sensational cricketers Virender Sehwag, Irfan Pathan, Suresh Raina, Gautam Gambhir and Ishant Sharma as well as ace shooter and 2004 Athens Olympics silver medallist Rajyavardhan Rathore … I am not giving a list of youth Icons here… it is the celebrity endorser list of the 3 min ad film that FCB has crafted for Hero Honda on their 25 th anniversary. The three-minute ad has it all — icons from the Mumbai film industry, heroes from the world of cricket and an Olympic medal winner. Hardly ever before has such a galaxy of stars been seen in one single advertisement…. Now some one dare to beat this seems to be the challenge…



It is a jam of celebs, this ad titled “Hero Honda Dhak Dhak Go”, serves just one purpose…. catch some wrong attention for the profligacy (Shot at five different locations across the country and abroad, including Mumbai, Jaipur and Kuala Lumpur, the project was spread over a period of two months… and all the stars, cricketers and an Olympian doing nothing ) and also for the road blocking as a media strategy with which this pitiable stuff was thrust upon us with impunity and no sense of how advertising works.

Dance, drama, chase, fights, fire balls, and a barmy mad script ( did they have one? ) and some cheap gimmicks that would have worked when Ramyaan and DD was on air…it is difficult to even believe that this company once gave us the “Fill It, Shut It, Forget It” campaign and such stuff..

“The idea is to celebrate this milestone in our journey retaining the brand’s core values but present these in a youthful manner.” Claims the company ....but how many people who see it will feel so?

How many of us will connect and make some sense out of this jamboree of celebs.. This naked parade of well known faces, who walk, dance, jump, play and do everything but connect the brand with the TG on a positive note…

The music track has been composed by Ranjit Barrot and is complemented by the voices of Shankar Mahadevan, Sukhwinder Singh and Shreya Ghoshal with its sufi touch makes some impact, one must admit but that is it…

You may have money and have a reason to celebrate… But where the hell did you pick up the idea that you can bore people to buy your stuff..?

And the Ad agency (FCB in this case) my salutes for this dare devilry...This ad is going to be a case study... How not to make celebrity advertisements... they are going to call it...

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