Jalebi No Longer Tastes as Sweet

One of the biggest challenges I face in my daily life as I go about my work is to tip toe on the thin line between plagiarism and inspiration. From my dad over his years of distinguished service, if there is something I have picked up, it is the absolute honesty with which one must do his or her job and then believe “Ma Faleshu....” The Bhagvad Gita has a lot of answers if we seek them well enough.

And thus as it is extremely important for me to create products that absolutely are brilliant, it is also my responsibility to give full freedom to creativity and let brilliance of individuals take over. But I am a scared man. And that’s because the line I mentioned above is absolutely thin. Every single individual who creates an advertisement lives in that constant fear – “Has the idea that has germinated in my mind, already been used in another country, in another product?” I have been fortunate to work with individuals who adhere to this strict sense of propriety and thus have rarely been worried. But even I live in that fear. If there are 6 guys in this world who look exactly the same, it’s not unnatural if 2 people have the same idea. But imagine the fall-out of such a situation.

This year itself there have been 2 movies both dealing with the theme of Snow White in a different setting. Who had the original idea? Did they individually come up with it?

The problem with ideas is essentially that since no longer we work in isolation; even ideas are results of group think. We build on each other’s thoughts to come up with a solution so that the end result can claim no one originator.

Anyway, coming back to the reason why I am going on and on is because of this ad. You all would remember it. One of the most touchingly emotional ads made in India. It might not be a great ad in terms of standard checks we have on an ad, but its greatness lies elsewhere. It stays on with you. You remember the moment. You remember the characters and from a world where there was so less clutter, you remember the Brand.

Now look at this ad – made way before by another great food company.

Where is the line between inspiration, coincidence and a feeling of betrayal? It’s too thin.

The Pepsi and Airtel Letdowns and Other Ads

Everyone who knows me and my craziness about brands, know fully well that I have always been a die hard Pepsi fan. I have rooted for them every time a new ad has come. I have reluctantly accepted the brilliance of the Thanda matlab Coca Cola campaign and yet have maintained that Pepsi connected better with its Target Segment. However, the last ad from Pepsi has disappointed me to no end. The introduction of the Youngistan Concept was a typical Pepsi execution. Funny, clever and witty with Shahrukh as the adoring elder brother, the ad was a winner. But when left alone by themselves, Ranbir and Deepika just fail to sizzle and the line that translates as “I wanted to drink your Pepsi that’s why I gave a speech.” I ave always maintained that Pepsi knows its Youth. And yet, if this is the youth of today, I am not sure if the time for my generation has come to migrate to Coke. For the first time Coke stole my heart with Gazab ki shaam hai yaaron, mile jo hum matwale... waqt na ye rukta hai, aaj tu jashn mana le...!

Speaking of Letdowns, the other company that made me crib incessantly to friends was Airtel and Nokia with their “Garb Se bolo Hallo” ad. And to think Nokia was giving us such gems as the Shahrukh ad that celebrates being in India and the N82-Story telling redefined ads. According to me it is one of the best I have seen for a mobile handset.

Of the ads I liked recently has been Havell’s fan. “Bizli ko bachati hain” was unbelievably raw and yet lovable. And however bad Vodafone Customer Care might be in reality, who will not adore the dog that runs behind a bus with the tie in its mouth?

PS: Recent reports however do show that some people do not like the ad :)

The Latest TV Ads

Recently Government enforced ban on the screening of few ads on Indian Television. And though it warranted a post as much as a post on our new President, sometimes age and work begins to tell on you.

Let’s write then about simpler things. About ads that seem to stand out amongst the ones that we get bombarded with everyday. The first one definitely is the one of Iodex. The gentleman sees a Rs. 500 note lying on the ground, pauses for a while and walks away and while you wonder if some ethical message is due soon, Iodex tells you that relieving back pain can be a good idea.

The “Gorgeous Hamesha” ad by a hair oil(Parachute). Beautiful music, something you would not want to swap with your remote and that’s where it succeeds, in capturing its audience. By the way, her name is Kritika Kamra.

Alpenliebe and Kajol. One of the most talented actresses, (though wasted in the ad as she possibly won’t be identified by the target audience with a candy) she carries around the alligator with her with ease. I just hope that she is not inspiring youngsters to throw food at the animals at our zoos.

Airtel. Though I crib while uploading every post of mine about the irregular connectivity of my cellular network and my internet, I love the ideas that the airtel ads come up with. The one with the little kid, the rains and a father in the middle of a desert pulls at your heart.