Officially my 50th post .. god only knows why it's taken me soo long for this half century !! .. The other day i was watching some program and a flurry of crappy ads were unleashed on me .. and surprisingly,all of them were HLL (oops Unilever India) ads..the most notable(notorious!) among them was the one for Hammam .. don't know if its the same ad that gets beamed across India .. but this ad had a mother ( a severely irritating one at that)getting agitated and imagining things ( like her daughter losing confidence , developing rashes just because she forgets to tell her to buy hammam..).. she runs out of the house to stop her child .. one would think that there was some emergency looking at the concern on the mothers face .. the ad ends predictably with the child bringing her "favorite"bar of hammam .. The mother thanks her stars that a disaster has been averted ! .. Cheesy as hell !!
We were taught never to underestimate the intelligence of the customer at b-school .. but HLL ads consistently dumbs down it's customers.. One of our visiting profs , who was also involved with the HLL accounts long time back (i think O & M was servicing them then.) told us that HLL did that because they didn't want the ads to be bigger than their products..well, then why advertise at all..they might be able to cut down on media planning costs by just displaying ticker messages during programmers ..what happened to "Lyrils" of the world..As much as i hate admitting it , Lalitha Ji ,is an icon .. and collective psyche of Indian middle class still remember Lalitha ji, despite her grating on nerves..
One of my favourite ads in recent times is that of coca Cola .. the one where 2 teens sit in a library and the coke flows from the bottle to a glass drawn on the girl's hand .. incredibly ingenious ! .. i am not a coke fan ,and might never ditch Pepsi after seeing this ad .. but i liked it and it made say "wow" and isn't marketing about "wowing " people ? ..I don't consider myself a purist .. but ,if ads have to exist , they might as well be creative and fun !
I wish people making ads, wouldn't dumb us down ..i might not want to buy your product because of your ad.. At least, i wont crib about it on my blog ! .. what say ,guys .. whats your least favorite ad ?