Some advertisements really capture the imagination. A smart amalgam of creativity, innovation, message, humour, etc make some ads stand out amidst a multitude of commercials that scream at you for attention.
The year 2010 too saw some great ads that held the audience spellbound. Here are some a few such those advertisements that struck a chord with us because of their creativity and innovation:
Brand: Vodafone (Blackberry)
Advertiser: Vodafone Essar Limited
Creative Agency: Ogilvy, India
Last year, it was the Zoo Zoos that made it big for Vodafone, and now they have the 'Blackberry boys'.
The story starts with five suited executive types bragging about their status and BlackBerry phones. But soon they are joined by different classes of people -- college students, young professionals, housewives, and so on.
The commercial goes on to saying that with Vodafone's service on Blackberry, now everyone can own the elite Blackberry. This message is beautifully delivered through its catchy and perky jingle - We are the Blackberry Boys.
One must admit that Vodafone does know how to get its ads right!
Brand: Cadbury Dairy Milk
Advertiser: Cadbury India
Creative Agency: Ogilvy, India
The Shubh Aarambh series is a simple and effective concept.
The new Cadbury's TVC targets customers in all age groups. This campaign is based on the concept of the Indian tradition of having something sweet before every auspicious occasion, with the belief that it will lead to a favourable outcome.
It certainly goes down well with everyone -- the boy-next-door trying to impress a girl, or the nervous older lady who is wearing a pair of jeans for the first time.
Brand: Idea
Advertiser: Aditya Birla Group
Creative Agency: Lowe Lintas,India
Simplicity is what one thinks of when one sees the execution of IDEA Cellular's Language unites India commercial.
With the popularity of "What an Idea, Sir-ji!" tagline, Abhishek Bhacchan being the Sirji, this time plays the role of a deaf and mute tea stall worker.
Here, he helps his regular customers - four friends - who are posted in different parts of India to get over their local language barrier.
He suggests how IDEA mobile can be good filler for their communication deficiency in their so called unknown places.
Brand: Ceat Tyres
Advertiser: CEAT Ltd
Creative Agency: Ogilvy, India
Production house: Magic hours production
Be Idiot Safe -- a dig at rash drivers and careless pedestrians.
This time, Ceat sends home the right message. The campaign runs on the theme that roads are full of idiots and thus it is better to be idiot-safe with Ceat Tyres.
The ads are currently focusing on the "better road grip" feature of Ceat bike tyres.
Road grip is an important, relevant feature as far as tyres are concerned and Ceat has tried to own up that feature.
Brand: Vodafone Delights
Advertiser: Vodafone Essar Limited
Creative Agency: Ogilvy, India
Production House: Nirvana Films
Sweet and innocent - describes the value-added services from Vodafone.
Vodafone is promoting "Delights", a world of exclusive deals and discounts, with a TVC featuring school girls in black and white films.
A series of TVCs - "Classroom", "Cycles" and "Annual Day" - shares a message that it feels nice when someone gives you special attention.
These are all based on one common theme - the emotional response associated with receiving special gifts.
Advertiser: Madhya Pradesh State Tourism Development Corporation Ltd
Creative Agency: Ogilvy, India
There's just one word to describe this ad -- amazing.
Ogilvy creates a new TVC for MP Tourism with shadow artistes from Bengal, bringing Madhya Pradesh Tourism alive through their campaign ''MPajab hai, sabse gajab hai".
This campaign, the third in a series of hugely popular and successful campaigns done in the past, is based on the ancient art of shadowgraphy.
This art form woven around an earthy and rustic musical jingle captures some of the unique and surprising facts about Madhya Pradesh.
Brand: Alpenliebe
Company: Perfetti Van Melle India Pvt. Ltd
Creative Agency: McCann Erickson, India
Production House: Equinox Films
Greed -- Alpenliebe's ongoing theme is well reflected in this commercial.
First, it was the crocodile accompanying actress Kajol, and now it's Kajol dancing to the tunes of a monkey.
Playing with the Darwinian theory of evolution, the storyline of the new TVC is this: a madaari (the master who makes monkeys perform) lures his pet - Kajol, in this case - out from her hiding place in a tree by tempting her with an Alpenliebe.
At his behest, she dances for the kids watching, pretends to be a bride and acts like a goon. However, when she realises the madaari may not give her the candy, she growls like a monkey.
The master instantly relents and gives Kajol the candy, as the voiceover states, "Aadmi ho ya bander, lalaach ek shaswat sach hai [Whether it's a human or a monkey, greed is an unchallengeable truth]."
Brand: MetLife India
Advertiser: MetLife India
Creative Agency: McCann Erickson, India
Meaningful and delightful is how one can describe this Metlife commercial.
Being a simple commercial, the main idea immediately engages the audience. The message is driven home in an effective, uncomplicated manner, unlike most other insurance ads.
Of course, the naughty kid and playful granny make the ad a real rib tickler.
Advertiser: Indian Railways
Creative Agency: Ogilvy, India
Production House: Nirvana
This Indian Railways commercial has a very unique concept and tends to grab the consumers' attention.
Shot in a simple, yet effective manner of an adult (human) train, running across different locales.
The commercial, thus, portrays the reach of the Indian Railway network and ends with the words - 'Desh ka mail, Indian Rail!'
Brand: Airtel
Advertiser: Bharti Airtel
Creative Agency: JWT, India
It's engaging and entertaining. The street dance performance by Harihardas accompanied by Oscar winner A R Rehman's music, this commercial talks about Live entertainment on Airtel's upcoming 3G service.
The commercial opens on a busy street, where a girl is running late for work, but she can't stop and notice the street performance.
Soon, the performer follows her wherever she goes. The commercial ends with the tag line Live Entertainment on Airtel internet on 3G.
Advertiser: Religare
Creative Agency: Scarecrow Communications, India
Production House: Code Red Films
Bigger is better -- this is the message that one of the largest broking houses in the country -- Religare Broking wants to convey across all the class and category of people through its campaign.
Humour is the common theme across all its commercials. These commercials tell you a story in an engaging humorous way, which is then beautifully connected to the product. It's a perfect combination.
Religare has launched two TVCs titled Archery Contest and Indian Wedding Car, conveys the message "Size is important" and "Choose the right vehicle", while keeping the campaign idea very simple yet simplistic.
Brand: Tata Sky
Advertiser: Tata Sky Ltd
Creative Agency: Ogilvy, India
Actor Aamir Khan does it again. This time he plays the role of careless barber, an over-powering shopkeeper to drive home the message that now customers have a choice to choose the channels they want to watch.
The commercial ends with a tag line 'package wohi choono jo apko pasand ho'.
So, now you can watch channels according to your taste, budget, and language or genre preferences.
Brand: Tata Tea Premium
Advertiser: Tata Tea
Creative Agency: Lowe Lintas, India
Production House: Chrome Pictures
Keeping it's Jaago Re movement alive, the new commercial from Tata Tea Premium creates public awareness against corruption.
Interestingly, the execution of the campaign takes forward the crusade against corruption keeping the story of 'unique mix of 'badi & choti patti' as it's main theme.
The commercial features a corrupt official asking for bribe and using patti as a metaphor for money. The lady, who is applying for a license to start her beauty parlour, promptly offers the official a pack of Tata Tea Premium with choti & badi patti.
Thus, Tata Tea Premium has once again taken the lead in providing value and a cup of tea to the consumers.
Brand: Maruti Suzuki Zen Estilo
Advertiser: Maruti Suzuki India Ltd
Creative Agency: Dentsu Creative Impact , India
Maruti Suzuki India has launched its latest campaign to create a buzz for its tall-boy hatchback, the Zen Estilo.
The advertising spend for the Zen Estilo is estimated at Rs 6 crore, and for the first time, crash-test dummies have been used in an Indian automobile campaign.
Crash-test dummies, paints, and the Zen Estilo is seen in the background. A male crash-test dummy comes alive, switches on the light, and immediately walks out of the cage. He strokes the Zen Estilo, takes the driver's seat.
He brakes when he sees a female dummy standing in front of the car. He winks at her as he offers her to go for a drive. She nods, gets into the car, and as she appreciates the interior, the male looks proud. The voice-over: Come alive.
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