1. Myntra.com – Hottest December ever
Insight
Good ‘Sales’ in the retail stores can are often
hindered because of queues and lack of space, despite having a good collection
of garments.
Proposition
No other sale can be as hot as this one, and you
don’t even have to sweat for it because its online.
1)
Ability to
break clutter
This ad
has been eye-catching. It definitely breaks through the clutter of ads where
only the sale is highlighted. For e.g. Snapdeal
It
succeeds in doing so by having good visuals and catchy music. It also relates
the terms ‘hot and sizzling’ to the sale which is good wordplay.
2)
Message
Impact
The
message is confusing at the start when the girl is shown taking off her clothes.
This is the part that grabs attention. However, the impact is reduced when the
sale is announced as the viewer might be watching the ad to know what’s next.
Upon knowing of the sale, the viewer might lose interest.
3)
Memorability
The catchy
music of the ad and the visuals make the ad memorable momentarily. However,
viewers might confuse the brand to be of any other e-commerce website and in
the long run may forget about it soon enough.
4)
Quality of
Execution
The
execution portrays that you can get a lot of clothes for cheap at Myntra. The
visuals and the music are decent. However, the quality and idea of the video
does not say much about the brand. It is portrayed as a ‘me too’ brand. The
proposition is lost in the bargain and the sale is highlighted. The clothes
used in the ad are rather bad. They could have used much better merchandise
along with the hot model to create that pull for customers who purchase stuff
from stores to try online shopping. The ad creates an initial excitement and
that just dies down as the ad progresses because of ill execution.
5)
Brand
Linkage
It does
not leave an emotional connect, and although the ad breaks through the clutter
in terms of noticeability, it does not add any value to the brand. It makes
Myntra look like any other e-commerce website which has a sale. It does not
leverage the brand to position it above its competitors.
2. Mother Dairy -- Sorry Mom
Insight
The insight for the Mother Dairy Ad where the mistake in made by
the kid and the blame is taken by the mother is a very simple one. It is that
when you are in trouble you always run to your mom and there is no one in the
world that will protect you like your mother.
The ad is based on two universal truths: Milk is healthy and
that children dislike drinking milk. So the challenge in the ad is not the
mothers but the kids who need to be convinced to drink milk. Instead of talking
about how tall and strong they will grow up to be tomorrow, the ad reminds them
about some of the small things in life which they fail to notice.
Proposition
The Proposition is to connect the audience emotionally to daily
life situations that every child has gone through where their mother has made a
sacrifice for them. It is to make them realize that we can never thank our
mother enough for what she has done for us.
1) Ability to break clutter
This ad has surely the ability to break the clutter out of the
many milk ads that are seen on TV today as it connects to family emotions and
shows the ad from a very different angle rather than the usual health and taste
factor.
2) Message Impact
It is an ad that pays tribute to all mothers and draws attention
to the pivotal role mothers play in the lives of their children. One of the
most important relationships based on unconditional love is a mother-child
relationship. There is nobody else you can take for granted and you know that
they are there for you all the time. The message is clear and has an impact.
3) Memorability
The impact of the message is related to the memorability of the
ad. The ad becomes memorable because these are small situations that are faced
by all of us at some point or other in our lives.
4) Quality of Execution
The overall ad is shot inside a house and the execution is very
simple. The execution becomes very important in an ad where the insight is so
simple. The father portrays a very wrong image in front of his child as he is
scolding the mother for a small material thing. This may impact the child in
behaving in an inappropriate way with the opposite gender. The execution should
have been handled in a proper manner.
Another interesting thing to note is the way they show the shot
from the kid’s point of view where he is looking at the mother only in the
conversation to see what happens. It creates that mystery factor while you
watch the ad and then you discover the twist of the mother’s sacrifice for her
child.
5) Brand Linkage
The brand of Mother Dairy has always been linked with the
connection of a mother and her child. Like all other campaigns, this ad also
lies in the same boundary. It instantly connects to the brand name and brand
idea.
3. Tata Capital Home Loans – Memories
Insight
The Insight for TATA Capital’s Home Finance is simple and
straightforward. That you have memories attached to the place where you stay.
And while shifting from one place, you call home, to the other those memories
are left behind. This Insight has been crafted into “Memories can not be
shifted” and in Hindi “Kyunki yaadein ghar nahin badla karti”.
Proposition
The proposition is to trigger an emotion that is related to the
house. These emotions are you being at that place and not having the routine
that you used to have, the friends you will miss, etc.
1) Ability to break
clutter
The message of “Kyunki yaadein ghar nahin badla karti”
surely helps in breaking the clutter. The emotion helps to break the clutter at
two levels – the storyline through children and their innocent reasons for not
wanting to leave the place.
2) Message Impact
The message is simple and a simple message is always good
and will always have an impact. The stickiness ability of the message is more
when it is simple. The radio message has more impact as compared to the TVC.
3) Memorability
Yes, the Ad has the classic feel to it. The degree of
execution is on a large, limited. But it has the potential to become memorable
in a very classic kind of a way similar to the Asian Paints “Har Ghar Kuch
Kehta Hai”. The extent of details in the Radio Spot is truly spectacular. But
this appeal falls short in the TVC. The Ad has a lot of heart to it that makes
it memorable.
4) Quality of
Execution
The TVC execution was not cutting and appealing. The
insight is very obvious. But the execution is what will make a world of
difference. The TVC has kids trying to belt out emotions that are predominantly
adult in nature. When kids use words like “Kiraayee ka ghar” is not connecting
at any level. The girl in the TVC talks in a typical child-like overtone that
is done to death by Oreo in their commercials.
The ad is made in a candid conversation kind of format
which increases its “real” value. The actors chosen for the ad look very real
and thus as they talk you tend to think if you too have some such special
memory like they are referring too.
5) Brand Linkage
The TATA Capital Home Loan brand is not Top of Mind. And
in many places the brand does not resonate at all. This is TATA Capital Housing
Finance second campaign. But the previous campaign and this one should have had
more connection in terms of telling the brand story. A more linkage in terms of
the first & its current campaign should be established. In a long-term point
of view it should not become just a list of reasons why you should buy your own
house. The first reason was you need your own space & the second being
memories cannot be shifted. For the brand to give strength and occupy mind
space, the ads must have some consistency.
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