6 ads analysis

8/13/2019 6 Ads Analysis

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AD-1

Orbit White Chewing Gum Cow

The advertisement showcases a mad animal specialist, Dr. Bhatawdekar,

who speaks in Butler-English.He expounds the special quality of Orbit White

Chewing Gum that whitens the teeth of a cow that previously had yellow teeth.

His conclusion is that if it works for the cow, itll work for you too.

This commercial tries its hand at humor in drawing attention and generating

interest. It succeeds to quite an extent in this intention, but also fails at few

places.

The caricature of the doctor succeeds exceedingly well. Viewers immediately

recall the product, the brand and the entire advertisement on any reference to

Dr. Bhatawdekar.

The product and brand are duly highlighted. They are not lost during the

telecast of the advertisement. The commercials message is wound around the

product, making the product and brand as much a part of the advertisement as

the rest of the characters and the concept.

The advertisement also successfully plays to the sense of humor of the

viewers. Any reference to the product results in immediate association to the

doctor and his cow volunteer. This gives viewers a light-hearted view of the

product.

Nonetheless, there have been instances where the sentiments of viewers have

been hurt. In such cases, it seems that the concept that starts out as funny, turns

out to be a gross miscalculation of the sense of humor of the viewers.


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The characterization of the doctor and the way he speaks in English can

be construed as offensive by many viewers. Since the doctor is a deliberate

attempt at making fun of bad grammar, viewers who are insecure of their oral

abilities may find the advertisement offensive.

Overall, the advertisement has no class. Viewers can be put off by the

commercial on grounds that it displays no sophistication. The attempt at humor

can be seen as tending towards slapstick comedy and a very poor attempt at

that.

However, the advertisement does not fail completely. The product and brand

are imprinted in the minds of the consumer. Any reference to the product

brings remembrance of the humorous advertisement. And consumers purchase

the product, even if only out of a sense of absurdity.


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AD-2

Tata Nano Khushiyon Ki Chabi

It is really a wonderful advertisement in the context of the product, the target-

customer, positioning and the price. The advertisement is filmed with a semi-

urban background. I do not remember seeing any other car except the Nano in the

entire advertisement. I saw bikes (Motorcycles) though. There, the message is (as

I read it), this is the car for the area | pocket of society | region | village | town

where it is only about two-wheelers so far and not beyond that when it comes to

means of domestic (local) transportation! And, this car fits the bill really well.

The story goes on. The dad in this ad, who is financially sound, has already

informed his daughter that he is going to get a car for her (and the family). The

daughter eagerly waits for the arrival of the prized possession a car of their

own! She is delighted to see, from the terrace of her house, the car coming. Her

joy knows no bound. We see two people on a bike and they are surprised to see

that the car travels past them at a really respectable speed. The message over here

is, even though it is inexpensive, it has enough power. Then, another personwarns the driver (owner of the car) about the really bad (extremely bumpy) road a

little ahead. The driver continues with confidence and the car handles the bumpy

road well. That says, this car is really fine for those areas also where roads are not

that great.

The car eventually arrives close to home. The watchman | caretaker takes a look

at the inside of the car and says Its really big. It says that the price is small, butnot the car! Eventually the little girl is delighted (along with her other family

members) to see the car at home. And, the background music of this

advertisement is just wonderful.


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AD-3

Complan Im A Complan Boy

It is just a regular TV Commercial on Indian TV Channels.

The Catch: The doctor in this advertisement says, if children do not eat properly,

how are they going to grow right? Over here, in this advertisement, the doctor

conveys that in the absence of a balanced diet, proper physical growth of children

is questionable. That is absolutely fine. So, we see there are two problems that

this advertisement talks about.

1. Children not taking a balanced diet | Childrens reluctance to eat right.

2. Lack of physical growth because of the above point (Children not taking a

balanced diet).

However, what is the solution the advertisement talks about? It says, just get your

child Complan and all the problems are gone!! How stupid! The right solutionshould be to get your children balanced diet and instill in them right eating habits.

I mean, we should not be free to say just anything to sell our products. We the

Indians know really well about balanced diet and goof food habits. The Indian

mothers are always ready to go that extra mile to get her children the right cooked

food, even though that takes more time and effort. We are not yet fully done

with destroying our social structure and family values. Anybody who can afford a

bottle or pack of Complan can sure afford a serving of balanced diet.

And, in case of the later option (balanced diet and good eating habits) the

consumer knows exactly what he | she is eating or feeding the children. Who

knows for sure what exactly is there in Complan? I strongly believe, if a child

gets Complan and NO balanced diet, that childs mental and physical growth will

be inferior to that of a child who gets balanced diet and has good eating habits!


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The advertisement does reasonably well with its original concept, increasing the

brand recall value of Havells .The association between Havells and brightness is

also well emphasized and easy to remember. The concept and the creativity per se

are faultless. The portrayal as bright light only over the closer areas may affect

the logic behind people switching from the conventional product area of normal

bulbs to the newer product area of CFL.

Maybe Havells could have showed the whole room bathed in a white light. The

old woman and others are blinded by the light and close their eyes and fall on her

knees. Maybe an overhead shot of bright light streaming out of the windows and

lighting up an entire countryside filled with awestruck Buddhists.


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AD-5

Surf Excel Daag Achche Hai

Hindustan Unilever Limited introduced Surf in 1959, introducing the first

detergent powder into the country. At the time, housewives used laundry soap

bars to wash clothes. Surf offered them significantly better clean, with much

less effort. The promise of superlativewhiteness the articulation of a great

clean at the time, connected with consumers and helped to establish the brand.

Surf was the first national detergent brand on TV; the brand used TV to

effectively educate their consumers on how to use detergent powders in a

bucket for a better wash.

Surf Excel made a big splash with their Daag Achhe Hain advertising

campaign. The following is an analysis of the first such commercial.

The advertisement features a brother and sister duo walking home from

school, when the little girl falls into a puddle of mud. Crying, she looks to her

brother for help. Her brother gets an idea and starts beatingupthe puddle of

mud, demanding an apology. After a time and a lot of mud on his uniform, he

stands up and says, Sorry bola. The narrator then removes all

apprehensions of dirt and stains and says, DaagAcche Hain.

This advertisement is universally well-loved. This is so because it does a lot of

things right. It makes use of childrens appeal to get the advertising message

across.

The advertisement does what seldom others do cater to the emotions and

sentiments of the viewers and succeeds with it. Not only do the children

lower your guard to the advertisement, but the story, too, warms the heart of the

viewers.


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can relate to the advertisement and the actions of the little boy. The

advertisement also exudes certain warmth that reflects itself in the viewers.

The advertising mantra, AIDA, is strictly adhered to. This is one of the reasons

for its success. By showing a little boy and girl, the advertisement draws the

attention of the viewers. When the little girl falls into the puddle and starts to

cry, it creates interest in the minds of the viewers. When the tagline is spouted,

it builds, in the viewers, a desire to know more. This desire often leads to

action.

Although there is no obvious targeting, it is done so through indirect means.

Most mothers are concerned when their children come home in dirty and

messy clothes.


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This advertisement, not only sends out the message that Surf Excel will help you was

them out, but that also there is no need to fear stains.

Although the advertisement does not center on the product or brand, both are

remembered. The product and brand are subtly introduced to the viewer such that it

sub-consciously enters their minds without any jarring highlights on the product or

brand.

This advertisement also does what the majority do not. It focuses on the people

rather than the product. The sentiments, actions and emotions of the people are

highlighted and showcased throughout the advertisement in one form or another. The

product is kept discreetly tucked away and does not overpower the commercial.

Although Surf Excel is a premium brand, this advertisement caters to all the income

grades and all classes of people, across age groups. The brand and product are

positioned as accessible to all people, whoever and however they may be. The brand

image created through this advertisement is phenomenal.

The advertisement leaves people with a warm feeling. This feeling also transfers to the

product and brand. Thus, this advertisement can definitely be called and advertising

success.


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AD-6

Coca Cola Open Happiness

I think that the target audience for this product is children and teenagers because it has a

lot of toys which children like, but I also think it is aimed at adults too to bring out the

child in them. This advert attracts it target audience because of the colour red, the images

are very colourful and children like colour and toys so it draws theyre attention straight

away. It is very bold and eye-catching the red is very bright.

The main image on the advertisement is the cartoons of teddy bears, bicycles, umbrellasand school buses. This has been chosen to draw the attention of the audience. The image

has connotations of school and childhood. This would attract the target audience because

it is very colourful and bright.

The main colour used in the advertisement is red. The colour red has connotations of fun,

adventure, romance and danger mainly in this advert it is suggesting fun. The choice of

colours would attract the target audience because it is very bright and it catches most

people attention

The logo used in the advertisement is the coke bottle. This is successful because it is a

known brand. It would attract the target audience because it is known and when they see

the advertisement they will know what it is selling.

The slogan used for the product is Open up to the coke side of life.

The language used in the advertisement is Open up to the coke side of life. The word

life has connotations of philosophy and the meaning of life. This would persuade the

audience to purchase the product because it is focused on fulfilling a need and it makes

you thirsty for it because it catches the audience attention so you are more likely to be

thirsty.


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