There was always this complaint against an average Indian, he doesn’t laugh at himself, he takes himself too seriously and in process lets go so many opportunities to laugh/giggle. No more if the movies and ads of year whizzing past us have any thing to say.
Traditional cola war in advertising was muted this year. Blame it on pesticide issue. Rather than locking horns over which cola is best to be guzzled down your not so thirsty throat, Pepsi and Coke were ‘Brothers in arms”.
If Pepsi showed its concerned CEO India Rajiv Bakshi taking rounds of Pepsi factories then coke used Aamir Khan assuring people coke is worth them and fully healthy drink to gulp.”Hey I do keep guzzling down joshila drink , why not you” Aamir was persuading us ,
Traditinally MNCs tried to make their ads look as local as possible but tables were turned this time around with Indian company ads adopted the “think global, look local” philosophy.
Be it Tata in cars , Bajaj with their bikes or Raymond with their classy suits (“feels like heaven, feels like Raymond”, thankfully saved us from so arrogant “Raymond-the complete man”) , they all looked more global this year.
Ah how can we forget seemingly boring financial sector. Ever thought an ad for financial services to tickle the funny bone in you??, nah?? think twice before you leap to any preposterous conclusion, here we are --
Ogilvy and Mather’s (O&M) innovative and funny ads for SBI
So be it insurance or credit cards humor ruled the roost. Remember a poor husband peparing papads because he did not buy his wife’s statement “SBI has maximum no. of ATMs nationwide” and as usual loses to her.
Bank of Baroda banking on Mr. dependable did quite a good business. And so did Max life insurance because it’s always good to have “cover” in life, you don’t where the next bouncer is coming from.
Year also saw return of few old ad icons. Javed Jaffery -- Maggi “it’s different”. I was broght up on those humorous “it’s different ad” which saw Pankaj Kapoor and Javed Jaffery winning our hearts over and over again. And Hutch may be hot cake right now with Vodafone and Anil Ambani eyeing for lion’s share in the company , but it was so nice to see our lovely pug back.
And how can one forget ad of the year “Happydent chewing gum”. “Tera man roshan, tera dil roshan” struck the right chords, wowed laymen and ad gurus alike, and won acclamation. Prasoon Joshi’s conviction “Think in Hindi”, kept the tally going for McCann Erickson and we were the last one to complain.
Outdoor and Radio are supposed to be revolutionary ones in coming year. Hopefully 2007 fetches some more glory to Indian ad world, we are looking forward to 2007 with much sanguinity.
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