Here I pick three new advertisements from the stables of three Indian telecom houses — Idea, Reliance and Vodafone.
The Good: Let’s start with Reliance, which I’ll call the good. It’s not actually an ad I’m talking about, it’s a campaign — to advertise Reliance’s new caller tune copy service. The advertisements show one person swinging to some popular song that is playing with colourful musical notes surrounding their head. Then the person tells you that this is their caller tune, and you can press * on your Reliance mobile phone to copy it to your number. Then some other person who is in the frame, but not facing the first one hears this, presses * on a virtual keyboard that pops up in front of them and gets the same colourful notes around their head, to denote that the caller tune has been copied. The service has been around for quite some time on some other operators, and if I’m not mistaken, Idea Cellular was the first one to come up with this service and an advertisement (probably made in a south Indian language and dubbed in Hindi/English later on?) to promote it.
The execution is well-done. The camerawork and the graphics etc. along with the choice of songs is good, and the ad grabs attention. The “Hi this is my caller tune…” approach has been consistent in Reliance’s communication regarding caller tunes now, with the first campaign with lots of spots featuring different celebrities.
Interestingly the spots also have a karaoke-style line on the screen while the character is speaking, with the familiar ball-bouncing to denote the word being spoken. This is quite an unnecessary frill in the overall well-done ad, and ironically, this is the one thing where they’ve goofed up. If you look carefully, the words appearing on screen are not the ones being spoken. Why would you have it then? Especially in karaoke-style?
The Bad: Then you have our new Vodafone “musical greeting” promotion. O&M has done some really good spots in the Vodafone VAS campaign, with the man waiting in the lift for his soulmate, the man stocking up on onions in a supermarket, and the cutest one so far – the girl chasing a goat for its milk. But I think they have gone a little too far with the “down to earth, real, slice of life” approach. Three girls, holding a guitar and some other instruments standing beneath a man’s window, singing “pehla nasha”, all out of tune, rhythm and in my opinion, the guitar is being insulted in being handled that way. The idea could have run if the execution was any good. But the execution has left the idea, which is a decent one by the way, struggling. Are the greetings that Vodafone is offering us as “musical” as these girls are? If they are, then thank you very much. I’ll prefer silence.
The Excellent: My favourite commercial from the recent days is the new Idea commercial. Abhishek Bachchan is playing a tourist guide in Agra, who tries to talk to a foreigner lady for selling his services, but she seems not to understand. He assumes there is a language problem so he hands her his card, and turns around. He turns around to see her friend come to her and talk to her in sign language — they were both deaf-mute. Just then he receives a text message from her that they need a guide. We then see Bachchan tell a group of tourists about the Taj Mahal, and along with that he texts the woman whatever he is telling the others. She replies with a text – ‘what an idea’.
Truly, what an idea! To position text-messaging as a communication tool for deaf-mute people and thus increase the user base of mobile phones is truly a marvellous idea. This one is a fitting sequel to the earlier Idea spot, with Abhishek Bachchan playing a village head who replaces the usage of names for people with their mobile numbers, thus solving the caste problem plaguing his village. The spot is executed well, and the actors have played their part well. Hats off to Lowe people for an excellent campaign and another excellent advertisement in that series.