7Up
BBDO India
Ha ha. Mr Bling Bong shines and how! Great idea of marrying the free gold offer with the king of bling. Bling is king, bling is king, bling is king! Lovely soundtrack,
Titus Upputuru, Executive creative director, Dentsu Marcom
taking you (sliding on your knees) straight to the front row of a glitzy auditorium where Rishi Kapoor arrives in style on a moving circular stage, dressed in white bell-bottom pants. Tan tan tan, tan tan tan, tan tan tan, tan tan tan, tan, tan, tan!!!!
Love the shine. The styling. And the women with strange eye make-up at the end. Very eighties-the-mighties. And for once, we don’t have a Bollywood star asking us to “Ye wish karo, woh ditch karo” (Wish for this, ditch that).
But, but, but, had I done it, maybe, just maybe, I would have done it a tad differently. I would have used the strength of the idea by not having it in the ad in the first place. I would have asked the disco king to ‘khisko’ (move) a bit and would have created a sort of a little epic (now, what an oxymoron that).
The little epic would go something like this: A loony, lonely sort of a character strikes gold one day, thanks to 7Up of course. Overnight, he amasses a lot of gold. And by and by, some girth too. Many gold necklaces across the chest, teeth and such like. People start loving him because of his new-found status. He becomes famous and ends up earning lots of ‘puppis’ (kisses) and ‘jhappis’ (hugs) from young, adorable women. He ends up becoming Mr Pappi Lahiri. Tan tan tan, tan tan tan, tan tan tan, tan tan tan, tan, tan, tan!!!!
The pay-off in a very serious tone, “Don’t let Pappi Lahiri take away all the gold and the golden women, hurry, strike the grocery today!” Ah ha.