Of all the advertisements listed, there is only one in my mind which looks at all the realities that engulf us, along with the basic principles of communication. The one I am referring to is the Asian Paints Ultima advertisement.
Today, there is a multiplicity of channels running our lives. They do this at the cost of entertaining, shopping, socializing, and household chores that get sacrificed as the nonsensical aspect of television degrades our lives.
Gopinath Menon, Senior vice-president (media), TBWA India
To top it all, we have more than 25 news channels, which are a bundle of all genres except news. As a result, there is a commonality to this content format—always chasing bitterness, chest-thumping and controversy. This results in us desperately seeking joy, happiness and pleasantness. This commercial addresses that gap in the market as far as the audiences are concerned. It has single-mindedly outlined the proposition to be delivered in a pleasant, humorous way.
The durability of the paint and the fact that dust does not stick to “Ultima” could not have been depicted better. There is detailing in the selection of characters and the props used—such as the chair with the sliding colour container under its arm—which makes you recall your childhood and the time spent with grandparents.
If you ponder a little seriously, you will realize that life is nothing beyond memories and relationships, and this commercial compels you to dwell on both.
This is what receptivity of the viewer is all about, and this is the most important variable in commercials getting noticed and hence, the brand name going up in scores. This basic reality is missed by most of the commercials that you are forced to witness because of the trait called “money muscle”.
The only aspect lacking in the whole initiative is “the medium and the message amalgam”—it seems to be placed on all media platforms without logic.
This has become a necessary evil as the media department has moved out from the agency into an independent profit centre and, hence, chases its own business goals. If this were corrected, a brand such as “Ultima”, with its equity, stature and residual effect could maintain the same salience levels at less than half the media investments. This is something clients need to ponder on and correct. This is the only value I can add to make it RoI-led to complete the full circle.