‘Yo Marie’--annoying from Frame 1

‘Yo Marie’--annoying from Frame 1
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First Published: Wed, Mar 04 2009. 01 15 AM IST

Updated: Wed, Mar 04 2009. 11 25 AM IST
Brand: Britannia Marie Gold
Agency: Lintas India Pvt. Ltd
Reviewer:Santosh Padhi, chairman and chief creative officer, TapRoot India.
Spot: The film opens on a dining table where one of the two female protagonists (a housewife) brings tea and biscuits. The other woman (a friend) looks at it and sings the earlier Marie Gold jingle, adding “wahi puraana (the same old thing)”. In response, the housewife ties a piece of cloth across her forehead and does a “yo Marie” jig, singing about the new benefits: No trans-fats, light, fit and super-hit taste, among others. The film ends as the friend says “cool”, followed by the voice-over and a shot of the new pack.
Why I don’t like it: Apart from being confusing, the whole thing is annoying right from Frame 1. To begin with, the “yo” bit in our good, old Marie Gold is too much of a shift. And even if you plan to call it that, the way it shapes the entire film is a wee bit difficult to digest.
Image: Adex India
The way the host tries to defend the case with that yellow—handkerchief first, bandana just after—piece of cloth tied on the forehead and the uncalled-for dance doesn’t suit the Indian housewife image at all. Then again, there’s a way to put across the product benefits. Here, they’re completely out of sync with the dance, besides being forgettable because of it.
How I would have done it: Same cast, same timeline, same premise. But the treatment different, like chalk and cheese.
The film opens with the friend pulling a chair near the tea table, surprised to see the host with a new, fresh look. She now looks better and fitter. The friend cheekily asks her about “the new look”—the hostess responds by talking about the benefits of the new Marie Gold, which is about to be kept on the table. Her friend looks puzzled. Another couple of attempts follow, with the hostess talking repetitively about the pack.
Finally, they have a good laugh after the hostess spills the beans, attributing her new, fit self to the same Marie Gold pack which now has a new look with improved benefits.
As told to Gouri Shah.
gouri.s@livemint.com
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First Published: Wed, Mar 04 2009. 01 15 AM IST