‘A frivolous say-it-all television spot’

‘A frivolous say-it-all television spot’
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First Published: Tue, May 20 2008. 11 51 PM IST

Brand: HCL; Agency: DraftFCB+Ulka
Brand: HCL; Agency: DraftFCB+Ulka
Updated: Tue, May 20 2008. 11 51 PM IST
Reviewer: Josy Paul, chairman and national creative director, BBDO India.
Spot: There’s a mix-up of jackets at an airport lounge resulting in a banker wearing an HCL jacket. The banker is surprised to see so many people stop him and thank him for the wonderful things HCL is doing. When he enters the aircraft, he bumps into the young HCL executive who realizes the mix-up. The HCL executive lets the banker keep the jacket.
Brand: HCL; Agency: DraftFCB+Ulka
Why I don’t like it: There’s a simple way to test the equity of your corporate brand. Place three white T-shirts next to each other. One has your corporate brand on it. The other has Infosys. And the third has Google. Which one do you think most people would pick? Which one will they wear in public? Be honest.
Will more people wear your company name because of what you say on TV about yourself? Or will actions speak louder than ads? To assume that a guy wearing an HCL jacket will be given celebrity status is incredulous. Is the viewer a moron?
This is communication about an organization that’s fought and won many battles against international majors. How can you treat it like a washing machine? ‘We wash better, take a look at our features and see how everybody loves it.’ It feels like a quick media fix, a lazy attempt to change perception scores and boost the egos of a few guys who probably never lived the life of the brand.
How I would have done it : One needs to rethink the whole approach, not just the spot. In a world where two-way communication and consumer collaboration is the way to build corporate brands, this is a bit old-fashioned. It is better to build on a value that the company stands for, which differentiates it from the competition, which is inherent in the system. It needs to be done using combined media tools — integrated media, interactive programmes and ground activities that are more engaging and effective.
I wouldn’t waste money or expectations on a frivolous say-it-all television spot.
As told to Gouri Shah
gouri.s@livemint.com
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First Published: Tue, May 20 2008. 11 51 PM IST