On the Spot | Engaging ads from two banks

On the Spot | Engaging ads from two banks
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First Published: Sun, Oct 26 2008. 10 50 PM IST

Updated: Sun, Oct 26 2008. 10 50 PM IST
Union Bank of India
Mudra Communications
This one rings true. A gruff father, seemingly perpetually dissatisfied with the
son and never quite displaying affection, reveals himself in a way that only gruff fathers can. The casting works, the script has an ear for real life and the story strikes a chord. The only problem is that it feels like any public sector bank ad. There is nothing here that nails the brand to the ad. In an environment where all public sector banks are crawling out of the woodwork, brands must find a way to own something more than a nameless, gooey feeling of warmth. But then, this is a first step and as first steps go, it is engaging.
Bank of India
Ditto. Well, not exactly, but close. Here too, the emotion works even if the
execution is not as authentic. The acting is so-so, the characters a tad contrived and the situation a bit generic. Even though the ad is flawed, the brand has been consistent and hence is getting more credible by the day, at least in so far as the communication goes. The idea that relationships in India need to go beyond money is a strong one and has been executed with fidelity.
Tata Sky
Rediffusion DYR
Now, I have no idea why Tata Sky believes that it needs to explain to people
why it has two parts to its name. Of what possible value can that be unless Sky felt that it was being mistaken for the blue thing we see when we look up, instead of being seen as a major broadcaster? But assuming that there was a good reason for doing this, it has been done entertainingly. Actor Aamir Khan interrupts his new-found ability to feature in mediocre advertising by this endearing performance. It is Aamir’s show all the way; the idea is neat without being earth-shatteringly original, but the acting elevates it to a more memorable level.
A commercial that never ends
There was some competition for this coveted slot. Munch put forward a
shatteringly good case with its old-as-the-hills boy-floors-bandit-with-sound-of-chocolate stick. Good lass Nerolac bettered it by giving a surreal piece of junk where painted people danced in metallic ecstasy. But the honour goes to Hero Honda which, not being satisfied with consistent mediocrity, upped the ante this time with a commercial that never ends, featuring Hrithik Roshan and other celebrities in slow motion. The track, I am told, has a tune and the ad, I am told, has a purpose. Dhak Dhak Go... is the refrain. Need one say more?
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First Published: Sun, Oct 26 2008. 10 50 PM IST