Reviewer: Prasoon Pandey
Ad film-maker Prasoon Pandey of Corcoise Films Pvt. Ltd is best known for his work for brands such as Fevicol, SBI and Axis Bank. He has won several national and international awards for his work; The Gunn Report in 2001 ranked him among the Top 25 advertising film directors in the world.
Impressed: Prasoon Pandey
The new campaign for Samsung Guru mobile, directed by Anurag Kashyap, features actor Aamir Khan. Khan gets a call about a new job in a city, his family is worried about losing him to a large and unknown place. But he reassures them that he will always be in touch, and close to their hearts.
What did you think of the ad?
I think it’s a lovely commercial. It’s beautifully directed, the placement of the story is well thought out and charming, the narrative style is nicely controlled and understated. Overall, the execution is really nice.
In this case, what to your mind is more important? The idea or the execution? Can one be substituted for the other?
In this case the execution converts a normal idea into a likeable film. To answer the second part of your question, No, I don’t think idea and execution can be substituted for each other. In order to make a really breakthrough commercial, we all are in a constant search for both—a brilliant idea followed by a brilliant execution of that thought.
Simple narration: The Samsung Guru ad is beautifully directed.
When it comes to using celebrities in advertising, what works better: using them as characters or as themselves?
See, it’s quite simple. Unless you are using a celebrity to endorse your product in order to tell the audience that Aamir wears Versace, Shah Rukh (Khan) wears Tag Heuer or Aishwarya (Rai-Bachchan) wears L’Oréal and that is why the audience must try their product, you’re not really using their celebrity status. So, if you’re using them only as an actor you are?basically saying that you don’t have?an?idea that can catch attention, so you need to at least put in a celebrity who will.
What do advertisers have to keep in mind while advertising in a competitive category such as telecom?
Telecom advertisers’ biggest problem is their parity product. If they’re not careful they’ll end up like shampoo advertisers —with parity advertising. All shampoo commercials look and feel the same. All have got a talking head—a film?celebrity,?all are shot waist up and all are lit identically for the hair.?If I quietly switch the pack shot, even the client and the celebrity wouldn’t realize. When one is dealing with a parity product, it’s imperative?that?at?least?its?advertising creates a differential?by?finding?its?own?language,?look?and?tone?of voice,?etc.
As told to Gouri Shah.