Spot Light | Tata Power
Reviewer: Ravi Deshpande
Chairman and chief creative officer, Contract Advertising (India) Pvt. Ltd, Ravi Deshpande has won numerous awards, including the award for Art Director of the Year twice. He has worked on brands such as Cadbury, American Tourister and Asian Paints.
The new ad for Tata Power by Dentsu MediaTech revolves around the life of a local train commuter (Naikji). The ad depicts how the protagonist and his fellow travellers have bonded in the train over?the years,?highlights how Tata Power has the capacity to touch the lives of ordinary people in a city such as Mumbai.
Your first thoughts on the ad? Does it capture life in Mumbai well?
I liked the ad. Yes, it does capture life in Mumbai well. Local trains are the lifeline of Mumbai. There are so many unusual things hidden in the everyday grind that you notice when you’re in a Mumbai local train. No other experience can match it. And every commuter has a story. Strangers form bonds of a lifetime in local trains.
Bonding: The Mumbai local train setting strikes a familiar chord.
If you were to think of the same ad in a Delhi setting, how would you do it?
Well off-hand, I would probably not extend the campaign along the same lines for Delhi. Maybe start on the premise Delhi has a severe power shortage. The demand for power is much greater than the supply. In Delhi, there might be need to give out a different message. Either alternative power generation and renewable energy technologies or perhaps a message from Tata Power that even talks about “saving power”.
Most creative people regard power, infrastructure and steel as stiff categories.
Not at all. These are issues that we deal with in our everyday lives.?And anything that we deal with in our everyday lives, invites personal connection. So they are not stiff categories at all. These are categories where great engineering, great research and development is involved. And consequently, should be very involving for creative people working on the communication for these categories. It’s an honour to work on such categories, they are the cornerstone on which a country’s industrial future gets built.
Can you recall an international ad that brilliantly captures the sector?
The commercial for Epuron—Wind Energy done by an agency in Hamburg (Germany). The spot demonstrates the power of wind in a very poetic way. The personification of wind—an ungainly man, misunderstood by all, disliked by all, lonely, powerful, walking by aimlessly, blowing things that come his way, is beautiful. We’ve always seen images of destruction caused by the wind. But never has it seemed more annoying than when the wind simply lifts up a woman’s skirt or ruffles a girl’s hair!
—As told to Anushree Chandran.