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Spot Light | Monaco Smart Chips Ad

Spot Light | Monaco Smart Chips Ad
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First Published: Fri, Dec 11 2009. 08 50 PM IST

Bingo for me: Titus Upputuru.
Bingo for me: Titus Upputuru.
Updated: Fri, Dec 11 2009. 08 50 PM IST
Reviewer: Titus Upputuru
Bingo for me: Titus Upputuru.
Titus Upputuru, executive creative director of Dentsu Marcom, has worked with brands such as Sprite, KFC, Afghan Telecom, among others. He also worked with Ogilvy and Mather, TBWA, Grey Worldwide and Publicis.
Campaign
The Monaco Smart Chips ad has Aamir Khan handing out over-sized T-shirts to some people. Implying, that if you eat fried snacks, you’ll need them.
What did you think of the ad?
It was a cold winter morning. The place, Liverpool Street Station, London. As the clock struck 11, 350 dancers who were interspersed throughout the crowd of commuters passing through the concourse, performed a choreographed routine, creating a flash mob event. Less than 48 hours later, the same was aired on TV, having been produced using hidden TV cameras within the station, which captured the spontaneous reactions of commuters as they watched the dance troupe perform. Soon enough it became a sensation on various media, including YouTube. This was done as part of T-mobile’s “Life’s for sharing” campaign. Hello. Why am I talking of a mobile advert when this one is about chips? Have I got the chips mixed up? Well, the point I am making is this: While the Smart Chips idea is great, maybe the choice of media isn’t. I would rather that they had done it as an on-ground activation. Have Aamir Khan drop by out of the blue to give T-shirts to people eating chips at various places. Just for one day. Thinking of logistics? Don’t. Think of the impact. Einstein had once said, if at first an idea isn’t absurd, there is no hope for it.
It’s healthy: A good idea which could have done without the stunts.
How should advertisers promote health food?
This is probably one of the best health food ads made in India. After reels and reels of education on good cholesterol, bad cholesterol, saturated fat and unsaturated fat, wives concerned about husband’s food habits, and water droplets on oily abs, this one comes as a pleasant surprise. Thank god. Insights are great, but the ideas should be simple. Like this one. If you eat unhealthy, you might soon need to wear XL. That’s so simple and beautiful, isn’t it?
What do you think of the use of Aamir Khan?
Is it Aamir Khan? Are you sure? I thought it was Akshay Kumar or Saif Ali Khan. Jumping from building to building in a black outfit. Haven’t I seen it before? To my mind, the idea didn’t need the stunts. There are a lot of ads in which Aamir has done a great job. This one is possibly a weak exception. I thought he was really cool as an old Sardar taxi driver.
What is your favourite chips ad?
And the Titus Upputuru Award for excellence in chips advertising goes to Bingo! It is so irreverent, finally we seem to have a Skittles in India. Or just thereabout. Not completely as mad, but I particularly liked the bangles ad. The direction, the casting, the squeaky voice-over, everything worked so perfectly.
As told to Gouri Shah
gouri.s@livemint.com
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First Published: Fri, Dec 11 2009. 08 50 PM IST