The same old story
Reviewer: Senthil Kumar
Senthil Kumar, national creative director, JWT India, has spent 16 years in advertising. He started as a copywriter at Akshar Advertising, moved to Trikaya Grey in Bangalore and set up Grey Sri Lanka in Colombo as creative group head before returning home to join JWT Bangalore as creative director in 2000. At JWT, he has worked on brands such as Levi’s, Kingfisher, Ford and The Times of India.
Securities house Angel Broking Ltd’s We For You campaign, created by Publicis India, shows images of families, youngsters, businessmen and the elderly holding placards with words or phrases such as “imagine”, “having someone”, “who works like an expert”, “but cares like a friend”, “to make buying, selling”, “trading”, “a lot more easy”.
Your first thoughts on the ad.
It’s sweet and makes the point, but nothing about it blows my mind or grabs my eyeballs. But maybe I am just a difficult customer, always looking for an idea. This one has no idea and the execution has been done a million times before. I’ve lost count of the number of ads that begin with the word “imagine”. Maybe other brands have used white placards or blue ones or showcased a green conscience, but just changing the colour of the placard and putting different supers on them won’t move the marketplace or shake the viewer from his comfortable couch.
How do you perceive the ad in the realm of the financial services space?
If the intention was to just create awareness about customer care in the financial services space and make the brand look slick and showcase a nice-looking bunch of people on couches, escalators and lawns, it does the job, and I guess it will generate some buzz among the clients, associates and employees of Angel Broking.
What would you have done differently?
I have nothing against the creative team or the agency, but I would have started hunting for an original idea that redefines financial services. Often it’s better to look beyond the realm of financial services when you want to create that difference. Since the biggest motivation for every prospective client or customer of Angel Broking would be (financial) returns, perhaps I would have dug deeper into the happy returns that motivate us to employ risk for a rewarding life.
Does the use of visual storytelling or a written narrative technique work well for an Indian audience?
India is full of inspiration and legends, and we are blessed with some of the best storytellers and narrative techniques. Look around us, and we will find insights to deliver the unique Indian edge that can empower a brand and its language. If your question is specific to this communication, then I am not sure if it’s the best technique because it’s not original enough and uniquely Indian in its expression.
As told to Suneera Tandon.