Reviewer: Josy Paul
Josy Paul is chairman and chief creative officer at BBDO India. He has worked on the BlackBerry Action Starts Here ad campaign, as well as commercials for PepsiCo’s 7UP and insurance company Aviva, among others.
Publicis India Communications’ commercial for the World Gold Council and Reliance Money’s My Gold Plan, under which customers can accumulate physical gold by investing a minimum of Rs.1,000 per month, is aimed at communicating the idea that buying gold is easier than before. Through a montage of characters, the ad shows that the growing middle class is looking for accessibility to gold—a husband-wife duo return home on a two-wheeler with the day’s shopping, including jewellery and vegetables; a man, wearing a gold chain, is shown washing an old Ambassador car; women take out the money they have saved in rice tins and cupboards to invest in gold; and a woman is shown buying a Reliance My Gold Plan. Tag line: Reliance My Gold Plan. Sona, ab rozana (Gold, now every day).
Your first thoughts on the ad.
I like the film, it’s different. It stands out because it comes from another time. A time when things were less hurried, and beauty was in the simplicity of small savings and secret longings. The voice, the delivery and the mood of the film take you faraway. There’s a wistful nostalgic feeling about it.
What would you have done differently?
I would not change a thing. The film is well-crafted in terms of tone, characters, minimal performance, edit, music and quality of voice. There’s purity in execution, which is rare these days.
All jewellery ads tend to use a known face—usually an actor. Is this one taking a risk by not doing that?
The film breaks the clutter. The idea is in the overall tone. It’s not about an actress or celebrity. Nostalgia is the celebrity in this film. It’s a gentle breeze of an ad that is in complete contrast to the onslaught of noisy ads that shout like desperate salesmen. There’s no risk here. People love to listen to people who have something important to say.
The voice-over is important in conveying the emotion of the product. But do people pay attention to the words these days?
India lives in her dialogues and her poetry and song. People hang on to words. People listen if it touches them, if it connects with them, if it gives their life a little more meaning. Or reminds them of good times. Nostalgia is one of the most underutilized weapons in mass communication. It gives the present a nice place to hide.
Is the ad completely clear on what the product is all about?
The tone and style of the film is new for the “gold jewellery” category. It’s a long-forgotten tone. At first, you are not quite sure if it’s talking to you. But then the product promise slips in, and it all makes sense. The film tells you that gold isn’t so unreachable.