BackSpot Light | Ramping up an idea
Spot Light | Ramping up an idea
PremiumGrabs attention: Kaushik Roy.
Reviewer: Kaushik Roy
Campaign
The recent Bombay Times (a supplement of The Times of India) television commercial created by Taproot India depicts how Bollywood and its glamour is deeply ingrained in Mumbaikars. The ad, themed Born Glamorous, runs through the lives of common people—an autorickshaw driver, a tiffin delivery man, a fish seller, a teenager growing up amid the city’s glitter (the products of HT Media Ltd, which publishes Mint, compete with those of The Times of India publisher Bennett, Coleman and Co. Ltd in various markets.)
Your first thoughts on the ad.
Does the ad create a sense of disconnect with its target audience?
Not at all. The people of Mumbai, more so the youth, are rooted. They are also mature enough and savvy enough to appreciate what’s going on.
Since ‘Bombay Times’ is city-centric, will the ad have a national appeal?
Mumbai is probably the most famous city in India. Thanks to Bollywood and fashion magazines, the whole of India understands Mumbai a lot better than any other city, unlike, say, a Bangalore. So, yes, this should have national appeal.
In your opinion, does the TV commercial have a high repeat value or will it be a short-lived campaign?
Born Glamorous seems to have the ring of a big, campaignable idea. It will be interesting to see the next commercial.
Is the print medium a challenging category for creatives?
The only challenge is to get everyone to agree to back a print campaign because the focus has shifted to other media. Doing a print campaign is never a challenge for creatives. At the end of the day, it’s about that great idea, and most great ideas are robust enough to extend to any media.
A newspaper print ad that you recall fondly?
The recent campaign for The Hindu was interesting.
aminah.sheikh@livemint.com
Unlock a world of Benefits! From insightful newsletters to real-time stock tracking, breaking news and a personalized newsfeed – it's all here, just a click away! Login Now!
