BackSpot Light | Aamir to the core
Spot Light | Aamir to the core
PremiumCandid: Prathap Suthan.
REVIEWER: PRATHAP SUTHAN
Campaign
The ad campaign by Ogilvy and Mather has actor Aamir Khan in a home environment talking about his new show Satyamev Jayate. Khan says: “Rone de public ko. Gussa aana chahiye. Entertainment ka matlab yeh toh nahi ki bas hasate raho! Dil pe lagni chahiye (Let the public cry. They should get angry. Entertainment doesn’t mean you only make them laugh. Itshould touch the heart)." The campaign runs as a series of teaser ads, delivered with documentary-style narration.
First thoughts on the ad?
It’s brilliant, it does what a teaser ought to do. Takes you sideways, tickles you lengthwise, and leaves you perfectly curious. I have always thought that Aamir gets into the core of his brands and brings their souls alive. In this case, he has efficiently played out the character of the programme’s otherwise unseen content. It’s sincere, candid and provocative, minus any shallow celeb razzmatazz.
What would you have done differently with the ad?
What do you think of Khan as a celebrity host of a TV show?
Since this is Aamir’s first TV appearance, that alone should get people to reach home early. I see this as a clear fit with his quieter, assured, and non-flamboyant presence. In this show, we will see Aamir without his actor make-up.
Which was the last television show that was marketed just as brilliantly?
I generally like KBC’s (Kaun Banega Crorepati) work. I loved their “Koi Bhi Insaan Chota Nahi Hota (No One Is Insignificant)" campaign.
Big stars on TV—do you expect this trend to grow bigger?
This will continue. There are huge possibilities. More than the glamour, big stars bring in talent, magnetism, grace, and crowd connect. In India, where middle-class living isn’t full of wine and cheese, radiant television evenings are a daily escape route from our struggles.
anushree.m@livemint.com
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