A rushed job

Reviewer: Nima Namchu

Creative head and executive creative director of Cheil India Pvt. Ltd, Nima Namchu has more than 19 years of experience in advertising. He has worked with brands such as Sony, Indian Oil, MasterCard, Google, Reebok and General Motors, among others.

Campaign

Home appliances maker TTK Prestige’s latest ad campaign by DDB Mudra Group revolves around “simmering love, togetherness, and food" between actors Aishwarya and Abhishek Bachchan, with the tag line: “Jo Biwi Se Kare Pyar Woh Prestige Se Kaise Kare Inkaar".

Your first thoughts on the ad?

Maybe it has something to do with the public image of the couple and the kind of brands they have endorsed before, but a pressure cooker just doesn’t fit snugly between them.

What would you have done differently?

If I had to write a script about a pressure cooker with Aishwariya and Abhishek Bachchan as the protagonists, I’d have worked harder on making the whole plot and acting more believable. Or I would have gone with something totally over-the-top.

Does their star quotient overshadow the product/brand message in this ad?

The product or the brand would have been missed even if the stars were not there. I found the product connect forced and the sign-off at the end rather a little desperate. For me, the star quotient overshadowed the product or brand but not in the obvious way. Did they lack onscreen chemistry or was it just me? Also, it felt like they were in a tearing hurry to finish the job and go home.

Your comment on the return of celebrity couple to the world of endorsements?

I have enjoyed some of Abhishek Bachchan’s movies and most of the Idea commercials in which he was featured. She has been the ambassador of all things elegant and classy ever since she won the Miss World crown. So, while it’s great to see them return to endorsing brands, I just wish they had been a little more discerning when they agreed to do this one.

How does this ad compare to other kitchen appliances ad campaigns?

While this ad has a comparatively higher recall value because of the novelty of the cast, I don’t think the viewer is left with any product benefit or brand message.

Any other international ads in this category that have high recall value?

None, I am afraid.

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