The quality of executions is certainly improving in advertising, even if the thinking itself does tend to remain unadventurous. Having said that, the month under review did throw up reasonably interesting work. Some categories such as auto and skin care, of course, remain unaffected by the vagaries of quality and continue on a steadfast course to produce utterly forgettable advertising


Mudra Communications

I am not a great fan of the single-device-stretched (quite literally this time)-to-make-a-point school of advertising for it tends to be quite banal... In this case, however, it begins with a deliciously real observation, that we all use our groping index finger to good effect when faced with a bottle of anything tasty, and makes its case in a charming , laidback way.

The gripe I have is with the look and feel of the advertising which has by now become a cliché. It looks like a Nirvana (Films) ad from a mile away. Time to create a new colour/casting palette.


Rediffusion Y&R

The boy complaining to the father using a toy phone is a charming story told with the necessary restraint. The storytelling is unhurried and does not make any point too pointedly, the cast does its job well, and the brand gets to speak in a voice full of indulgent affection.

In sharp contrast to the preening self-congratulation of the celebrity-laden stream of advertising by the same brand, here we have stories that connect with people in a real way. At some stage, Airtel will need to make up its mind as to who it wants to be.

Bournvita Li’l Champs

Ogilvy and Mather

After a series of undistinguished ads from this iconic brand, finally we have something fresh and quite charming. Sania Mirza makes a sweet and believable (far too believable) schoolkid, and as a result, not only the brand, but even celebrity advertising redeems itself. The only question I have is whether this ad marks a shift in strategy or is it a case of working backwards from the celebrity (Now that we have Sania, what do we do with her?).