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Deepika Padukone in a still from the ad
Deepika Padukone in a still from the ad

Spot Light | Parachute Advansed

The ad taps into an interesting insight into a celebrity's lifethe popular belief that they have it all too easy and how that's not true.

It’s got the look

Reviewer: Arun Iyer

Arun Iyer, national creative director at Lowe Lintas, has more than a decade of experience in advertising and has worked on brands such as Idea Cellular, Fastrack, Tanishq, Britannia and Surf Excel.


Ad-speak: Arun Iyer
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Ad-speak: Arun Iyer

Your first thoughts on the ad?

I think it’s a very good-looking ad. The production values are great. It’s not the greatest of thoughts but it has been treated well. And it does justice to the celebrity that Deepika Padukone is.

What would you have done differently?

I wouldn’t have changed anything at all. For what it’s worth, unlike a lot of the hair advertising, this ad has a semblance of a thought and it has been executed well.

Does the black and white film reel work with the ad? Is that a clutter-breaker?

I don’t think the black and white treatment is new. Four Square has done it and there have been many since then that have followed a similar look. Having said that, this particular ad is not a clutter-breaker because it is in black and white. It does so more because of its production value—the whole look, the set, the treatment, etc.

How does this ad compare with previous Parachute ads?

It’s among the better-executed Parachute ads that I have seen in a while. This ad is more sensual than most. It also taps into an interesting insight into a celebrity’s life—the popular belief that they have it all too easy and how that’s not true.

Do you find that women-centric advertising is becoming more popular now?

It is a lot in the conscience of people because the whole coversation now is around women empowerment. So yes, brands are trying to capitalize on it. It is a recurring theme in advertising. This ad does not qualify in that genre though.

Any international ads in the category that have high recall value?

I don’t have any particular ad in mind.

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