Home >Industry >On the spot | Just some more patriotic pap

Finally a real Indian family

Fortune Cooking Oil

Ogilvy and Mather

After having seen many airbrushed depictions of the “great Indian family", we finally get to see an Indian family with all its rough edges intact. The ad recreates the chaotic, crowded and cacophonous gatherings that family get-togethers can be with unerring accuracy. Not everything is warm and fuzzy and not everyone is smiling beatifically. The moustachioed auntie with her “I hate these family gatherings" mutterings is a new representation in advertising. The ringing silence that ascends when the eating begins is spot on. Overall, a good space for a food ingredient brand; the challenge is going to be taking the idea forward.

Maruti Service

Capital Advertising

An ad that sets out to do something very specific and manages to do so very precisely. A simple, clean thought expressed without fuss. Children do best with their mothers and cars with the service provided by their makers. A rare instance of cleverness deployed with intelligence. A message that clicks into place with reassuring correctness.

Trying strategic advertising

Cadbury Dairy Milk

Ogilvy and Mather

have some reservations about the execution, but here we have a brand that is at least setting out to use advertising strategically. Building categories is never easy and the thought of using the first of every month as a trigger for chocolates is an interesting, if ambitious one. Perhaps there was a need to go a little deeper and understand what chocolate could become a symbol of, but this is a start. The execution is entertaining, but hardly new. The use of the retro motif has now reached its sell-by date and begun to reek of an absence of ideas. Can we not imagine middle class people without reducing them to characters in a 1970s film?


Too clever for its own good

Bajaj Pulsar

Ogilvy and Mather

The options. We have the oh-so-pointless Honda Jazz campaign that takes car advertising where no man, woman or beast has taken it before, the Brothers Khan moronfest brought us by the once redoubtable Chlor-mint, the laughable John Abraham Garnier ad that prattles on about performance while trying to hawk a male fairness cream and, of course, the me-too Idea effort by Airtel.

The crown goes to Bajaj Pulsar for an utterly self-indulgent ad pieced together by seeing too many films. One could argue that there are worse commercials, and indeed there are, but here is one that is too clever for its own good.

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