Ad Review | ‘It just does not ring true’
Ad Review | ‘It just does not ring true’
Reviewer: Haresh Moorjani, creative director, DraftFCB-Ulka
Spot: The film for Asmi jewellery features Perizaad Zorabian talking about herself as a model and an actor, and revealing yet another aspect about herself—environment-consciousness.
The film signs off with “Asmi. For the woman of spirit. The wedding collection".
Why I don’t like it
In the sudden spate of jewellery advertising, this one is a missed opportunity. Merely showing a popular media personality revealing an environment-conscious side does not elevate her as a “woman of spirit". What is more, the concept of the woman of spirit/substance has been done and overdone by several products—though some have met with a great degree of success (the wedding night spot of Femina is a tough benchmark).
How I would have done it
The idea of taking a celebrity (model) is to capitalize on her strengths. In this case, assuming that the concept is mandatory, that is, “Asmi. For the woman of spirit", I would try and find or create some link between the model and the concept. Maybe in her area of expertise, which is films/modelling. How she uses a public platform to effect a change in a way that reaches out and touches the viewer.
Global warming is undoubtedly an issue, but what would be interesting is what Zorabian does besides photographing the glaciers. A spunky act would make the spot more memorable. And perhaps push the cause of environment, too.
As told to Gouri Shah
gouri.s@livemint.com
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