Cool hook line

Reviewer: Ashish Khazanchi

Ashish Khazanchi, vice-chairperson and national creative director, Publicis Ambience, has spent close to two decades in advertising. Khazanchi has previously worked on Tata Sky’s Isko Laga Dala Toh Life Jhingalala campaign and the DNA launch in Mumbai.

Campaign

Idea Cellular’s Idea Rings All India ad, by Lowe Lintas, shows people from different parts of the country and from varied cultural backgrounds humming the same song—Honey Bunny (composed by Amit Trivedi).

Ashish Khazanchi

I first saw it online. My initial reaction was that it is a “cool" hook line that was being used in the campaign. I knew instantly that it will be popular and the more I saw it, the more I liked it. But the campaign has received extremely polarized views. There are people who love it and there are those who hate it, which is a good thing, because everyone has an opinion on it. Days after its release, it has done rounds on the Web, people have spoofed it in various ways and have done comic renditions of it.

Keeping in line with Idea’s previous campaigns, what does this ad do for its viewers and for the brand?

This one digresses from Idea’s previous campaigns, which have primarily targeted “social causes". If you look back at their last festive campaign, which talks about celebrating all festivals irrespective of one’s religion, that too resonates with a social cause. With this campaign, Idea has discontinued with that trend, wherein they are not “celebrating" social causes but rather celebrating the way we are as a country. It’s good for the brand to zip away every once in a while and do something different. By use of the creatives and the song, it communicates its product promise about the network, which largely tells the people what the brand stands for.

What would you have done differently?

Whatever it would have been, it would not have matched up to what this campaign has managed to achieve. The use of the song has really elevated the idea.

Is the use of a song/jingle becoming a benchmark for ad campaigns? Does the song then become bigger than the ad itself?

This is not to say that there is a rule or a short cut that having a so-called “peppy" jingle will make your campaign a success. But yes, a “catchy" jingle can definitely give a certain quality to a campaign to which consumers want to go back. But there is no such trend. We can recount numerous campaigns that have had catchy songs, be it Hamara Bajaj (for Bajaj two-wheelers) or Doodh-doodh-doodh-doodh (for Amul).

Any other campaign in this category that has caught your attention?

There are so many campaigns. The Yawn ad by Telecom Argentina was a great commercial. Then Har Ek Friend Zaroori Hota Hai (for Airtel) has been a benchmark campaign for telecom in India.

As told to Suneera Tandon.

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