Joy, expanded

Addendum is a weekly column that takes a sometimes hard, sometimes casual, sometimes irreverent, yet never malicious look at some of the new or recent advertisements and comments on them.

We’ve come to expect a lot from O&M when it makes films for Cadbury or Fevicol or Asian Paints. That’s because it has set the bar high and it’s natural for the viewer to be filled with anticipation when she, or in this case, he, views a new Cadbury film by O&M. So there’s this really simple film with a really simple script. And a really simple idea. It’s about a couple in some snow-capped destination having a snowball fight and really enjoying themselves. And eating Cadbury Dairy Milk chocolate. That’s it. And then you have the creativity of a team that locates this huge field filled with virgin snow, some lilting music in the background that really lifts your mood, some really spontaneous acting from this couple (remember the very understated heroine of the Bollywood film Lunchbox ? Well, you’ll see her in a gorgeous avatar now) and you begin to realise why some of the best ideas are the most simple ones. The ones that make you say “Hey, I could have thought that out myself” and then realise that the magic is in the detail and in the transformation of this idea that clearly pushes the simple joys that accompany biting into a piece of chocolate a completely joyous audio-visual experience.

Piyush, this is also the problem with executing strong ideas well. First you convince me that Cadbury’s is something for special and auspicious moments with your Shubh Arambh campaign. Then you want me to understand that it also unlocks joy in all the smallest simplest moments of my life … OK, I’ll bite.

The real price

Remember the Tanishq TVC where the reluctant-to-wed daughter was made to consider marriage by the wise mother who showed her some lovely marriage jewellery? Well, there’s this situation which shows two sisters in a jewellery store. The elder looks at some big-ticket stuff, asks the sales person for the price and then thinks aloud that it’s really not that expensive. At that time the younger sister looks at her and wonders aloud that it is actually expensive considering that the elder sister agreed to marry because of it. The looks on the faces of the two girls are priceless. The elder looks really thoughtful and the younger has this impish smile that conveys a lot more wisdom than one would expect. This is a real example of a good script backed by direction that believes that a few words and a meaningful glance can convey a very big message. And it works. No fuss, nothing overdone, just subtle messages that get right through to you. Very nice! Tanishq really seems to be on a roll with some good advertising.

Animals and films

I really thought the Animal Welfare Board had come down hard on the use of animals in films (including TVCs) and that was why even the Vodafone pug film was shot in Africa a couple of years ago. One would hope the little dog was not put to much inconvenience in the shooting of that film. So that would mean the MRF Tyres film with the horse was also filmed somewhere abroad? However, guys, simply filming abroad (or worse, here) to circumvent laws really does not alter the principle behind these laws. So here you had a film where this horse was made to jump over the paddock railings and was chased by this car (very heroic) and then was filmed coming to a skidding halt in front of the car. Seeing the tail of the horse almost erect, probably in terror, spoiled things for me.

I am absolutely sure we have enough creativity to show the qualities of a tyre in a great light without stressing out poor unsuspecting animals. In fact, if I was an advertiser I would steer clear of any film involving the use of animals. It does not put the company in the best light at all even if special effects and the like were used and the animal was not “coaxed” to do the things we see.

After all, laws or rules are made for some good reason. Maybe ASCI should look into this aspect as well.

Ramesh Narayan is a communications consultant. Send your comments to >cat.a.lyst@thehindu.co.in

COMMENT NOW