.''.... pesh hai aapke saamne, ek sundar, sasta wa tikaau advertisement! hallan ki hamare paas funda hai ek, par is pe based ads, woh to hain anek.is ad mein, you'll get gloss, glamour, fun, jokes(mostly PJ'S),saare movie staars, looong-loong gaanewale jingles, ...in total, everything! ''
hey woh toh theek hai, but, what about the product details, ji?
'' hain, whatz 'dat? arrey bhai, fikar not. we are giving the audiences a dekko of their favourite actors, naah! so, who cares ki product mein kya gun hai. kyun, hai na, so, whatz there?''
THE AD MAD WORLD
- hmmm... that seems to be the ''funda'' of our ad makers these days.the product details have just lost their value. what matters is the star-power and the glamourassociated with the ad. be it an ad for a simple soft drink or may be a soap ka tukda, our phillum waales are here, there , everywhere.imagine, your sitting at home on a sunday afternoon and watching a movie on your dearie ''idiot-box''. the scene is really tensed. the heroine has been kidnapped by the gabbar singh ji, and the hero is on his way.will he reach on time? will he succeed in rescuing the actress?nail biting suspense. suddenly, you see the same pair of actors fighting over a bottle of cola! you wipe your eyes in astonishment. how can gabbar dearest change into a cola bottle, well, soon you realise itz an ad, baby! the same actors who were just a while ago making you all thrilled n' chilled are busy selling colas!
this is just the beginning of our ad-mad journey, the star-power is not only confined to the big screen,but, your chote parde ke, tulsis, baaas, parvaathis also have their share of ads. yup, carrying the same homely character, you see these people selling a variety of products, rite from aa agarbatti to garam massalas .'' kahaani ghar-ghar ki, becomes kahaani har ad ki'' .
so, this was about the star-power in the ads, but, what about the concepts, huh? concept you ask, well, hazzaron hai! that is if you consider plagarism, cheating, etc to be a part of a nice idea. ya, here also, taking inspirations from each other is a usual thing. you know if coke used the ''aamir,paanch concept'', very soon it had takers ranging from washing powder companies, to what not! idea ek, ads anek...bhaichhara , ya see!
well, this toh still thodi-thodi choris, but, it gets all the more worse when various ad-companies decide to wage a ''virtual-combat''. yaa, who can forget the cola ads. or the recent sprite war with dew. one ad which makes fun of the competiors, and from there starts a ''who can spoof better'' contest.as a result, we- the audience get to see a whole new range of ''revenge- main badlaa leke rahoonga'' type ads. wah wah, lage raho! well, this was the ''virtual treat'' for the audience, naah. now, the music to our ears(??) yup baby, right from copying the filmi tracks to creating tuneless tunes, our ad-makers have done it all.
hey, are you still wondering where the basic purpose for creating an ad is lost, arrrey baba, itz gen-x , who's interseted in a product, or its infos. we toh don't care whether the ad is about a stylish new car or may be a packet of haldi powder. we just want glamour and gloss, rite and as long as we're getting that, well.... barhiyaan hai!!. that seems to be the mindset our ad-gurus have about us, the fashion ke diwane consumers. haah! haah.... jaane kaahan gaye woh din, where ads were ads and not an entertaining device for the mads!? the ad makers these days have their set of mis-conceptions about what people want and thus, the base their ads on the ''pre-conceived -notions''. but, I really think the ad-makers should grow up, we consumers have. so, please give us something original, something fresh, something thatz true. just get real guyz.
THE FEW GOODIES:- inspite of the worsening situation of our telly ads in india, there still are some such ads, which manage to click 'wid the people, like the barhiyyan ha Iad which made sunil babu a popular figure everywhere, or the new mc.donalds boss ka b'day ad,which is soo very cute.take any of the alpenliebe ads, or may be even the fevicol ka jod ad, these ads do have that rare ''fun factor'', which makes it appeal to the viewrs.all these ads, without any filmi-stars, without any plagarism, without any xtraa special jingles or tunes, stll they manage to hit the right chord. any answers, addies??
THE HOPELESS ONES- hmm... I can go on n' on n' on about this,k... where do I begin, the fair n' lovelygora bano, anchoring karo ad, or the numerous ''singing dancing govinda's'', navratna telads, or the various chai ke special patte ads, where the tea acts as a visa for a gal to her sasuraal, or may be the lux beauty bar - film staar ads, or the never ending cola ads.....phew! the list goes endless...
HUM HONGE KAAMYAAB- yaa, man mein hai vishwaas, poora hai wishwaas, that one day, we will get to see the same creative, funny, zanny and fresh ads that we had earlier. ads that don't act as mini-tele-films. but, short, sweet and sensible ones. a day will come when our addies will think fresh and notworry about ''bhaalaa, uska ad mere ad se acchha kaise???'''
-till then,
happy advertising, lolz
cheerz
-soojie:-)
