MouthShut.com Would Like to Send You Push Notifications. Notification may includes alerts, activities & updates.

OTP Verification

Enter 4-digit code
For Business
×
transparentImg
Upload Photo
Reliance India Mobile 'Papa aap kahan hain' commercial Image

MouthShut Score

61%
2.56 

Look & Feel:

Concept:

Execution:

Casting:

Performance:

Jingle:

×
Supported file formats : jpg, png, and jpeg


Cancel

I feel this review is:

Fake
Genuine

To justify genuineness of your review kindly attach purchase proof
No File Selected

Reliance India Mobile 'Papa aap kahan hain' commercial Reviews

Kolkata United Arab Emirates
Think Bigger, Think Better
Jul 22, 2006 10:04 PM2694 Views

I am reviewing an ad that ran approximately 15 days ago featuring Amitabh Bacchan. The execution is simple but well crafted. All he does is to relax on his chair and voice opinion of the changes sweeping accross our country. Even in doing so his voice just rings through the TV. With his trademark deep voice he says how things have changed. Earlier for getting a letter one had to wait for the trring of a postman's cycle bell strolling through the town. Now people communicate via email, text messages and mobile. He says the day is not far when all of us can communicate with each other via invisible devices connected to our brain. Even as we wonder about technology, his words echo within us and we post mod youth momentarily return to the 70s and 80s when all he said was true. While luxuries and cutting edge science comfort our lives, let us not forget the unique charm then: the desire to communicate and bearing all the pangs before getting a reply.


The essential thing was same then as it is now. We the people want to communicate with our loved ones, friends and society. Whether we did that via a simple letter then of complex messages now, the essence remains the same. The communication must not be restricted merely to the tounge level but must perculate down to the heart. We people have achieved this change and we must now continue the progress. That only comes with heart to heart communication.


It is at this point that the product comes in. Reliance with its various products and advanced technology keeps human hearts close together and prepare us in our journey forward.


Right thinking and a bigger vision is possible only with heart to heart communication and thanks to Reliance( the ad says so) we are able to think bigger and constantly think better.


Papa...Tussi Kitthe ho?
May 06, 2003 04:10 PM2530 Views

The advertisements featuring Reliance India mobile - the marriage wala and the bedtime story wala - sure strike a emotional chord with viewers. The ad agency has sure done a good job on presenting the product in the most utilitarian fashion. Reliance India mobile has more than a million subscribers to their service now....but alas...does it really work out the way it has been presented ...


New jingles go like - papa ka sapna ...sabka maal apna...subscribers do not realize that they end up paying about Rs. 24,000 for the connection over a period of three years. Boy !! That sure is a lot of money for Reliance. I just hope they manage to deliver the goods.


Anyways, guess everyone has to decide for oneself. Happy talking !!!


Good Ad
May 06, 2003 12:48 PM3527 Views

This is really a good ad. The subtleties of her emotions towards her father have come on her extremely well. As well her moist, warm voice Papa Aap Kahan Hai? gives right justice to the emotions of a girl towards father.


However ad is superb, since it makes propaganda of Reliance mobile, the ad entirely looses the charm. The purer emotions of girl are exploited by Reliance to promote thir most distrusted, costly, monopolistic, tall claimed WLL service.


Concept is excellent. Models used are appropriate. Expression of feelings is excellent.


We certainly honour, respect and love to see the emotions of the girl.


YOUR RATING ON

Reliance India Mobile 'Papa aap kahan hain' commercial
1
2
3
4
5
Oh Lord! where am I?
May 06, 2003 10:40 AM3687 Views

Any product however good it may be needs to be boosted by the tool of advertisements. Advertisements are a very conventional spade for digging the instinct of the consumers and pandering them to buy the product.


Advertisements have also caught pace with the modernization of time and they have changed their attire in order to suit the consumer's need.


In the earlier years, advertisements targeted their creativity in revealing the best aspects of the product in order to direct the wave of consumers to their own port. As time stretched its wings towards the new millenium, life of the people ran too fast. It was essential for the creative eyes to relate to the consumers more sentimentally rather than superficially.


The process of ad evolution took its complex shape when tremendous competitions flourished in the market. Ads are now more laughter arousing, intensely satirical and the lesser portion of ad comprised of the USP of the product. Another point noteworthy is that the fad of attaching a punch line with every ad grew leaps and bounds. To coin a phrase, ONIDA: neighbor'ss envy owner's pride but no more because the neighbor's have bought SAMSUNGin which everyone is Digitally invited(how are we supposed to go digitally? I reckon we'll need a Human Electronic Circuit for this purpose.) For going to the party, they prefer their mullah to be invested in a TATA SIERRA which is not owned but it's possessed.This can stand true only if the ''possessor'' is a Mafia-don (on who can easily possess things) or if the owner is refunded all his money by the company. Under all other circumstances, it's owned. These were a few instances of the punch lines tailed behind the product Ad. The product that we'll post-mortem today also has a punch line.'' kar lo duniya mutthi mein'' ( which duniya? And if it's this universe then in whose hands? In the hands of Ambani's? )


To promote their product- A Reliance India Mobile they have used an Ad that creeps into the heart of the orthodox Indian family and their values.


SCRIPT


A young girl gets wed locked to his Dream man (not a necessary condition but sufficient for the Father to feel happy about) The Mother is not given much footage in the Ad due to lack of funds (or something unknown to us) The bride leaves the house crying (as usual) into her Semi-luxury car decorated by flowers (I don't think hey use real flowers in the Ad. If they do, the ratio would be 4 real flowers:1fake flower) Not more than 3 minutes pass, Our hero of the Ad ''Reliance India Mobile'' pops up and establishes the communication between the tearjerkers.


TARGETS


The creative eyes have targeted the human relations. Since there are so many fathers and daughters in this country who share the same rapport between them, this ad plucks out the sentiments between the father and her daughter in a good manner.


HIGHLIGHTS


The exhibition of emotions and this had to be performed well as this was the main arrow that had to be struck to the subscribers. Emotions are given an intense feeling by a sad music score that was superbly arranged and the female voice was awesome.


WEAKNESS


Poor selection for the character of father who wasn't looking old enough. ''papa aap kahan hain'' wasn't a sensible dialogue as this suggest that the girl has lost her senses having forgot where her father is. It would be better if the dialogue was ''papa'' or papa, I miss youor '' papa, yeh mein kahan aa gayi''(juss joking).


Summarizing, it is a reasonably good ad considering the sole aim of the ad. But the promises that Reliance has done also has changed after the TRAI orders.(the pulse rate of 15 sec has changed to 60 sec) So I think the ad should also be re-shot and the main punch line should be changed from''papa aap kahan hain'' to ''papa, aap ghar par hain. Mein jaanti hoon. Mein apne ghar par hoon aur ab pulse rate 1 minute ka ho gaya hain isliye at the end of 50 sec start crying''


------------------------------------------------------------ comments are awaited.


------------------------------------------------------------


Pretty Good Effort!!!
May 02, 2003 10:20 PM4766 Views

The advertisements section have seen a plethora of reviews since it was launched and it is indeed heartening to see that the consumer is noticing every small detail of the ads and shredding it into pieces. The Reliance ads have however received a lot of unfair and undue criticism and as far as I see it, they have been a great success. Why? Let me tell you why I think so?


First, let’s go through the three ads.


1) Sehwag Ki Maa - Sehwag is batting, Last ball, six runs to win, a spectator gets a call on his reliance cell phone and it is Sehwag’s mother and her picture is on the mobile. The kid grabs the phone and hurls it to Sehwag, Sehwag is inspired, wins the match.


2) Papa, aap Kidhar hain - A daughter is getting married, the dad gifts her a Reliance Cell phone, daughter leaves the home crying and then leaves in a car and then calls back using the cell phone saying she misses him.


3) Aur Ek Kahani - Dad is in a meeting in Delhi, Son calls up using Reliance cell phone to dad. Son asks him when he coming back and he not able to sleep. So dad tells him a story and later the son asks for another story.


Many of them on this site called these ads as very corny and stupid. Well I think they were a bit stupid too. But the main point here to notice is that it connected with the targeted audience.. Reliance’s audience was not us. By us I mean, the well educated, fashionable and the most importantly modern urbanite. Their main target was the rural customer and the small town people and of course the less educated and modern urbanite. I think the ad is pretty good for the following reasons :-


1) It touched a chord with the Indian mind which is deeply entrenched with the idea that a relationship is very sacred. So they use the Father-Son relation and the Mother-Son relation to the hilt. How can you forget the quintessential Indian Wedding? The father letting her daughter go to her in-laws’ house. That had to strike a chord with the Indians.


2) Then you have the simplicity of the ad for the “not too deeply thinking” rural consumer. He was shown a phone in which you could apparently even see photos of who was calling. He was impressed. That’s about it. No offense to the rural population, but would the brilliant Hutch ads have the same effect as Reliance on them?


3) They did not use a celebrity.(Except for Sehwag, though I don’t think that he affected the campaign that much). With Reliance’s might, it could have roped in the whole of the Indian Cricket team and the whole of bollywood. But luckily, that did not happen. I always believe that the Star should never be bigger than the product. Having a Mega Star endorsing the product would have given reliance an elitist status, which it definitely does not intend to achieve. Take the case of Maruti Versa. Amitabh was the brand ambassador. Perfect case of star being larger than product. The product and the ad were both failures.


All in all, a pretty well thought out effort and deserves atleast a four out of five


What Ambani Jr. must be saying....
May 02, 2003 12:37 AM2372 Views

Boo hoo!! A sad lass makes a quick dash to her father's cash stash and tries to bypass the ad-hash-mash. Welcome to the (un)real world of Reliance, where the only thing you can rely upon is a certain insult to your intelligence.


As if the Father-son bedtime story wasn't enough, here comes another ad on the same lines. It makes me wonder whether the Ambanis want to cash in on the Dhirubhai Factor (him - their 'Papa', get it?) or whether they want to cash in on the people's pockets. from the looks of it, it seems they opt for the second, but have chosen a very 'poor' and sick way of doing it.


The AD...


A newly wed calling up her father on a Reliance cell gifted by him to her and asking this no-brainer - I mean how stupid do the guys think we are? Obviously, the father is not gonna be in a bar or somewhere else, minutes after he 'sends-off' his daughter!! Add to that, the inescapable flashback, that shows the father playing hide-and-seek with little girl. The question seems to be totally out of context in both the situations, judging by the 'performance' that the models deliver!! Seriously, the Reliance guys think that we are either too dumb or too emotional to fall for that kind of a stunt!


There is practically no use of talking about the camera effects and other technicalities since the conceptualisation itself leaves a lot to be desired.


I recall an ad spoof that appeared in an ad-awards function a few days ago. They did not name the product but in response to the question - ''Papa, Kahaan hai aap?'', all the spoof model could hear was a few broken syllables sounding like curses and finally, the sound of a toilet flush! Sarcasm not withstanding, the public opinion of late seems to have the same quality.


I can understand Ambani Sr's vision and I can also understand Ambani Jr's idea of capitalising on the 'parental bond' that exists so strongly in us Indians. But this is taking it a wee bit too far and insulting our intelligence way too much. The people are not as sentimental as you think them to be, Mr. Ambani Jr.!


Finally...


The people at Reliance have tough times ahead and they have to be real careful. With the market extremely volatile and more of vultures than owls in the market, one wrong step could mean doom for them, literally.


Oh Papa!! Where Art Thou???
Apr 28, 2003 05:09 PM4444 Views

How are we supposed to react? The poor poppet is missing her poppy, …. oooo touching touching! Shall I wipe a tear or two? Sniff and sob if you want me to?


Why on earth would a girl want to call papa within moments of leaving his home during the bidaai.


More than anyone else including myself, I feel sorry for the guy this Papa’s pet is marrying. Imagine him mollycoddling a dear ladli beti who is missing her poppy dearest, all the way to his home and probably for the rest of his life.


One question. Dear lady why did you marry at all, if you had to call up popsie dear within 3 minutes of leaving home?


The shaadi ambience in Reliance Mobile“Papa Kahan Hai Aap” is straight out of Hum Aapke Hain Kaun yet again. After movies, TV serials, we now have even ads cashing in on the HAHK syndrome. (Er.. advertising was supposed to be a creative field)


------------------------------------------------------------


The ad goes thus:-


During her bidai, while seated next to dulhe raja in the doli-car daughter dearest opens a gift from Papa dearest and discovers a Reliance Mobile phone, immediately calls him up teary eyed asks a pertinent doubt, ''Papa , kahan hai aap?''. All this is interspersed with flashbacks of pita and beti playing hide n seek in her childhood...oh please stop, Im overcome with grief!!


------------------------------------------------------------


The way the model hams, Kareena Kapoor should be spending sleepless nights over impending competition. And the Papa model is so miscast he looks like her brother rather than Papa.


Reliance is stretching the emotional appeal; a bit too far in its ads. The only good one is the ad in which Papa (here we go again) in Delhi tells long bedtime stories over his Reliance Mobile to son in Bombay. At least it carries the message of supposedly low call tariffs.


But what about “Papa kahan hai aap” What message on the product does it carry. Absolutely nothing. No product benefits, attributes, spoken about at all. Just emotions that if don’t choke you senseless you are one mean heartless cad. Whoever at Mudra thought this up must have thought he/she has hit a jackpot of an idea.


Though a few may not like this ad, nevertheless the emotional appeal will tug at many heartstrings and make many hearts melt. Especially betis and their daddies.


Notice how the closest of relations have been utilised. Besides this one, others like:-


Mother and son- Sehwag ki maa (this ad makes lesser sense than Mandira Bedi when she talks cricket),


If winning hearts of probable customers by melting them is the intent, Reliance has hit the nail on the head bang on. The ads have captured their target, the rest who find faults with the ad. weren’t exactly the target anyway.


All these ads carry the uniform jingle that conveys how an average Indian aspires to own a mobile phone that is affordable, “ik soch thee, ik sapna thaa” which is appropriate, but the storyboard just stinks.


By the way, what is so emotional about a cellular service and handset anyway? A cell is a cell is a cell, where do emotions come in


------------------------------------------------------------


So what must we expect next:


A girl writing with Rotomac Pens crying while she scribbles , “Oh Professorji, kahan hain aap?”


A girl cleaning the toilet rim with Harpic Cleaner, weeping “Oh Shantabai, kahan hain aap?”


------------------------------------------------------------


Reliance India Mobile...truly Bhartiya...
Apr 28, 2003 03:36 PM3090 Views

Reliance boomed the market with its huge media campaign with TV Commercials, Print Ads in Newspapers, Hoardings to sponsoring cricket tournaments etc.. I would appreciate the fact that Reliance stood stong…true to its image.


Reliance Infocomm launched its TV commercials with 3 different scripts. But would love to specially pinpoint that the subjects for this commercial were selected considering the emotions and sentiments of Indian Audience as well as exploring all the possibilities to reach each and every nook and corner of India.





  1. The Vidaai ….(Papa…Aap Kaha Ho…Commercial)




  2. The bed time Story (the innocence of the boy..who can’t sleep without the story from this father…who is far away and Reliance makes this possible..)




  3. The Sehwaag ki Maa…commercial for this cricket crazy nation ….






Coming to the subject of this review “Papa…Aap Kaha Ho….”Commercial. This commercial is all about a girl who is married and is about to leave her parents place popularly known as the “Vidaai” ceremony in India. The girl is given a gift neatly wrapped by her father while she is sitting in the car and ready to leave. On the way she opens the gift and surprisingly finds the Reliance mobile. She immediately calls up her father and asks her father as to where he is ? It clearly tries to send the message that Reliance India mobile brings the Papa…Beti close by bridging the distance between them. Here Reliance has tried to take the votes the emotional way. Anyways in this modern day….when we see many ads…with no meaning or say no value….this ad is comparatively good and ultimately seeks my votes too.


Somehow any Vidaai ceremony…brings back all the memories of the ceremony that I had….and this one too can be included…But gone are the days when tears would roll down my cheeks and now yes….my heart would just go heavy…….and (….I don’t curse my hubby….who kept smiling all the time when I was rolling in tears…) But the Papa…Beti bonding is something special which eventually even I have known…….all these years.


I would say……this commercial is a clean one, lives upto our traditions and culture and finally is not offensive at all…can be seen with the family members…even with children…


All your comments are awaited eagerly.


.


Mukesh and Anil's call to Dhirubhai
Apr 28, 2003 02:09 PM2755 Views

Well this commercial reeks of amateurishness. not only is the execution patchy but whoever thought of the theme has to be from DD. in fact it is an ad perfect for Doordarshan, albeit 10 years back. Why the hell would a girl who's just got married and stepped out of the house into the car(presumably to go to her husbands place), call up to ask where her father is. wat did she expect, that unable to bear minutes of separation, father would be in the loo? the ad tries to leverage on emotional attachment but fails because of its tacky theme. it is an embarrassment to watch it.


Recommended Top Articles


X