One reason, other than watching cricket stars, to watch IPL is the ad campaigns that are strategically launched during the Indian Premier League. True that advertisers this year have been more bearish on the IPL, still it is being watched. I have always maintained the thought that cricket in India can never be oversold. Did you see the crowd at Pune’s new stadium yesterday?
So, talking about the ads that have hit during the IPL. There ain’t much honestly. The most striking for me is definitely the Tata Docomo TVC starring an old Ranbir Kapoor. The two of the series that I have seen so far project him as a miser and somewhat in-the-face small restaurant owner who is relentless with his customers. The ads are based on the concept of stringent telecom operators who fail to customize customer experience. It works well. The Tata Docomo ads are crisp (often brands get carried away with ad time when they rope in a superstar), well-directed and Ranbir delivers. Till now, I have not got bored of the advert.
I’d be more judgemental on the Vodafone that has enthralled one and many in the past with zoozoos. The new teaser campaign ‘Fun Begins Soon’ that was running till April 7 showed glimpses of a fun zone where revellers gather in old German style TV show. I was curious. I knew it would not be zoozoos, and I was glad too because that would have been a little too much of cute little penguin like creatures.
Vodafone’s first ad of the series came out yesterday titled ‘Internet is Fun’. My initial response is that it is disappointing. I would like to see the whole series because I absolutely admire Ogiilvy’s creativity, but I am afraid that they might just have tried too hard this time. ‘Internet is Fun’ shows a compare who is organizing a contest between two teams who have to roll a water-spraying machine and disturb the balance of the competitor on the roller.
For me, the Vodafone ad is vague, dull and does not hold your attention. There’s nothing cute about it. It does not make me nostalgic because of the old world style. It’s not even entertaining for kids. And for the hindi-speaking audience, it might be a guessing game. Even I had to try hard on youtube video to catch the accent.
I hope as IPL unfolds, we get entertained during the strategic time-outs as well. Fingers are crossed. Are you listening, Vodafone?