ADra sakka! ADra mokka! - 5

There is something wonderful about advertising films. PR, my friend and I have had very similar backgrounds coming to Mumbai from South working as assistant directors in our initial years and moving to a different medium in the last five years.

Every time we meet up, we invariably end up discussing the same thing again and again..which is about how we miss the assistant directorgiri running around for costumes, spending hours at Prithvi Theatre looking for the right faces for ads, our respective Hitler bosses, the peanuts we received as salary and the best and worst of advertisement films on air.

Last week when she was home, we discussed this particular ad for a long time. Foot candles is, according to me the best ad film production house in the country. And Vinyl Matthew who directs all their Cadbury Dairy milk ads is a fantastic director and gets the best out of his actors.

This particular ad for Cadbury Dairy milk too is on their umbrella idea of 'Kuch Meetha Ho Jaye' . The ad encourages you to have a sweet , in this case Cadbury Dairy milk to celebrate the start of a new relationship. The TVC (Television Commercial) starts with the younger sister entering the room where her older sister is busy pouring tea / coffee into the cups. We figure out the younger sister has just been 'Ponnu paathufyed' when she (younger sis) imitates the bit where she had to seek the blessings of the elders. There is this weird phoren accent she puts while doing so. Her elder sister asks how she liked Siddharth, the boy. The younger one isn't impressed and starts imitating the boy's accent, his clothes and so on. Akka patiently listens to her sister and hands over a piece of Cadbury Dairy milk and concludes that her sister is ok with the alliance and  asks "You like him, right?" The younger sister blushes having been 'caught' by her akka. Younger one has more to add about Sid. "Oh Sid, eh!" the elder one teases and the TVC concludes with the younger one giving her sister a very embarrassed "Stop it will you?" look when the older sister asks about 'Sid' again.

The age difference between the sisters is about 7-8 years and just right for the Akka to immediately read her  thangai's mind. Not sure if a 2-3 year's age gap between them would have made this TVC believable. 

Telugu / Tamizh actor Swathi (of Subramaniapuram) is lovely as the younger sister. My guess is that the director would've cast her after seeing her in this song where her eyes speak a lot. The older sister is a familiar face in the ad circuit. I'm unable to place her now. Will update this post as soon as I get to know.

The best part about the TVC is that till the older sister asks the younger sister "You like him, right!" and you see the younger one's expressions there is not a hint to us, the viewer that the younger one has fallen for the guy. The director could've made it very obvious to us with getting the younger one to blush when she talks about Siddharth or getting the older sister to respond with an over the top "Pakad gaye na?" expression. Even we are caught by the surprise when the younger one kinda admits she likes the guy. You go back and see the ad to catch the older sister's expression at 0:10 when the younger one talks about Siddharth. Check it out

You don't need lavish sets, Akela crane shots, peppy jingle etc to make things work. This ad is set in a part of a room and my guess is that this must've been shot in two days. The sisters' costumes are lovely and both of them look very pretty. This, according to me is the best in the Cadbury Dairy milk series with its simplicity, direction and casting. The ad has been directed by Vinyl Mathew and Tassaduq Hussain is the Director of Photography.

Malarum Ninaivugal

There are certain commercials that are remembered for a particular moment / expression of the actors. These are most often not pre-planned , in the sense not mentioned in the storyboard. You go with the flow, direct the commercial and when it goes on air becomes a hit when people talk about that particular moment. Like this particular TVC. It is your regular toothpaste commercial. But people still remember it for the youngest kid saying "Off-White" . A bunch of kids were cast for this and it was on the sets that one decided to get the tiny one to say "Off-White".

Unfortunately after it went on air, it had to be pulled out after some time 'coz the lead model Ruby Bhatia had already done a Closeup TVC and had er.. "forgotten" to inform the agency, client & the production company about it. The Closeup guys put their commercial too on air at the same time. So Ruby at one point was on air endorsing both Colgate and Closeup. The Colgate ad had to be shot with another model after some time.

Did I mention the brownies made by the "Off-White" kid's mom were awesome? I was an assistant director on this TVC (in '99) and the kid and mother would visit our production house often with brownies... Malarum Ninaivugal!

Check out the ad.

ADra sakka! ADra mokka! - 4

A whole of new jingle based television commercials these days. Some of the ads I like :

ADra sakka!

1. Airtel

In their attempt to get closer and connect with the youth, the guys at Taproot have come up with a lovely thought ' Har ek friend Zaroori Hota Hai'. Ram Madhvani, a veteran in advertising films has directed this TVC. The real heroes of this ad are lyricist Amitabh Bhattacharya and Ram Sampath, the music director. Ram has created over 4000 jingles in the past that include Tata Safari -Reclaim your life, Sony Ericcson Thump, Close up - Paas ao and has been in the business for more than a decade. Ram is also the music director of Delhi Belly.

I am aware the fatigue level on this ad is a bit high thanks to its high rotate but one cannot deny that this particular jingle with a repetitive catch phrase has had instant 'Likes' across.

2. Vodafone

It's Vodafone's turn to strike back with a 'youth based' campaign this time for the Facebook phone with a 2 min 20 second ad. Conceived by Ogilvy and filmed by Prakash Varma of Nirvana films, the best part of this TVC is the jingle. Filmed in heavy duty Broadway style, the jingle makes you sing along with it's catch phrase 'He's always on facebook!' and the super 'tan tan tadadadantan tan tan tan ....'

The music director is Mikey McCleary whose recent hits include retro based 'Khoya Khoya Chand' and 'Hawa Hawaai' in Shaitan and the album 'The Bartender' .

3. Volkswagen Jetta

Based on the thought that one will do anything to drive the Jetta, this television commercial features a guy born with wings that made him a celebrity, dumping them to drive the Jetta.

Conceptualized by DDB Mudra, this ad has been directed by Hamish Rothwell for Nomad films & Good oil films. The thought, the casting and the post production are really nice, the only thing that irks me is the expression of our hero in the end as he drives the car. Neither is he happy nor is he sad. What are they trying to say? Nevertheless, it appeals to me. Any idea who the music director is?

4. Hero Honda

A cliched` thought 'A Hero in each of us' and a done-to-death treatment with tense faces attempting to do something and emerging as heroes. Don't know what connection this has with the bike but this Anurag Kashyap & Robby Grewal directed film has the one and only A R Rahman as its music director and the best part is Rahman has (obviously) sung the Tamizh version too! (the Marathi, Telugu versions have other singers).

And this one too, like all ARR's jingles (Airtel, Etios) are on the 'Feel Good' Playlist on my Ipod. "Nammule Hero, Naamandri Yaaro?" - lyrics definitely not written by a Matunga, Chembur based Bombay Tamizh writer. I am assuming it is a lyricist from the film industry. If you know who the writer is please tweet back . The agency is Law & Kenneth.

Edited to add: (22nd Sep) : Tamizh lyrics by Kavignar Vaali. Thank you Anil for the tweet

5. Flipkart

Three films featuring kids with adults' voice-overs. Cute idea, mad execution. The cafe` film has this boy (man!) asking "What you are ordering? What's going to be your first song (on the mp3 player)?" The second boy "Ringa Ringa Roses!". The first one "That's a classic!" . Brings a smile every time I see him say that. Good choice of V.O artiste especially for the kid who says "That's a classic!"

In the same series, the office film is somewhat ok ok. The parlor film where the girl frowns when her friend says "Handsome guy eh!", is cute. Watch it online before it gets pulled off air/ net for depicting kids from North east as 'Parlor girls doing pedicure' in the film.

All three films have been directed by Ayyappa, produced by my one of my favorite production houses - Footcandles film. The music director is Sameeruddin, the agency - Happy Creative services. Here's the cafe` film.

6. Bournville

The earlier Cadbury Bournville ad was slightly outrageous (in a nicer way) with a 'you have to earn it' connect. The new TVC has a Bournville official looking for the perfect Ghana (cocoa) bean. In that process, the not-ok one gets rejected and it starts to weep. The commercial ends with the thought ' Only the best Ghana Cocoa goes into making a Bournville, that's why you have to earn it'

Personally I found the thought a bit overstretched in this ad. But Vinyl Mathew's direction, the overall execution and the great cast get a Thumbs up from me. The production is Footcandles film, music by R Anandh, Ogilvy is the creative agency.

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Now over to the ones I hate

ADra mokka!

7.Amrutanjan

Fellow Mylaporean, this brand has a great nostalgic value. "Poye Poche! It's gone! Chole gache!" - Remember? Their last campaign had a series of candid camera ads inspired by Funniest Home videos. Then came Telugu superstar Mahesh Babu endorsing the Strong Balm.

With Munni making Amrutanjan's competitor Zandu Balm famous and increasing its market share, Amrutanjan strikes back with its version of Savitha Bhabhi. There's one for the balm that I can't find online. It has a sleazy looking Bhabhi (sister-in-law) applying Amrutanjan on her brother-in-law's forehead talking about applying it before his brother (her husband) comes back from work or some such thing. The other ad for Roll on is no better. Total Bhojpuri type this one is.

Watching this particular TVC for Amrutanjan Roll on, I texted a friend "Did you do the Female voice-over for THIS ad?" Her reply, "Shhh.. Please don't tell anyone!"- eee.. there I said it!

8. Nestea

The thought (addressed to mothers) - "If you want to mix in the Teenager's world, you have got to remix " and hence use Nestea remix. You got it? Then you are a genius. Didn't get head or tail of this ad. Forget the thought, who are the models? Kangaroos! Why Mamma Kangaroo, Teenager Kangaroo, Neighbor / friend Kangaroo? I am totally clueless. Adding to the weirdness is the song with its remixed version - Chanda hai tu from Aradhana. Awful stuff!

May have missed a few in both Sakka and Mokka categories. Would love to know the ones you liked / hated. Do let me know.

ADra Sakka - 3

Did you know that 'Pasanga' director Pandi chose Vimal as his hero after the latter showed his Bingo ad to him?

and R Madhavan got introduced to Maniratnam through Santosh Sivan after they (S and M) did a Pond's sandal talc ad together?

TV serials, game shows, feature films, advertising films, documentaries, music videos, tamizh copywriting, radio spots, brand solutions... After having menjufyed for 15 years in all of the above, if there's something that I'd want to go back to and sorely miss, it is working in advertising films.

It is indeed an experience to be a part of the transformation of a boring storyboard into an advertisement film. Casting for advertising films is not an easy task and you get a super kick when you see the final edit of the film with the person you have cast. Detailing plays a very important role in advertising films - right from the tiniest prop to the lighting pattern to the colors - everything has to be pucca before 'action'

Here are some of my favourite films from Jan to June 2010.

1. Indigo Airlines

Clever ad. On time is a wonderful thing is what the ad says. Not once do they say Indigo is on time. I loved the art direction and the production values are awesome. A lot of people find the accent of the voice-over (Monica Dogra) very phirang. I think its fine.

Production company: Bang Bang Films

Director: Harvey B Brown
Director of photography: Vikash Nowlakha

2. Limca

R Anandh's composition and Carolisa's rendition take the jingle to a different level. There's a thin line between the Oh-cho-chweet and the just-there-cute ads. Thankfully this one does not go over the top and become an 'awwwwwwwww' ad.

Director - Vinyl Mathew

Production house - Footcandles

3. Tanishq

Ok ok, I agree with your "How stupid? How can jewellery make a woman want to marry? That too in these days?" but doesn't this commercial bring a smile? Very Illayaraja type music - R Anandh again! And Arundathi Nag is wonderful as the mother with her expressions as she watches her daughter adorn the jewellery. I like.

Director - Vinyl Mathew

Production house - Footcandles

4. Frooti

Not your regular thirty seconder. This is probably the first time someone has tried a Bakra type video on a TVC. Quite different and insane.

Director: Prakash Varma

Production house : Nirvana films

5. Cadbury's silk

Simple script. Good casting (one of the girls looks like actress Shobhana). Very good jingle.

Director - Vinyl Mathew

Production house - Footcandles

6. Brookebond 3 Roses

Karthik and Sujju are back with 3 Roses, with Reeti Gowlai and with their lovely chemistry. A few things I didn't like. i) Abhinav's expression in the beginning after he has his cup of tea.

ii) Lack of continuity - his hairstyle (fringe) keeps changing on and off iii) "Mr. N. Karthik" - huh?

But overall, feel good and naaaice.

Any idea who directed the film?

Apart from the above, I have also enjoyed the LMN series (Lemon Lemon Lemon), Bru 2nd decoction (m-i-l and d-i-l), Tata Sky Plus (Cold war series) and SBI Life .

The more I see ads and write about them, the more I want to go back to advertising films and be a part of the making. I think I will... very soon.

ADra sakka! ADra mokka! -2

It is IPL season and also the time of the year - Lots of cricket, lots of ads!

ADra sakka!

1. Bank of India

What's with me and my love for the BFSI ads? This ad deserve an applause for the way it has captured the relationship between people. This one talks about friends who have been friends for years but doesn't show them sharing a cup of chai in the park benching cracking silly jokes, talking sensex, politics etc. The storyboard for you.

Can't find the link for this ad. If you manage to find it online, please post it in the comments section.

2. Idea Oongli cricket

Simple, direct communication. Shot well. I like.

But revealers are mega sodappified. Go to the 'ADra mokka' section for more details.

3. Tata Sky plus

Tata sky plus is positioned as the peacemaker in this series titled 'Cold war'. ' Burnt toast' and

' Elevator' were so-so. I like the Mixer ad the best. Shivani Tanksale as the wife is superb and her expressions are priceless.

ADra mokka!

1. Youngistaan Ka Wow!

Somebody... somebody tell me what 'Youngistaan ka wow' means. Few years ago, team JWT came up with this term Youngistaan which is very yo! captures the spirit of the brand, vibrant, energetic blah blah. Nice. Applause. Applause. They could have continued with the same positioning. But just to prove a point that they have done some work this year to improve the brand positioning, the team thought and thought over several client sponsored beer sessions and came up with Youngistaan Ka wow! Thanks to Pepsi and Youngistaan, team JWT enjoyed a super duper holiday in the USA during the shoot of this TVC.

2. Idea Oongli cricket

Looks like they had lots of time to shoot the teasers but none to shoot the revealers. I guess with a day's call sheet from Abhishek Bachchan, these guys decided to shoot all 45 questions at one go. Take a look at the disaster. Total Vaandhi!

3. Havell's

The ad opens with a Hangman feeling guilty after pulling the lever. He walks, washes his face gets back home and switches on the bulb. This CFL saves energy and hence good for the environment. The voice-over's literal translation is - We do so much of paavam in our life , why not make some punyam .... by conserving energy? huh? Is it dark humour? funny? or are we missing something?

AND THE AWARD GOES TO....

I'd like to nominate this ad for Cannes this year in all categories possible. To come up with a tagline "Vishwas hai ismein kuchh khaas hai" and connect with a super duper ad... wow, hats off to the agency. This is surely the best ad of the year! Please put your hands together for J K Cements!

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PS : Me thinks Zoozoos have lost their steam. Four days and no zoozoo buzz!

ADra sakka! ADra mokka!

A new series where the best and boring television advertisements (TVCs) of the month will be featured.

ADra sakka!

1. SBI Life Insurance

Insurance is the most boring category when it comes to TVCs and it is not very come up with something out of the box for this category.In how many ways can you express the same 'Family, security, anything-for-your-loved-ones, plan-for-tomorrow'? This ad is about planning for a better tomorrow 'coz zindagi hai jeene ke liye which most other, rather, all other plays talk about. But SBI's TVC conveys it beautifully. A young couple listening to Kishore Kumar's 'Hum jab hoonge saath saal...' in the car on the radio and the husband decides to switch off only to sing his own verses to the same tune only what he would do when he turns 60. This brings a cute smile on the wife's face and she asks him if he'd have his teeth intact to enjoy the ice cream that he has been singing about. He replies, they laugh and get out of the car to enjoy the rains on Marine drive.

When we come up with ideas for our clients the boss often asks us to look around for situations in our everyday life. And that's precisely what this ad has done (No, we haven't come up with this thought). Am sure a lot of us break into impromptu songs or sing along with the radio as we drive and this ad has captured this particular situation really well. The casting is very good. The guy's mischievous expressions as she switches on the radio and before he decides to switch off adds to the fun. The ad has been produced by Chrome pictures directed by Amit Sharma.

2.Vodafone

How, how, how? How on earth do they come up with ultra cute TVCs every single time? The animated 'Hi's , the pug, the alerts and of course the zoo zoos

This TVC is on promoting the number 121 for subscribers to call and choose an offer that fits them the best.

A young girl is looking to adopt (buy?) a dog and the guy at the store shows her a couple of them. She is not quite happy with any of them. Finally she is, with this cute one that strangely resembles her with its big ears similar to her mane :)

Check it out here

Hats off to Rajiv Rao & team Ogilvy!

3. Aman Ki Asha

Am not in favor of any Indo-Pak peace process and Aman Ki Asha as a concept is so... f...ake! But this ad is really nice. Senti yes but quite well done

The ad starts with this old guy trying to mime something to another guy who is watching him through the binoculars. The senior citizen's friends are helping him communicate something. We assume they are playing dumb charades and it is revealed at the end of the TVC that the group of senior citizens are from Pakistan wanting to listen to a song from Dilwale Dulhaniya Le Jayenge on the radio and the young guys across the border in India are helping them by calling the radio station on the request hour.

Lovely ad wasted for this concept which is nothing but a stupid marketing ploy.

ADra mokka!

IDEA- Save paper

Their caste war campaign was refreshing when it was on air two years ago. The walk and talk was one big yawn and now the most boring of them all.. Save paper! It is not about the thought but the execution. The ad wants to talk about IDEA cellular replacing papers in airports, churches, colleges, courts, restaurants... ooph! Oh yes also emphasize the fact that Abhishek Bachchan, the brand ambassador is the .. THE TREE himself!

What a mokka Idea sirjee!

See you next month that will feature the Feb ads. Suggestions for the best and worst of Feb to be mailed to blogeswari [AT] gmail [DOT] com.