Anil Thakraney’s Debrief: All you need is…

13 Oct,2011

The Honda guys have finally realized there’s an aam aadmi in the Indian market. So they’ve launched a hatchback called Brio, and it’s affordable. (Jazz, their other hatchback, is much too ridiculously priced… one can buy a nice sedan at Jazz’s price point.)


The positioning for Brio is rather interesting… ‘Brio loves you back’. The commercial features a guy and his girl romancing. At the same time, the bugger also romances his Brio. This love-all saga goes on till the poor guy discovers his lover has been cheating on him. But instead of burying himself in booze, he returns to his car. Why? Well, because as the ad says, Brio loves him back!


Despite the fact that the desi middle class doesn’t buy cars for love… they buy them mainly for economy and resale value… I think the concept of love does have potential. But the execution messes things up, because it’s a convoluted tale. The ad has to establish love between the two human beings. Simultaneously runs the story of the chap’s love for his car, and this requires many car shots to be showcased. And in this dual love story, things get rushed through, the cutting is too fast, and the victim is emotion. And what’s love without emotion?? You only see a mish-mash of many visuals. To make things worse, the video don’t sync well with the languid, easy paced background score.


Bottom-line: Promising idea let down by a not-very-smart script.


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Rating: (On a scale of 1 to 5): 1.5. Didn’t feel the love.


Anil Thakraney’s ad review column DeBrief appears twice a week.





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