Debrief: Berserk advertising

08 Nov,2011

By Anil Thakraney

A very boring product offer: Use Birla Cement Wall Care Putty to prevent your walls from chipping and flaking. It’s the sort of brief that would put many creative directors to sleep. Given that, full credit to the ad agency for making such a comatose promise come alive.

The commercial features a man combing his hair as he notices that his pet parrot has started ‘shedding dandruff’. Panicked, the chap informs everyone in the neighbourhood, and it quickly becomes a huge story. Naturally, television channels get into the act, and soon the whole of India is mystified by the parrot that sheds dandruff. Finally, the parrot spills the beans. The chipping walls in the house have flakes falling on its head, which results in the parrot having to constantly shake its head to dust them off. Like dandruff. The message: ‘Chahiye papdi se chhutti, lagao Birla White Wall Care putty’.

[youtube width=”375″ height=”250″]http://www.youtube.com/watch?v=ElTzNnl2qXw&feature=related[/youtube]Good fun, I am all for the absolute madness in this commercial. A dull product like wall putty needs some serious clutter-breaking advertising in order to get noticed. And Birla Cement has achieved that. Also, the TVC nicely reflects the dumbing down of the television media, and that makes the ad even more entertaining. Wonder if editors of channels like India TV, Star News and Aaj Tak would cringe a bit when they broadcast this ad. They should.

 

Rating: (On a scale of 1 to 5): 3.5 Good example of how to get excitement going on a boring product.

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