Debrief: Kotak hits the clone zone

17 Jan,2012

By Anil Thakraney


Another Bollywood classic lifted. Kotak Life promises you guaranteed second income in their new commercial, and the idea is ‘cloning’. The jingle borrows the popular Qurbani film song, and the tinkered words are: ‘Mere jaisa koi meri zindagi mein aaye’.


In the commercial, people discover duplicates of themselves, much to their delight. And these clones happily assist the originals in their activity. A singer gets a partner to croon with. A chef gets a partner to aid in preparing a delicacy. Another chap gets a look-alike to help him board a moving bus. It’s not a bad idea at all. If the Kotak Life managers are alive to the long term possibilities of the cloning idea, then they are on to a good thing. It can become a powerful brand property. But if it’s just a one-off TVC, then the ad only serves as a cute entertainer, and no more. The real challenge is how they take this one forward.


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The one little problem is this: Because all the ad time gets used up in establishing the clones, there’s no chance of telling us exactly how Kotak Life will help us double our income. For that, we have to call/visit them to find out. That’s fine… because you can’t load a brochure on TV… but it also means the idea must be pumped with steroids, else it serves little purpose.


All said, I like the core thought. Wouldn’t all of us like a duplicate to share our work load? For the politicians, that’s serious double ‘income’, hehe.


Rating: (On a scale of 1 to 5): 3. Good long term potential


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