Debrief: IndusInd Bank: Dull and annoying

13 Mar,2012

By Anil Thakraney


A rather exasperating campaign from IndusInd Bank. I know this is feature-based advertising, but that’s no excuse, really.


The commercial I watched features Bollywood veteran actress Neetu Singh and young actor called Jimmy Shergill, who plays her son. Promoting ‘Cash-On-Mobile’, it has Singh shopping for a surprise gift for her son. In a rather haughty manner, she dismisses all the shop assistants, constantly claiming that ‘I know everything’. At the cashier’s desk the bravado vanishes when she realizes she’s broke. She calls her son for help, who in turn transfers money to mommy instantly, via IndusInd Bank, of course.


There are multiple problems with this ad. To begin with, the actress’s continuous drone grates the ears; this is not humour, it’s irritation for the viewer. If you find Singh continuously shouting ‘I know everything’ to be funny, you need help.


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Two, the ad is totally literal and predictable, therefore it has zero entertainment value. Waste of expensive movie actors. And finally, Ms Neetu Singh is a rarity in advertising. So to cast a man who’s not her son in real life jars a bit. A better idea would have been to not use Shergill, they could have cunningly used a voice-over that sounds like Mr Ranbir Kapoor. That would have injected a little charm.


Alas, was not to be.


Rating: (On a scale of 1 to 5): 1. Complete wash out.

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