Debrief: IPL: Chalta hai

27 Mar,2012

By Anil Thakraney


Television is abuzz with the oncoming IPL 5 nautanki. And there are a zillion commercials on the air. Before I discuss the ads, can’t help but state that I detest this tournament. I always have and I always will. IPL adds little value to Indian cricket, but deducts a lot. Having got that off my chest, let’s get to the task at hand.


The idea this time is pretty obvious: IPL brings the entire family together. There is no fresh consumer insight out here, the world and its father already knows that apart from the men in the house, aunties, bhabhies, toddlers and Moti, the dog, also like to watch this tamasha. With no sensational insight, it’s then left to the execution to hold the fort.


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I watched a few films, and must say that in general, the creative fails to shine. There is a little humour, a little emotion, a little slice of life, but on the whole the campaign stays in the average zone. Having said that, one particular commercial did appeal to me, and I found it quite funny. And so that’s the commercial I am linking out here. Also, because I am in a good mood today, I shall rate the entire campaign based on this one ad. It’s about two gents having to bond when they have absolutely nothing in common with each other, and are on a totally different trip. Good one. Haven’t we all been stuck in such situations? Yep, in such a scenario, despite all its shortcomings, indeed the IPL becomes god-sent!


Rating: (On a scale of 1 to 5): 3. Humour not exploited enough.


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