Debrief: Hyundai i10: Same old, same old

21 Jun,2012

By Anil Thakraney


In my books, the worst celebrity choice in Indian advertising has to be Shah Rukh Khan endorsing the poor man’s Santro. It’s a cruel joke, really. The multi-billionaire hero would want to be caught dead inside such a ‘down-market’ vehicle.


Well, Hyundai has cast him again, this time for their i10 car, which is one level above Santro. But is still an aam aadmi ki gaadi. I often wonder what SRK does with such a car, assuming one ‘sample’ is sent to him gratis. I suppose he gifts it off to one of his security guards. Anyway, let’s get to the task at hand: The commercial has a strange idea – something called ‘the helping hand’. And this mystery hand blesses the i10 owner with good things in life. Like a hot babe, great weather, etc. But frankly, all I recall is shots of SRK primping and preening throughout the ad. The same old Bollywood expressions of his that the junta is tiring of.


Nope, this isn’t working at all. Not only is SRK over-used and over-abused in media and advertising, by no stretch of imagination can I visualize a brand match out here. Therefore, he neither brings in freshness nor salience. The i10, if they must used celebs, would be far better served with fresh new faces from the showbiz. In addition, there’s no story, no narrative in the TVC. Same old boring lifestyle shots that most car ads use.


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It’s a flop show. The people who need a helping hand out here are the brand manager and his/her ad agency.


Rating: (On a scale of 1 to 5): 1. Poor casting. Weak creative.



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One response to “Debrief: Hyundai i10: Same old, same old”

  1. vijay says:

    fully agree…wonder how even SRK can do this to himself!!

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