Debrief: BombayTimes = Lokhandwala Times?

12 Jul,2012

By Anil Thakraney


I like the Bombay Times commercial. Mainly because it’s entertaining and the musical score is nicely languid and quite catchy. The ad also has an idea: People in Bombay like to dress well and like to get noticed for their glam quotient. The TVC features aam aadmis and aurats wearing bling and lagaoing style: a government daftar babu, a fisherwoman, a rick driver, etc. So unlike the colourful supplement, the ad isn’t air-headed and that’s great.


However, there are a couple of problems I have with this treatment. The ad doesn’t really gel with the product. The commercial features people who would NEVER be seen in the pages of Bombay Times. And this creates dissonance in the head. Because every morning, all I spot in the supplement are pics of the hundred usual suspects. And I must add here that I would actually like to see pics of the shining aam junta in Bombay Times. Would make it a little interesting.


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Secondly, I am not sure all Bombayites like to glam up on the streets. Most are forever stuck in the worst sort of traffic jams, or packed inside the ultra-crowded public transport. And surviving the city is all that goes on in the mind. Therefore, it doesn’t really capture the ethos of Bombay. This ad would have worked wonderfully for Andheri’s Lokhandwala Complex, the one street that’s swarming with glam wannabes.


Still, the TVC does deserve good marks. Because it doesn’t bore you even on repeat exposures. And because it’s (thankfully) not even trying to project BombayTimes as an intelligent read.


Rating: (On a scale of 1 to 5): 3.5. Strategically off the mark but very entertaining.


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