Debrief: HCL: Fresh and entertaining

24 Jul,2012

By Anil Thakraney


HCL is back with its Mr HCL and Mr Banker campaign. The positioning is the same as before: ‘Technology that touches lives’. But innovation is at the heart of the new commercial.


This time the two dudes are marooned on a remote island. The banker plays the bumbling idiot, and Mr HCL is, of course, the smart one. The latter uses the banker’s dead cell phone to light a fire on the beach. The smoke is detected by a rescue helicopter, and the two are saved. But not before the banker has made a fool of himself for some quick laughs.


This commercial works for me. Mainly because Mr HCL isn’t shown using technology to provide a solution, he uses ingenuity. Imagine if he had used techno magic to perform the rescue act, the TVC would have become literal and therefore boring. At the same time, this approach projects HCL as an innovative company that’s ready to think out of the box. Ergo, message delivered.


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I didn’t much care for the ‘ass on fire’ slapstick stuff, it is much too forced, but our cold techie friends will find this funny, so that’s fine. But why make fun of investment bankers? Are they such morons? This is the only part I don’t quite get.


All in all, an entertaining ad that delivers the message. Also, the Discovery Channel type of a setting, of being rescued from wilderness, adds to the freshness of the communication.


Rating: (On a scale of 1 to 5): 3. Focused message. Cool delivery.


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