Ranjona Banerji: When ads hit a miss

09 Aug,2012

By Ranjona Banerji


This time I think Airtel has hit a miss: the “what’s mine is yours or what’s yours is mine or what’s mine is mine song” makes you reach for the mute button on your remote. I suppose all good things have to come to an end and Airtel did pretty well with its earlier songs about friendship and sharing. It is testament to good advertising that while I do not actually remember the songs, I do remember them as being listenable.


The grouchy old man as in Ranbir Kapoor for Tata Docomo has outrun its usefulness and is starting to grate. Sooner rather than later, their own customers are going to start thinking about how they’ve kept waiting on the phone, how the service slows down at the wrong time usually and the difficulty of trying to get a human on the line when you have a complaint…


Most people are now feeling the same way about Anushka Sharma, especially her of the Reliance 3G ad. Most feel that she’s too nasty. I feel the worst she can be accused of is grossly exaggerating Reliance’s service. I know it’s a script but perhaps Reliance (or its ad agency) might remember that people are not quite that stupid all the time. Speaking of which, why doesn’t that boyfriend just switch to the same service and end her smart-aleckyness? Maybe he likes her just the way she is? He seems to be a tolerant chap with a sense of humour. Or perhaps his service doesn’t have goons masquerading as bill collectors?


Car buyers although must be quite silly because the “caaaaaaaaar” ad is back. Nissan Sunny is it? I have only one question: whhhhhhyyyyyy? But then I remember the brand so maybe the brand has won but then if I ever buy a car it won’t be this one for sure because I don’t want to sound like a prime twit as I say, “Driver, caaaaaaaaaar le ke aana” to a lift full of strangers. At the very least, I would know the name of my own driver.


If I had to buy a car, it would be a Renault Fluence not because I like it or I know anything about cars but just so I could shut up my show-offy upstart host with his horrible American accent and his skin-crawl-worthy bragging about his things.


The winner of the ads I don’t understand category came in this morning papers (and not on television oddly enough) with Blackberry saying an asterisk had something to do with action. I’m not a Blackberry boy (or girl) and I have some other idea about the usefulness of asterisks, so I was at a complete loss. The ad ran over two pages but more space does not always aid comprehension.


Finally, I now firmly believe that the most irritating song of all is the inspirational one from Hero MotoCorp. All this hysterical urging of India to go has led to all the Indians coming back empty-handed from the Olympics. Trying to make money and tempting fate at the same time? All that you get is bad Karma!


Post a Comment 

One response to “Ranjona Banerji: When ads hit a miss”

  1. Amit says:

    I agree with you on all the flop ads you mentioned above except the Airtel latest jingle. I have seen many kids re-enacting the same song scenes (taking a big poly-sheet) and singing the tera-mera song together. The ad-song is a hit definitely