Debrief: Frooti: Simple. But boring.

19 Mar,2013

By Anil Thakraney

 

To Frooti’s credit, at least they haven’t put out a typical lifestyle ad. At least there’s an idea, which is the ‘drool’ factor. As in, when you are really hot and thirsty, you would stare longingly at the sod who’s gulping down a cold drink. But apart from that, the TVC goes downhill.

 

So, SRK downs the drink, as some footballers and kids continuously stare at him. That’s pretty much all that happens. For some strange reason (perhaps because it’s a football field), they’ve used what sounds like a Spanish track, which is Greek to most of us, so it adds no value to the commercial. But the bigger mistake is that of using Khan. Because he’s over used and over abused in advertising (and media), the moment the film opens with him, you switch off mechanically. Given that the idea is so simple, they definitely needed a rarely used celeb, if at all.

 

There’s another problem: When you decide to keep things simple, which is a good thing in advertising, the first question you need to ask yourself is this: But is it entertaining/engaging, will people enjoy repeat exposures? If you are doubtful of this, trash the idea. The Frooti ad, after the first exposure, is very painful to watch. Even you are a diehard SRK fan, which I am not. I think this very critical factor was overlooked at the storyboard stage, when it should have been on top of the agenda for a cold drink ad.

 

Net net: Shah Rukh Khan just bagged another load of big moolah. And Frooti got forgotten in the bargain. Waste of money.

 

[youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=8Hn6EzpB9KA[/youtube]

 

Rating: (On a scale of 1-5): 1. Yawn.

 

Post a Comment 

6 responses to “Debrief: Frooti: Simple. But boring.”

  1. Rohan says:

    I have to agree with most previous comments and say that you may have missed the point of the ad. It is not simply about making an interesting story that you would watch repeatedly, it is about promoting a product around an idea. You did not like it the second time, I did, and so did the people I have watched it with. You are entitled to your opinion but I think you are perhaps in the minority.

    I also disagree with your characterization of SRK in this advert. Though I too am not too fond of SRK at present, and agree with you that he is overused, this advert worked for me precisely because it transcended these two points. I thought he would do exactly what he always does, but was surprised he under-acted and only utters one word.

    Further, love him or hate him, SRK is a big part of our youth. Most of us have many happy memories that are associated with SRK movies and songs. Frooti too is deeply engrained into our memories. Thus it was a perfect choice, in my opinion, because not only did the advert talk about men becoming kids, it subtly brought me back to my childhood. This was the idea I felt that the advert successfully brought forth, unlike many pointless (yet watchable) ads that have no deeper relevance to their brands.

    I also realize that there was a time that I loved SRK, a time when I loved Frooti, and maybe it was time for me to give them both another chance.

  2. Ajay Sharma says:

    I think you are a great critic and I also think you should reserve your opinions for Saas Bahu serials. Surely, that’s something you’ll understand well.

  3. nandita says:

    I have noticed that you have really appreciated IPL Farah Khan ad in your previous article. Now I have no doubt that you might dislike most of the good ads with good insight. Abhishek is right too.

  4. Go For It says:

    If you are commenting on someone’s hard work, the least you can do is watch the ad properly. Its so easy to understand that its the grown ups who had become kids yearning for a Frooti. If you couldn’t even get that, i’m not sure you are qualified to be an ad critic (how is that even a real job, by the way?).

  5. U completely misunderstood the ad….there are no footballers AND kids….its actually the footballers who go to their childhood when they see SRK drinking frooti….so please understand the ad first…concept is great and SRK is aptly used.

  6. Bhasha,Eggfirst says:

    Well i must quite agree to that. Although it was a good try to make it a viral hit with their back scene shoot facts, which reveal that the kids were shot in a natural environment. All in all an ok ad.

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