Debrief: Godrej: Good TV soap

23 Apr,2013

By Anil Thakraney

 

The Godrej group has released a product range campaign on television, and just for that novelty, they should be patted on the back. Usually, range ads stick to the print medium, and they are almost always very boring. But Godrej’s TVCs are anything but boring because they feature Aamir Khan in drag, which means full-on masti.

 

There is a series of ads conceptualised as a continuing soap opera. Khan is researching for a movie role, and he arrives at his pal’s house dressed as a woman. The pal is a little edgy because his missus assumes Khan to be a woman, and he’s worried about the two ‘bonding’. Anyway, fun interactions happen between the trio (just as in a TV serial), and each ‘episode’ deals with a particular Godrej product. Air conditioners, hot plates, mosquito repellents, etc.

 

I must say this is a very refreshing advertising approach from a conservative group. Aamir in drag will get the junta interested. I also like the characterisation; the couple used is an up-market one (the kind you’ll meet at Cuffe Parade), and this gives the brand a premium image, even when they discuss mundane stuff like eradicating machchars. The dialogues are crafted well, they are a bit funny, and I won’t be surprised if some have been written (re-written) by Aamir bhai. 🙂

 

So all very fine and dandy. And yet, I shall raise a red flag, the advertiser and the agency should keep a look-out for this as the series continues to play out. The product’s entry into the conversation is just a wee bit forced. I know this is a tricky one, which is why a lot of polishing needs to be done while writing these scripts, so that the brand merges seamlessly with the human interactions. Right now, the product arrives like a minor irritant. In addition, Aamir in drag would naturally vampire the proceedings, all eyes would be on him. All the more reason the product story must shine, or it risks getting lost.

 

Rating: (On a scale of 1-5): 3. Brave effort, should give the brand a premium ticket.

 

Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.

 

Post a Comment 

3 responses to “Debrief: Godrej: Good TV soap”

  1. p2 says:

    first of all the audio is so bad, and it time understand what Amir wants to convey , totally thumbs down ad

  2. p2 says:

    first of all the audio is so bad, and it time understand what Amir wants to convey , totally thumbs down ad

  3. Lachlan Molineux says:

    Thank you, so nice blog.

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