Debrief: Binani Cement: Big B at his best

18 Jul,2013

By Anil Thakraney

 

Finally, an ad with Bachchan I like. Binani has used the star intelligently, this isn’t the usual mindless stuff Big B does. They have used the idea of endless parental love, and juxtaposed it with long lasting cement. But the comparison has been done smoothly, with dignity.

 

Bachchan is speaking to us from inside his study. He talks about how parents’ love is eternal. Even after they are long gone, their presence gets reflected in our eyes, our mannerisms. In the old pictures and in the everyday things. The star connects this with his own parents, as he fondly caresses objects that remind him of his own family. Binani arrives only in the end, with their punch line: Sadiyon Ke Liye.

 

Nice, for many reasons. Cement is a generic category, one brand isn’t really different from the other, and so it makes sense to try and build an emotional bond with the consumers, and the ad does precisely that. Next, the setting is real; Bachchan fits in perfectly given his naturally pleasing demeanour and a strong legacy. And because he doesn’t directly sell cement, the ad feels authentic. The script is heart-warming, the words have a lyrical quality to them, you will discover your own parents in the ad. Full marks to the writer, this is inspired writing.

 

Lastly, a pat on the back to Binani for showing everyone how to use a celeb in advertising. Sadiyon ke baad, Bachchan rocks in a commercial.

 

Rating: (On a scale of 1-5):  4. Perfect casting. Endearing execution.

 

Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

 

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One response to “Debrief: Binani Cement: Big B at his best”

  1. Ravi Kapoor says:

    Brilliant piece of communication…. Sadiyon ke liye…

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