Debrief: Renault Pulse: Pulsating with boredom

11 Jul,2013

By Anil Thakraney


On Tuesday I reviewed the crappy census ad, and had said that the bad old nineties are back. As if to prove the point, Renault has signed up Anil Kapoor as brand ambassador for their hatchback called Pulse. Before I proceed further, I must share what Shah Rukh said to me in the year 2007. He said Anil Kapoor used to scoff at him for acting in TV commercials, boasting that he (Kapoor) would never do ads. Soon after the success of Slumdog Millionaire, Anil Kapoor was seen selling Mont Blanc pens, which must have made SRK snigger quite loudly. But at least that was a half decent ad. With Renault, the yesteryear actor has made a complete fool of himself.


The idea isn’t terribly bad, but the rendition is awful. Kapoor borrows his son’s Renault Pulse, and this, well, sets his pulse racing. And he suddenly starts behaving like a ‘crazed teenager’, in his office and at his home. Extremely poor interpretation of pulse-racing, they could have had so much fun with it. To make matters worse, the direction sucks, the expressions are forced, and Kapoor ends up looking like a bumbling idiot. And because he ends up looking like that, as a viewer, my mind stays focussed on him, and the brand gets completely lost in the process. I don’t know, at the end of the commercial, what it is about the car that will send my pulse racing. Renault Pulse remains at the level of yet another hatchback in the market. In short, a total flop show.


As for Kapoor, he should practice what he once preached to SRK: Stay away from advertising, more so if this is the kind of creative that sets his pulse racing.


Rating: (On a scale of 1-5): 0. Poor script. Poor direction.


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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