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One of the basic desires, and some would say even needs, of a person is to own a place one can call home. And to fulfill that desire is by no means an easy task. Apart from the daunting prices, there is the lurking fear that documentation is something not all people understand. Finally, the credentials of a builder need to be verified, failing which one could get stuck halfway through with nothing more than a dream and a hole in one’s pocket. With all this in mind, a home loan is obviously the first step. And when you say “home loans” you almost instinctively think of HDFC, the pioneering giant in home loans. And when HDFC Ltd (not to be confused with HDFC Bank) decides to make a TVC to market its home loans, it is really something major.
Why? First, it is the home loan giant’s first foray into TV after all these decades of existence. It took the company so many years to decide that print just wasn’t enough to convey the attributes of a wonderful brand that has been built the hard way. On sheer performance, word-of-mouth and tactical print advertising.
So does this electronic effort work? Well, the film made for HDFC by Soho Square is certainly memorable. The song has a lilting tune and nice lyrics. The film itself is well made and visually communicates the need for some exclusive space that everyone dreams of. It takes care to reach out to all the different sections of this complex market with different representations of the same aspiration. Ultimately the music holds it all together and one would almost say it was worth the wait. Almost? Well, I really wish there was a way to bring in the earlier tag line of ‘with you right through’ in some way. To me HDFC is not just about loans. If all I wanted was a loan there are a hundred places I could go to. HDFC is about the solidity, credibility and reliability of a partner who would assure me that the builder and documentation are fine. But then, this is a great beginning. And hats off to O&M for convincing HDFC to go electronic! Something I couldn’t do for 15 years.
Where music works
While on the topic of music let’s add on the Airtel My Plans TVC to the list where the magic of music is used to telling effect. Sure, the concept of customising your own mobile plan is rather appealing but the picturisation and the music add to the overall effect and keep Airtel’s track record of really good advertising alive and well. The film brings alive the fact that inasmuch as everyone has a unique usage of their mobile phone, why not opt for unique payment plans as well.
No laughing matter
The online travel market is buzzing. And the industry seems to have decided that travel is no laughing matter. Only its advertising is. From Salman Khan hamming it up for Yatra.com to the funny Ibibo series, we now have the new Ixigo commercial that leans on humour to get its message across. And so you have this youngster who swears to remain blindfolded till he sees the Taj Mahal, and spend many years in this dark state till he makes his epic journey and realises that the monument is closed on Fridays. Unable to bear the shock he departs to heaven, this time with his eyes wide open and is given the Ixigo message there by Chitragupta. A classic case of too little, too late, you might say. But the lesson remains for all you viewers. Do not operate “ patti bandhke ”. Open your eyes, go to Ixigo for all your travel needs and hopefully meet you maker in a more relaxed fashion.
Maintaining the standards
After being let down by one time share company, the Mahindra brand was a warm cover of reassurance that made me feel time shares could really work. Club Mahindra has not just performed well but its advertising has been very enjoyable. The recent series of three TVCs created for Law & Kenneth by Mad Studios and directed by Nikhil Advani bring a smile to my face. Nikhil uses emotion very well and that’s what makes these films come alive. Sure there are the vibrant colours and rich images but the emotional touch ensures you will not forget the films in a hurry. The films also serve to launch Club Mahindra’s new branding, four hearts that come together in a colourful graphic mnemonic.
Oh, did I make that sound too ordinary? Well, they are supposed to be inspired by Buddhist mandalas and represent the best of Indian business and culture on the world stage. The hearts are inspired by the “colours of holidays” and symbolise families and friends coming together. Designed by a certain Daren Cook based out of UK (don’t think some ordinary Indian designed this) I invite readers to look at the logo after one year and tell me if they remember what all went into it. Or care. The TVCs are a different matter.
Ramesh Narayan is a communications consultant. Addendum is a fortnightly column that takes a sometimes hard, sometimes casual, sometimes irreverent, yet never malicious look at some of the new or recent advertisements and comments on them.
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