addendum

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.

Don’t let her go!

There’s this gentleman piously worshipping a part of the pantheon of Gods represented by various pictures on the wall. And there’s his industrious wife, casually throwing the garbage on the road from the first floor of the chawl. A very typical scenario in any old Mumbai area. But then the gent stares in astonishment as the photo frame which guarded the picture of goddess Mahalaxmi suddenly goes blank. Nothing remains except the telltale sight of a colourful pallu of a sari disappearing in the breeze.

Cut to the paanwallah beginning his day with his normal prayers to a couple of his favourite Gods and then clearing his little work place by shovelling all his garbage onto the street. Another typical scene anywhere in India. But then the man is shocked to see the frame which adorned the Mahalaxmi picture was all that remains.

Instead you see the colourful pallu of a sari disappearing from the frame of the film. And finally this young executive munching on his bread roll and trashing its remnants on the street from the open window of his car. Another common scene anywhere in India.

And then suddenly the Mahalaxmi disappears from the little frame he has mounted on the dashboard of his car. And again the by-now familiar sight of the end of the pallu vanishing.

And then you see this apparition. This Ravi Verma depiction of Mahalaxmi, perfect from the crown on her head to the nine-yard sari and pot of gold in her palm. You gaze in disbelief as Kangana Ranaut, dressed up as Goddess Mahalaxmi, walks away to the voice-over of Amitabh Bachchan who says it is a well-known saying that wealth (as signified by Mahalaxmi) resides where cleanliness flourishes.

Take care, his voice says, Mahalaxmi might get upset and leave you. And then you have Kangana Mahalaxmi Ranaut getting onto the back seat of a mobike, sitting in a classic pose and riding off. I loved it.

This is a film for Swachh Bharat made not by the Government but an independent citizen Aneel Murarka as his contribution to a Clean India. It’s going viral. Don’t miss it. And definitely don’t let Her go! Aneel, take a bow!

When termites sparked poetry

When a termite speaks, you better listen. And if it a big fat termite spouting a “ shairi ”, it’s got you really hooked. Century Ply and DDB Mudra have this TVC where men dressed up as termites lurk in kitchen cabinets and poetically mock the owner of the house for having used inferior plywood. The imagery is very compelling.

Having a termite problem at home can be traumatic and Sonal Dabral and his team have driven home the point with the “biting” (I couldn’t help the pun) sarcasm that forms a part of the script of this well-made TVC.

It ends with a strong pitch to buy Century Plywood which as they say “ sab sahe, mast rahe ”.

Top-class

How does Pidilite consistently get top-class advertising? Maybe it’s like wondering how Amitabh Bachchan continues to turn out one perfect performance after another. Or maybe it’s because the company just leaves it to Ogilvy which I’m sure considers it a very special client. Whatever it is, the new commercial Dr. Fixit water-proofing is another little gem of communication.

Amitabh is superb. The script is very different and ensures the film has great repeat value. The net effect is a TVC that has every ingredient necessary for good advertising. Watch it. You’ll enjoy it. And when you enjoy advertising you know ít’s doing its job really well.

Same old

Vistara, the airline I’ve been wanting to fly but haven’t got around to, has a TVC. It has a lilting song and features Deepika Padukone and a little girl flying business class on a Vistara flight. Good production values and a catchy song salvage the film. Otherwise, it’s exactly what you would imagine an airline film would be like.

Nothing new. Deepika is there strictly for the glamour. Sad!

Ramesh Narayan is a communications consultant. Send your comments to cat.a.lyst@thehindu.co.in

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