The Hero in us

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. Write in with either advertisements you wish reviewed or with your comments to addendum. brandline@gmail.com

The Hero in us

When a young agency takes on the mammoth job of re-branding a giant, it probably has all the makings of a David & Goliath story built into the plot. Law & Kenneth have begun the re-branding of Hero Honda as Hero Motocorp. The Desh Ki Dhadkan always had high-profile advertising. Yet it somehow came across as a tad over- the- top. This time, a new agency, a new logo, a new name and it seems to be falling into place rather nicely. The makeover TVC involves stringing together a number of little real-life stories into reel-life drama to bring out the potent message that there is a hero in each and every one of us. Well, I know, that theme is not exactly original, but then as I say, the last original idea came from God! Closer home, the little stories are all brought together with the magic of music. A.R.Rehman really turns on the melody with a lilting tune that could become a chartbuster in its own rights. I am not commenting on Anurag Kashyap who directed the film because I didn't feel the need to. All in all, as they say, well begun is half done.

Values for life

Many years ago Tata Steel came up with an inspiring advertising campaign showcasing its social commitment. The campaign had a tag line that read ‘we also make steel'. Coming from almost any other company, such a line would have been dismissed by people such as me as embarrassingly cloying copy that some misdirected writer had come up with. Coming as it did from Tata Steel, it was accepted as one of the great campaigns of its time. And now, the company has created a campaign that takes its social commitment to another level itself. A campaign that talks about its values which are stronger than steel. It is impossible to escape a sense of déjà vu. Would any other company dare talk about “values” in an atmosphere charged with talk about corruption at the highest of places and a time when companies are being seen as parasites that manipulate the law and law-makers, degrade the environment and are wedded only to profits, at any cost? Well, thank the Lord there is one company that can, and not be laughed out of the concourse. Made as mini-documentaries, the series of films brings out the real purpose of Tata Steel's business, as the firm sees it. To create meaningful wealth that the whole nation can reap. Produced by Ogilvy Kolkata, these little gems should really be seen in their entirety. Unfortunately media costs dictate edits. Whether it was the film on Mark Denys, or on Bachendri Pal, or my favourite, the one on the Tejaswini Project that empowers unskilled women, the idea and the content is brilliant. The execution ensures that the look and feel is natural. The result is very inspirational. But then as the supers in the film say, “this is not advertising. This is life.” And I would say, this is real advertising. Just what the nation required. A lesson in values, and what they can mean to different people.

Designer dazzlers all

They brought in Rohit Bal to endorse an SUV. Mitsubishi Outlander probably needed something outlandish, and I guess the target group would be familiar with Mr Bal. Yet, I thought I had seen everything. Well, the industry still retains the capacity to amaze me. Polo mint has launched designer mints from Wendell Rodricks. Now tell me the mass audience knows and wants mints wrapped in designer packaging ...

A new route

The little family is out for a drive when dad proclaims that he is a spy, puts on his shades and puts his Aston Martin, sorry, Tata Aria through a series of spell-binding stunts that would have made James Bond proud, and brings out the h-tech features of this vehicle in an absorbing and entertaining way. The British accent, the foreign cast, the definitely untested approach is all bold and true to form as far as the Tata Motors advertising has always been. The vehicle looks good, the advertising makes it look better.

Young, all through

This one is only for the young ones. The tune, the lyrics, the situations and the energy are all pulsating and very very young. Yes, Airtel has brought on the hardsell for one large audience segment that wants to stay connected with all its friends, all the time. This segment is where the money obviously is, and hats off to Airtel for aiming straight and true. It should pay rich dividends.

(The writer is a communications consultant.)

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