Paint Wars : Asian Paints' Army Man or Nerolac Excel's Umbrella?

India is a nation run by emotions. And the most evident proof of that spills in our Indian advertisements. One look at our TVC's reveal that majority of the ads talk about how you would feel after buying their products or your social stand with it, while the rest focus on the actual utility of the same.

With Diwali around the corner, it is not surprising that the paint companies have started wooing the audience with their latest ads. Two distinct ones that caught my attention are Nerolac Excel and Asian Paints.

Nerolac Excel has the face that is difficult to forget and probably the face that has been explored by brands a bit too much. Shahrukh Khan, in this rather amusing ad, emphasises how others will have to opt for an umbrella if they do not go the Nerolac way. What really stands out for me is that desi voice going 'ambarellaaa' in a rather jolly voice, right off a raw rural track. Completely fits the plot and makes it so so relatable to the actions of the people struggling to offer that humungous protection to their houses. The slow built up of of that umbrella travelling with that utmost care does make you sit up and take notice, wondering where it all leads.

The Nerolac Excel Umbrella ad with Shahrukh Khan

Directed by - Eric Morales

Produced by - Earlyman Films

Executed by Publicis Ambience, the ad hits the selling point of the product, being protection from harsh weather. No doubt, we find the location changing from the rustic sunny streets of Jodhpur to the wet rainy lanes of Kerala. This one very much, drives the point home.

On the other hand is an army man, a dignified firm army man taking his newly married wife to see his new house, their new house. One really wants to see what unfolds when this pretty looking mushy heart enters an almost clinical house like that; the last thing you expect is that stern face to be the mushy heart in this little story. How the ad beautifully unfolds and flips its emotion in a matter of 30 seconds is commendable. And of course, it clearly uses the emotions we attach to our homes and our rooms to drive its product.

The Asian Paints Army Ad 2013

Conceptualised by Ogilvy & Mather

This Asian Paints ad does manage to gush your heart with warmth and will leave a lasting impression on most minds, women mostly. And if it is females shopping for house products or taking the last call, its easy to guess which one will win their loyalty. 'Kitne pyaar se koi apna ghar sajata hai, Harr ghar such kehta hai,' says the ad in the end. Pretty much summarises the love and care associated with homes, not houses in this brief period. Equal credit to the actors for underplaying it - expressing sparingly and thus keeping the flow of emotions tight.

So logic or love? The battle continues. Each would have its own takers we guess! The execution of Nerolac and the emotion of Asian, win it for us.

P.S: The desi background song has been penned by Ashish Khazanchi (National Creative Director, Publicis Ambience), composed and sung by Bollywood Composer Pankaj Awasthi.
The dusky actress in the Asian Paints ad is Radhika Apte, better known for her role in 'Shor in The City.'

American Tourister: The dancing bags.

How often do you spot an ad with tamil lyrics and a young bunch of enthused models having fun on the exotic sunny streets of Paris, all together? Well, the latest TVC for American Tourister is just that. And they did get it, spot on.

Created by JWT Hongkong, what really attracts me is its vibrant youthful energy that the ad radiates, obviously impersonating the young range of Vivolite. I mean, wouldn't we love lighter luggage in fresh cool colours like these? Honestly, I am done with black. High time we add colours to travelling. And to those conveyer belts.

The sunshine look of the ad has been executed with some brilliant camerawork and of course the pacy editing that packs a lot in those 30 seconds.  The soundtrack, put together by Mortan Wilson of Schtung Music reminds me of the Nike cricket ad with those Goan lyrics (incidentally made by JWT India) that instantly makes you want to get up and add some sizzle to your life. While Mr. EPS Menon, CEO Samsonite South Asia believes that their brand reaches out to the growing Indian segment of youths world over, it is not surprising that the campaign goes out of its way to justify that with an indianised soundtrack, customised especially for the Indian market. The rest of Asia has the ad backed up with an english soundtrack.

Though I don't know what those lyrics mean (and most of us may not), I am sure it would stir up the travellers to have some fun.  Seems like it IS going to take on the world.

Old Spice: Mantastic or Tacktastic?

Milind Soman for Old Spice's latest ad for the Mantastic campaign - Product: Deodorant 

At first look, I am surprised as to why the supermodel Milind Soman would do an ad like that.

Then I realise, on paper, this concept must have really looked great. The masculine charm of the two, that voice and the class you associate the two with - makes complete sense. What suffers, is the execution.

This concept of the Old Spice commercial has already been tried in the international markets and a success to the effect, that the ad became viral online within a few days of its release. While the agency Wieden & Kennedy bagged two honourable Cannes for it, actor Isaiah Mustafa shot to instant fame posing as that 'guy from the Old Spice TVC'. And honestly, that's so much more believable. And of course, deserving.

Old Spice: The Man your man could smell like - International campaign (2010) - Product: Bodywash

The association of Milind Soman's testosterone-pumped image is fully justified with a brand like Old Spice, specially when they are trying to talk about what really makes a man, a man. Sadly, the execution of it, in the hindi version, is hilarious in parts, stunning for some few seconds, and tacky for most part. The only part through his speech that I genuinely find funny is when the camera loses focus while he speaks and Milind calmly commands, "Focus guys, focus."

While it is very refreshing to see Milind Soman back on the small screen after long, despite the grey hair, the smile is still as disarming and that baritone, so soothing. But the words, the creatives and the execution is truly disappointing and a waste of his manliness to say the least. That script - honestly it is a little embarrassing to watch an intelligent man like him mouth such sleazy lines. I cringed almost every time I saw it.

The 'Mantastic' concept works with the international ad, purely because of the changing frames that keeps your attention (don't miss the special effects that aid smooth transition of one scene to another), and the actor's poker face that makes you wonder what is going to pop up on the screen next. The indian version stays simplistic, but sadly lacks the punch. Of course, it is one of those ads which will get noticed by one and all; because its one of those ads that you can either love or hate, but you just CAN'T, ignore. May work for some. For us, the balloon just burst.

P.S. The resemblance between Milind Soman's smile and Pierce Brosnan is uncanny. Dishy, these two. Why isn't he in a sensible bollywood movie? Oh wait, my bad. That, does not exist.

Uncanny!: The resemblance between Milind Soman & Pierce Brosnan is striking.

The Mystery of the Pout.

So I am at a camera service centre, and while I patiently wait to be called, right opposite my sofa, is Anushka. No, not in person, but on a poster, pouting down at me, apparently trying to tell me that this camera noted at the bottom of the poster is worthy. Of course, I'd believe her. I am using the exact same brand. But wait, did her pout tell me that?

Anushka Sharma in a print ad for Canon.

And then I walk out, get into my car, and I am very shabbily overtaken by an overworked driver in an under-serviced mini-truck, the truck carrying some aerated drinks, profusely jingling as he drives on. The back of this truck has our very own Priyanka Chopra, holding the aerated drink, and doing what? Yes, you guessed it, pouting!

Priyanka Chopra in a print ad for Pepsi.

Now may be the pout in her case is different, it's wide-eyed and has more of a look of surprise, probably trying to tell us that well, its an offer to steal! Do buy! and stuff like that. But hey, she is still pouting.

Which brings me to this echoing question in my head. Why do women pout? I see a lot of that on social profiles too, mostly selfies, gracing a lot of display pictures. Of what I see, girls really enjoy it. I for one, can't stand it. But why do our kinds pout anyways?

Researchers say that the shape of the lips symbolically represents a woman's vagina. So by their surveys, red lips have the maximum potential to attract men, because apparently they represent a swollen , aroused pair of vaginal lips. How much sense does that make? Or is it reading between the lines (or lips in this case) too much? 

They also say that lips represent one of the most sensual aspects of a woman's body and play a critical role in human sexual attraction. That, I'd believe. A women with a bright lip shade on her definitely attracts more attention to the face than someone who puts on a plain lip balm. And that could be one of the reasons why it even matters to us that these women in the posters are pouting and not smiling. The point is, it got them noticed. Works for them, right?

A pout most naturally is seen on a baby. Mostly when they cry, or when they are trying to communicate displeasure. Somehow, it looks really cute on them. It makes you want to give them anything and everything that they desire, for a baby looks vulnerable, helpless and requires one's validation to deal with their needs. There thus is ingrained some human playful behaviour when a person pouts. Someone who wants you to notice, permit and validate what they are trying to communicate. It calls for our attention in a dainty, innocent way. What better way to have pretty women do it then, where it does not look like a marketing pitch, but just a pretty dainty little girl having fun?

A baby pouting is a very common sight.

Does it really work? Of what I see, a smile or a look can be used only so much to sell a product, mostly only if it is a beauty product. A laughter or a pout for that matter probably shows one is pepped up and having some fun. So for all we know, this probably works at some unsuspecting level. Will I be caught in a picture with laughter? May be. With a pout? NEVER. 

Poster watch : Forgery or prototype?

Its not too often that a financial paper really talks about bollywood. But I guess they do when it becomes a case of plagiarism or issues of originality. The Economic Times carried a poster of Sanjay Leela Bhansali's upcoming movie 'RamLeela', accusing it of ripping off the exact look of the 1939 classic 'Gone With The Wind'.

When I tweeted about this news, many had mixed reactions. While some echoed ET's sentiment that its a complete rip-off, others agreed with my view that it could possibly just be a common lovers' pose. I mean isn't this style of holding a loved one an expression of passion? Just as we can't possibly declare every romantic movie to be a rip-off of the other boy-meets-girl stories previously written. There's got to be overlaps.

This pose reminds me more of the famous R.K. logo. Did anyone raise a hue & cry about that?

Such a beautiful posture of passion and love, just what Raj Kapoor films were all about. It is a pure case of the director's choice, about which element from his movie does most justice to his story. That's what posters are about. A visual / pictorial summary.

As if this wasn't enough, another poster of RamLeela recently got criticised by Hindustan Times to be 'inspired' or copied from the popular American TV series, Revenge.

The leading couple Ranveer Singh and Deepika Padukone are seen surrounded by a heap of guns with Ms. Padukone's skirt spread out for some great cinematic effect. Which seems to be a similar case with the poster of the Madeleine Stowe starrer Revenge. To me it seems like a simple case of co-incidence. What's one got to gain by imitation, especially involving no common denominator to the themes of the two? All art, as they say, is inspired anyways. This one, being from the stables of Sanjay Leela Bhansali, is going to be no less than epic. The posters truly emanate that.

P.S.: Love the styling and lehenga by designer Anju Modi. And need I say anything about the apparent chemistry between the two? Could burn up some posters for sure.