January 2, 2012 at 6:55 am 12 comments

Before we begin the post, all of us at Escape Velocity would like to wish our readers a very Happy New Year. Hope 2012 brings everyone joy and prosperity.

1. Similar to the “Reasons to Believe” international series of ads by Coca-cola (that we mentioned in an earlier post), Coke India recently launched an ad to welcome the new year. We think it works brilliantly – it has just the kind of upbeat optimism one needs in such times of uncertainty, turmoil and change.

2. Almost a year ago, over Feb and March 2011, we’d written a series of posts about how some ads now reflected the changing socioeconomic status of women in India (link to posts here and here). This article by Shailaja Bajpai (titled Exit Role Model, Enter Girl Next Door) from last Sunday’s Indian Express supplement mentions a similar trend in the portrayal of female protagonists in TV serials. The times they are a’changin indeed – even Baa would agree.

♦ Zenobia Driver

Entry filed under: Advertisements, Communication, Evolving India, Observations. Tags: , , , , , , , .

Almost an Adult ! “Khushiyon Ki Home Delivery”

12 Comments Add your own

  • 1. Rahul Jhaveri  |  January 4, 2012 at 9:15 am

    I think such concepts are good if they are part of a series of ads as opposed to stand alone. If they keep running the same ad for a month it would lose it’s impact. If they air different ads with the same message/feel it would be fresh and build on the initial “that’s cool” feel.

    For instance, the ad series for Airtel “Har Ek Friend” had a main ad with the main theme song etc. But after a few weeks they built on it and had other ads which focused on a particular kind of friend.

    Main ad:

    ‘Kanjoos friend’ ad:

    I hope Coke gets it right which it usually does.


    • 2. escapevelocityblog  |  January 5, 2012 at 5:48 am

      Hi Rahul

      That’s a really interesting observation about the Airtel ads. Hadnt thought of it that way. Thanks for contributing with the links to the videos.

      Coke has had this series of “Reasons to Believe” ads running all over the world at different points in time, tweeked each time for the country that it’s run in. Very interesting to note that it hits a the mark everytime! Let’s see whether and where they take it ahead from here.



    • 3. escapevelocityblog  |  January 5, 2012 at 2:42 pm

      Hi R,
      A really inisightful comment. Do you mind if we run your comment as a post on the blog next week ?
      I think it’s worth circulating and I fear that most readers don’t read the comments and don’t want this to get lost.


      • 4. Rahul Jhaveri  |  January 6, 2012 at 5:06 am

        No problem :). Got for it.


      • 5. escapevelocityblog  |  January 6, 2012 at 8:36 am

        Thanks Rahul.


  • 6. Rahul Jhaveri  |  January 21, 2012 at 6:04 am

    Another ad series which flows wonderfully is the Nescafe ads with Deepika Padukone, Purab Kohli, Vir Das and Karan Johar. It has a relatable setting, a comical angle, a little bit of romance, plays into the whole “Koffee with Karan” angle, and also mocks Bollywood culture.

    And finally, Vir Das has his first cuppa which I saw a few days ago. Even though I’ve been seeing these ads for the past year/year and a half it makes me stop and smile. The whole sequence just flows without trying too hard.


  • 7. Rahul Jhaveri  |  January 21, 2012 at 6:29 am

    This is the last sequence in these ads. I forgot to post in link in the previous post.


    • 8. escapevelocityblog  |  January 21, 2012 at 9:32 am

      Thanks for the link to the Nescafe ads; you’re right, they’re a really nice series.


  • 9. Rahul Jhaveri  |  January 23, 2012 at 7:59 am

    There were a series of Ponds ads which came out a few years ago with Saif Ali Khan, Priyanka Chopra and Neha Dhupia. They tried to do a similar sequence of ads.

    I found it rather drab and demeaning to women. I realize that the whole product category for fairness creams perpetuates the cultural standard that “fair is beautiful” but empowering messages might be stronger than demeaning ones – “if a guy rejects you basis the complexion of your skin he does not deserve to be with you. Try for a fairer complexion but do it for you and your confidence, not to please a man”. Companies need to realize that empowerment is better than perpetuating cultural biases or harnessing on people’s insecurities.


  • 11. Rahul Jhaveri  |  January 25, 2012 at 7:58 am

    The Ramesh-Suresh ads but didn’t find the humor too appealing. I didn’t make me look forward to seeing the next one. On the other hand, something along the lines of Simpu Singh ads for Channel V seemed to be funnier. Perhaps because they were animated – the characters just seemed to pop without trying too hard. Ramesh-Suresh are trying too hard to be funny. Animation makes all the difference.



    • 12. escapevelocityblog  |  January 25, 2012 at 10:58 am

      Hi RJ,
      Thaks for the link to the Simpu Singh ads, had forgotten them entirely. 🙂

      On the Ramesh-Suresh ads, maybe you don’t find them particularly funny because they are spoofing the corny variety of Hindi film and you haven’t watched too many of those.




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