AD ANALYSIS BY Ankur Prasad(Roll no 32)

ICICI Prudential TVC Bande Ache Hai

INTRODUCTION

Caption for the ad :-

       “BANDE ACCHE HAIN… “

This is ICICI Prudential’s recent ad whose essence is “Taking responsibility without mentioning”.. 

AUDITORY

Soft and soothing music

Positive Associations :- Heart touching Lyrics and caring men in our lives

Tempo maintained throughout the ad

Syn with the audio :- Repetition of words “bande acche hain” soft drum beats in the music

DETAILED OREINTATION

The entire ad shows multiple scenarios at different places such as wedding scene, child running at the metro station, girl at the school.

In detail touch of every relationship(father-daughter, husband –wife)

EXTERNAL FRAME OF REFERENCE

All the scenarios show care for family(others)

Essence is the “TRUST” your loved ones have on you.

Wherever/whenever family needed men showed responsibility

ACTION PREFERENCE

Actions done are synonyms to taking care.

 Involvement of all the actors in the scene

Full of energy and life/lively ad

TOWARDS PLEASURE & AWAY FROM PAIN

Groom holding the bride’s hand

Old man giving shade to protect from sunlight and Man changing position with daughter to avoid the

child getting scolding from her teacher 

OPTIONS OREINTED

The ad is options oriented as actors use multiple ways to show their care.

Hiding a mistake, showing care by ensuring safety

RESPONSE TO CHANGE - DIFFERENCE

Wonderful and different experiences where love and affection comes out beautifully.

All stages of life ,i.e., childhood, youth and old couple

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Gillette’s “Champions” Advertisement

This advertisement features the Gillette champions -- Tiger Woods, Thierry Henry and Roger Federer. The commercial is called “Today” and all the three Champions explain how important it is in their professional and personal lives to ‘Be Your Best Today’. 

The advertising campaign exploits the influencing power of brand ambassadors. The Gillette ‘Champions’ are Roger Federer (No.1 Tennis Player), Thierry Henry (No.1 Football Player) and Tiger Woods (No.1 Golfer). The Indian campaign is varied to include Rahul Dravid to cater to Indian sensibilities.

The advertisers try to use the concept of transference or association to enhance the image of their product and brand. The attributes of quality, performance and excellence exuded by these personalities are projected onto the product and the brand. This builds brand image and a favourable attitude towards the new product.

A sense of polish and “class” underscores the entire advertisement. It plays on the viewers’ “feel-good” sensations. The advertisement comes across as smooth and urbane.

However, it does feel as if the advertisers are trying to hard by roping in three (or four) brand ambassadors. Most advertisers feel that having celebrities or stars advertise their product influences the consumers more than an advertisement that does not feature them. But, there is something called too much stress on the influence of brand ambassadors.

There seems to be little relevance amongst the slogan, the advertisement and the product. Gillette may be the best a man can get, but how does that help the ‘Champions’ in their respective sports? Form a logical standpoint, how does the new razor blade assist the players?

The audio of the advertisement bears little or no relevance to the advertising message. The advertisement talks about focusing on the present, but says nothing about the new blade.

Nevertheless, overall, the advertisement comes across as suave. The brand image of Gillette is maintained and even enhanced by this advertisement. The advertisement succeeds in generating a desire and action to purchase in spite of the drawbacks of the advertisement.