Advertisement analysis: Devesh Singh_52

Advertisement 1: Mahindra XUV 500         Roll No 52

Analysis

Mahindra & Mahindra has come up with a new two-minute commercial for its XUV500. The film is based on the experiences of three young friends who decide to embark on a journey, together. Created by Interface Communications, the ad is set in South Africa. The film uses Bollywood music to target the Indian youth.

The original ad

The original version of the film showed the XUV500 with an Indian (Maharashtra) number plate in a South African setting. Original, because it later got modified based on the feedback.

The latest communication is based on the consumer insight that novel experiences are the new wealth in today's world. The TVC aims to inspire consumers to go on exciting road trips where the XUV500 can play an enabling role in the fulfilment of the brand hope, 'May your life be full of stories'.

It has struck the right chord with Facebook fans and the YouTube community. The song has also been appreciated a lot and an audio version has also been released for music lovers. The final version of the TVC has already crossed more than 2.6 million views on YouTube

The TVC was launched in the digital space and later modified based on the feedback. However, what's noticeable in the advertisement is that the film was changed after feedback generated on digital media.

After the ad appeared online, there was much conversation about the apparent anomaly over the number plate. The company decided to act on the feedback and changed the number plate to a South African one.

The re-shot ad

In January, Mahindra had unveiled a new visual identity which is now being used as part of the product name for Mahindra's mobility offerings and as an 'endorser' for Mahindra's non-mobility offerings. The company also unveiled a new millennium logo, which will be used only as a vehicle badge for Mahindra's mobility products.

Advertisement 2: Parle G - Future bright

Analysis

The TVCs shows children coming out with creative solutions to their problems while having fun, which would astound an adult. The lyrics of the background song Roko mat, Toko mat,  gives out an '80's feel and aptly encapsulates the philosophy of the campaign.

With its latest campaign, Kal ke genius, the brand asks parents to encourage their child's curiosity and creativity. The campaign was launched on the digital platform.

Experience is the best teacher in life. And, experience instigated by curiosity or creative expression can teach a child many unforgettable lessons. Parle G's new campaign is constructed on this core thought which is summed up with the message 'Bachpan se bada koi school nahi and curiosity se badi koi teacher nahi'. It urges parents to allow their children to explore their curiosity, to view things in different/creative perspectives, which in turn will help them become future 'geniuses'.

Hence, we consciously shifted from a rational to emotional communication. And, the campaign worked really well for us," he reveals. But a brand needs to be constantly relevant with the changing times and so they thought a new campaign was due, he adds.

Parle G has played a pivotal role in providing affordable nourishment to generations of people and keeps on doing so.

Curiosity is actually the best teacher. Unfortunately, it is just the kind of a thing which we as parents often discourage. For instance, 'Stop asking questions and just do as I say' or 'don't do this', 'don't go there'. The point is that we keep stopping children from doing lots of things that they should be doing, things that are not necessarily unsafe.

Taking a cue from real life situations observed in the family or neighbourhood, the ad’s story is created. For instance, a father is furious that his daughter has made cuttings in the morning paper. When he finds her, he sees she has made a birthday message for him out of the cuttings. In another case, a young boy in a cape can't get it to fly. So, his sibling holds a hairdryer under the cape for the 'effect'.

Interestingly, G mane genius as a thought has worked well for the brand and continues to work across all age groups. And, taking the same idea forward with a new insight is something which makes the commercial a total visual delight.