Very often ads are produced and evaluated in the  absence of the right context. That, most critics are biased elitists themselves, goes against the principle of objective criticism.

IPL is a marquee sports entertainment event which has been and would be around for a while. If the performance of the last 4 and the ongoing edition is anything to go by, it has been able to sustain its popularity. With mammoth TVRs of 3.76% in the first week, the expectation is that the tourney will sustain its reach (Source: TAM Media via Hindustan Times).  However, it is undeniable that there is a shift in who if not how many are watching the event today. The IPL is still targeted towards the 15+  SEC AB Male folk but what part of this is Sec A vs Sec B or Sec B2 vs B1 vs C and in what regions is a bit ambigous. In one of our posts earlier, we highlighted how Pepsi’s association with football marks a trend that might define this regional, socio economic skew.

With this context we analyze the various ad campaigns targeting the youth running during the ongoing edition of the IPL:

Slice

Ab ras barsega is one of the more successful celebrity campaigns in our opinion. Is there a better way of employing someone like Katrina Kaif? The execution is sensual yet aesthetic.

The positioning  being unique, you see how they’ve evolved, adopted rustic rural settings and garnished it with a folk sound. Considering that IPL precedes the blistering summers it makes a lot of sense for beverage companies to buy into the event. This one strengthens Slice’s Katrina corporeal association. It’s even better as the Frooti folks have erred with a forgettable campaign.

Vodafone

The gigantic success of the Zoo Zoos during previous editions meant that expectations were going to be high again this year.  In terms of production design, even this year Vodafone’s IPL campaign comes across as a clutter breaker. One must see it in a different light, filtered in sepia if you like.

Shot in Prague all props have been specially built for the campaign. Trademark Vodafone you see. However, it does seem that Vodafone has overestimated the intelligence of its avg. audience and might draw a wtf response from most. Far less entertaining than the cult Zoo Zoo ads, they draw a mere chuckle, an expression that doesn’t have a popular Indian parallel.

Tata Docomo

Takes a dig at the false promises made by other telecom operators. Also, shows them up as old folks, which is a bit misplaced as neither of them (Vodafone, Airtel, Idea) have a particularly straight jacketed approach to their transactions with customers. One can be sure that even if they do, Tata Docomo isn’t too much better on service delivery promises that it makes. Even though the analogy of an old fart Udipi restaurant owner is sound and the execution not so bad, Tata Docomo does come across as player still fighting for subscribers when the likes of Vodafone and Idea are using this platform to promote fresh, higher ticket items that will help drive up ARPU(Avergage Revenue per user). Overall it’s a pretty decent creative reflecting the company’s own business realities.

Nescafe

Deepika simply shaking it with a Nescafe Cold Coffee is as half hearted as Slice is not. I mean it’s tough to imagine how this story board got approved. Deepika’s on the couch with Karan Johar when her metrosexual boyfriend lands up. When she asks him if he’d like a cold coffee he says yes and commands her to shake it while she makes it. Rest of the ad he imagines her doing as he commanded, shaking that thang.

Subsequently, paucity of ideas ensures that sheer vagueness fills the reel.

Deepika’s quite popular amongst the teenage lot though and the ad will probably get repeat views just because of her. If you wish to wade through the ambiguous, check out the full ad here:

I’m hoping digital viewership is the reason it’s been left as vague as it is on TV. The only other explanation is a poor edit. Notice the comments on youtube, they have nothing to do with this even being an ad, not surprising as eventually its Karan Johar who is entrusted with delivering the key message “its nice and easy (to make) in a mixy”.

Indian Idol

Be it just the voice behind “Name and City/Town of the singer” or the “college toughie turned benefactor” ad the Indian Idol ads are talking straight to young people in small town India.

Not only does it beckon prospective participants but also recognizes the effort of people in the back ground. Families, friends anybody really who helps the Indian Idol hopefuls get to the platform. Its communication about faith and selflessness and gives Indian Idol the magnanimity a show of this stature could certainly do with.

Five Star

It’s quite memorable for all its forgetfulness. If you’re from the uptown you might be appalled by their persistence with Ramesh-Suresh. It’s even excruciating if you look at it from that lens.  Having said that, the twins are quite unforgettable to the young and have eccentrically sparked brand Five Star back into reckoning. My only concern is Five- Star isn’t as great a taste as it used to be. With competition in the form of international brands such as Snickers it doesn’t really make you lose yourself so much. The ad is irritating but would appeal to a young IPL viewer’s sensibilities and therefore it is a success.

Appy Fizz  Intended funny, they’re mildly there.

What they do much better than any other beverage brand is, be more implicit with their price promotion, unlike coke and especially Pepsi who’re shamelessly direct. Appy bringing its bottle to life was refreshing to start with, this could have been diluted with the induction of a celebrity, but the banter between Saif Ali Khan and Appy is believable.

What Sucks?

Pepsi’s price promotion with Ranbir Kapoor has poor production values and an even worse script. Of course they need to dumb it down, but sometimes they go to chilling lows. If the ad wasn’t bad they’re organizing T20 football, as activation around the big cities. Read that again “T20 Football” :/

Coke’s price promotion with two young people drinking from one bottle. Why? Because coke is less expensive! beats me. Over simplistic and inaccurate at the same time, Coke like Pepsi doesn’t have the necessary fizz this time.

Thumbs up’s  Aaj Kuch Toofani Karte hain campaign has 1 jaw dropping stunt. 1! is abysmal for a high octane cola leader. Not only is the screenplay poor but also the casting.  Baby faced models, for a brand that successfully associated with Akshay Kumar. Backward steps eh.

Kingfisher’s got a star studded cast, but it’s the same tune over and over again. Don’t think the current audience relates to it at all. Spending 20% of their media budgets this is lazy. And we thought, Kingfisher was lethargic only while doing their books.

All in all, its a below par performance by Telecom and Beverage brands that are buying into most of Sony Max’s media inventory this year. For costly advertising space, one would imagine they’ll put their fanciest feet forward and follow it up with exciting 360 degree twirls. Not to be, as they merely flatter to deceive with an awkward routine.