Why Babumoshai? Why Dada?

Strange parallel this.

A company which sells fans and an insurance firm which aims to be different from other players in its category.
Both the brands are known for coming up with disruptive TVCs. Case in point, the ‘Let’s Uncomplicate’ launch campaign for Apollo Munich Life Insurance and the  Havells fansShock Laga series or the Answersheet (old  Teacher and spooky school kids) commercials.

Summer of 2012. Both these brands decide to rope in two ageing heroes to endorse their products- oh yes Bongs,let’s face it-our Dada will be 40 this July.

First-Havells and the Fans Forever campaign with Rajesh Babumoshai Khanna.

Rajesh Khanna will remain one of the legends of Bollywood-he made a comeback of sorts when he turned up at an awards function recently after a long ailment. He was expected to return to the big screen soon after-but a commercial like this? That was the eureka moment for R Balki and the team at Havells. They knew they had a killing imagery to make us sit up and take notice.
The only point that pains one deep down is the belittling of this legend. Did he himself not realize  the snigger everyone would have had at his expense? That he no longer had any real fan following for himself- that he had to resort to table fans (!) to give him company?

On to Apollo Munich and the Ganguly-the movie campaign.

It’s been almost five days since the teaser trailer was released across all Social Media platforms.It’s shocking to find so many people supposing it to be an actual movie! Must laud the agency for doing a stellar job at making the ‘AMLI productions’ font and the logo size as small as possible in the video. But now back to the story.
Each and every true blood Dada fan was found searching for a place to hide themselves after viewing the 4 minute video.What on earth was Dada thinking during the filming of the scenes?The camera focuses on his eyes, then zooms out- Dada is seen talking to a reporter/random person while sipping,hold your breath,plain water from a glass.
Ah yes, even the last remaining shard of the already cracked mirror just shattered collectively for all Dada fans. And the dialogues?  “Iss liye log mujhe baap nahin dada bolte hain”.Period. Even the decade old Hero Honda ‘dance’ feat with Hritik pales in comparison.

One cannot fathom why these erstwhile icons said yes to these scripts. Did they really need the money? Did the brands do such a stellar job of hoodwinking them to sign the dotted lines? Why is it so difficult for these icons to gracefully call it a day-off the field in these cases?
As for us, the hapless fans, we continue to be on the hunt for a place to hide our faces.


Likhte likhte..love ho jaye.The mast mas…

Likhte likhte..love ho jaye.The mast mast svelte Raveena Tandon swings her ooh-so-perrfect hips and teasingly brushes the rotomac pen against her silken smooth cheeks.Back in 1995,that single visual was enough to induce the intention in us hapless teens,to switch from the perfectly functioning Reynolds 045 ball point pen to this new entrant in the market.

Cut to 2010.”Aur kya sir?Likh kar Far denge!”So says the new age angry young journo(not a man,no way) as he promises to bring down the politician in true Modi-sque(read Jaago Re)style in the latest Rotomac pen ad.Sigh.My mind rushes back to the innocent(and sexy) Raveena ad 15 years back-when this adulteration of the idea of the Gen next,or the understanding of the needs-wants were no where there to be felt.The pseudo marketer in me tries to compare the 2 ad-s-which one is more capable of arousing an intention to buy in the mind of the TG(hee hee,couldn’t resist this)Ok,the TG of 1995,was aroused enough(pun fully intended),to try this new brand while divorcing the faithful and wonderful Reynolds-so much for loyalty to the Reynolds brand.
The current TG is not so sure of switching-at all.May be the reason varies from 1.having too many options in the marketplace today;Linc,Parker(it was present back then too,but is a lot more affordable now),Cello etc; to 2.being more prone to using the keyboard than a pen for writing stuff and many more.
Still the understanding that stays with me is-this brand evolution is not too welcome-at least in the case of the ‘Non-size zero Bollywood heroine loving male’ TG(now that’s a segmentation!).and let me tell you-that is a number the brand manager will ignore at his/her own peril.

Likhte Likhte..love happened.And we are living happily ever after.