Who scored and who got bowled out? Two advertising head-honchos critique the recent IPL ads...
IPL, the business/game, is all about promotion and marketing. So After Hrs asked two young advertisers Manish Bhatt and Bobby Pawar to review the TV ads of all the eight IPL teams and this is what they had to say about the teams’ promotional efforts...
Bobby Pawar, national creative director of Mudra
Lacks idea - Mumbai Indians
This ad is devoid of an idea. And that is the nicest thing you can say about it! I am a fan and it did nothing for me. ‘Chalo duniya hila denge?’ Pehle mujhe toh hilao bhai!
Meaningless slogan – Deccan Chargers
The slogan of the ad is ‘Go Chargers’. Considering that the venue shifted and the team had to ‘go’ to South Africa, this is borderline genius.
Bad music - Chennai Super Kings
I thought this is the video of a song by a boy band called Chennai Super Kings. But wait a minute, maybe that is what they are going for. Can you smell a music career? Err, maybe not!
All about Shilpa Shetty – Rajasthan Royals
A question: Is this a commercial for Shilpa Shetty or the Royals? Just checking.
Not bad - Kings XI Punjab
Something that resembles an idea, the execution though is run out. While the song is quite good actually.
Manish Bhatt, executive creative director of Contract
Not so bad – Kolkatta Knight Riders
Compared to all other ads, this one is a decent attempt. The ad has a great opening sequence and the music is fresh. Generally Shah Rukh Khan looks superficial in ads, but here he looks involved. (Money at stake). Not having an overdose of cricket visually is a good idea.
Needs a new tag line – Delhi Daredevils
The tag line ‘Khelo front foot pe’ is defensive. Using cricket lingo (front foot pe) in cricket communication is lazy.
Complete misfit - Bangalore Royal Challengers
Remaking the title song of the Bollywood movie Shaan for Vijay Mallya’s team is a complete misfit. Expecting Katrina Kaif and Rahul Dravid to bring energy in the video is being too ambitious.
Blah! Nothing new…
“These ads tell me nothing new. They don’t create loyalties or inspire values that make you want to belong. None take a stand. My sense is there are too many people involved in the creation. So what you see are just a bhelpuri of images and words saying nothing.”
—Josy Paul, chairman/national creative director, BBDO
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