2011 is coming to an end. So I thought, I'll keep a record of some of the good work that happened from India for future reference. Some really did wonders to the brand, few were just okay while others didn't cut much ice with me. Anyways.
1. Indigo Airlines:
Brilliant work from W+K, India. They indeed raised the bar since they had to continue with what they started with. The brief was simple - Indigo Airlines - Always On- time. What W+K managed to do was further their previous creativity to newer heights.
Great work as usual from Ogilvy, India. However, the 'Blackberry Boys' had a far better entertainment quotient than 'Always on Facebook.' Unlike Indigo, Vodafone fell in the trap of format for creative excellence and that why "Always on Facebook" was a little setback.
Since Airtel left Y&R, they lost their previous creative edge however, JWT India managed to create one decent commercial that connected well with the youth. "Endless Goodbye" was a nice execution however it didn't do much for the brand which already enjoy top of mind awareness. The "All friends are important" TVC by Taproot however was different and did the job. So 9 out of 10.
4. Coca Cola:
Always happy. Always entertaining. McCann did a great job and the advertisement did the job wonderfully. Link scores were the highest. Strangely when the global "Brrrr" commercial was adapted for the Indian market, the magic disappeared and the link scores were lower. Anyways. The point still remains when its a Television commercial, the only thing that matters is the entertainment quotient.
There were plenty more. but honestly none of them were up to the mark. So the winning formula in India is still Bollywood. Song and dance does work however if the context is right. As we move forward to 2012 and IMC becomes the buzz word for agencies in India, the one thing to remember when only thinking of creating TVC is the Entertainment Quotient. TV is a medium for entertainment, keep it that way. Give all your product details, functional benefits, brand intrinsic's etc. on another appropriate medium.
Well, too many 2012 trends floating around all over, so I'll spare you with my thoughts on that. Enjoy your holidays, have tons of fun and do great next time. Happy New Year to you all.