Pratik's Idiosyncrasies
Mea Culpa!
- Pratik
- Bangalore, Karnataka, India
- Hi Guys!!Welcome to my world of literary expressions. A bit about me first - I am a researcher by profession, an observer by design and an author by choice. I have various interests of which I find human behavior the most interesting.There are many things (small and big) that I come across as a result of meeting and speaking to various people. I call them, the 'flavor of life'. This blog is my way of penning down my experiences with life, on a variety of subjects. This blog is in no way meant to be a great literary piece...This is just a vent to my observations and experiences. Happy Reading!!
Monday, July 19, 2010
Kitna Deti hai???
Now that the World Cup's over, and the fact that we are seeing less of Waka Waka, it has given me the time to take a closer look at ads once again. This time around I was almost beginning to feel disappointed because, the TVCs being aired at the present, have not really caught my fancy. However, Maruti Suzuki, came to my rescue here, like many places where I have got stranded, and have taken a lift in a Maruti Suzuki car. The ad that I am referring to is the latest TVC by Maruti, which says, 'kitna deti hai?'
Capital Advertisement has made a winner here. I have shouted myself hoarse, in almost all my previous posts saying that a good TVC is not only about mesmerising visuals. It is a concoction of a good storyboard, logical thought flow and good visuals. This Maruti TVC seems to have achieved that perfect mix here. The Maruti was Sanjay Gandhi's gift to India, and since 1984 it has been the quintessential Indian car.
The campaign has three TVCs. One of the TVC shows a scientist of some kind explaining the nuances of a space vehicle to a motley crowd. He gets into jargon and the technical nuances of how technologically advanced the rocket is. He is about to sign off and asks "any questions" more as a formal gesture, than anything else, to which a person (an India) replies, "yes...kitna deti hai?" The question pertains to the mileage that the rocket is expected to give. To me this summarises the thought process of a hud=ge middle class country, called India. In the wake of rising crude oil prices, this question's validity simply cannot be doubted.
For a marketeer, it is very important to tap the pulse of its consumers, and accordingly communicate with them. Maruti has been able to do just that. The average Indian consumer wants it all. He/She wants the looks, the style, the fuel efficiency and also the best price. It is a tricky proposition to decide on the communication platform in such a scenario. Also, if we take a careful look at all the four wheeler ads in the recent past, we will realise that this was a platform that nobody used. While the Hyundais and the Volkswagens of the world have been busy promoting the looks of their cars, the 'fuel efficiency' platform was never really spoken about much. This was a flank that was left unguarded by competition, has Maruti has used it with great elan and gutso. I just have a feeling that from here on, it is going to be a catching up game that the i10s, i20s, Jettas are going to play...
For me, the question always was and always will be, 'kitna deti hai?'!!!
Capital Advertisement has made a winner here. I have shouted myself hoarse, in almost all my previous posts saying that a good TVC is not only about mesmerising visuals. It is a concoction of a good storyboard, logical thought flow and good visuals. This Maruti TVC seems to have achieved that perfect mix here. The Maruti was Sanjay Gandhi's gift to India, and since 1984 it has been the quintessential Indian car.
The campaign has three TVCs. One of the TVC shows a scientist of some kind explaining the nuances of a space vehicle to a motley crowd. He gets into jargon and the technical nuances of how technologically advanced the rocket is. He is about to sign off and asks "any questions" more as a formal gesture, than anything else, to which a person (an India) replies, "yes...kitna deti hai?" The question pertains to the mileage that the rocket is expected to give. To me this summarises the thought process of a hud=ge middle class country, called India. In the wake of rising crude oil prices, this question's validity simply cannot be doubted.
For a marketeer, it is very important to tap the pulse of its consumers, and accordingly communicate with them. Maruti has been able to do just that. The average Indian consumer wants it all. He/She wants the looks, the style, the fuel efficiency and also the best price. It is a tricky proposition to decide on the communication platform in such a scenario. Also, if we take a careful look at all the four wheeler ads in the recent past, we will realise that this was a platform that nobody used. While the Hyundais and the Volkswagens of the world have been busy promoting the looks of their cars, the 'fuel efficiency' platform was never really spoken about much. This was a flank that was left unguarded by competition, has Maruti has used it with great elan and gutso. I just have a feeling that from here on, it is going to be a catching up game that the i10s, i20s, Jettas are going to play...
For me, the question always was and always will be, 'kitna deti hai?'!!!
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