BASELINE : Deekhane ka jee kare
4Ps TAKE : Guess the concept behind this Greenlam ad has been borrowed from an underworld Don. At least the storyboard suggests so – two friends bump into each other at a restaurant, one of them starts requesting the other one to pay a visit at his place but when the other friend declines, the wife of the first threatens the poor friend with a butter knife and the husband also tries to scare the hell out of his friend, so much so that even their kid gets involved. Finally they manage to drag the poor soul to their house just to flaunt (you can’t even begin to guess!) their Greenlam interiors. Now what kind of whacky strategy is that? We’ve heard of beg, borrow or steal, but never knew the world worked on another funda of request, force or scare! This ad seems to be a fine example of the latter, we’d say. The communication is a pure waste (sophisticated couple speaking in tapori style) and the focus is totally lost. A good suggestion to the makers of this ad, agar deekahne ka jee kare then flaunt a good concept instead of this poor show!
4Ps TAKE : Guess the concept behind this Greenlam ad has been borrowed from an underworld Don. At least the storyboard suggests so – two friends bump into each other at a restaurant, one of them starts requesting the other one to pay a visit at his place but when the other friend declines, the wife of the first threatens the poor friend with a butter knife and the husband also tries to scare the hell out of his friend, so much so that even their kid gets involved. Finally they manage to drag the poor soul to their house just to flaunt (you can’t even begin to guess!) their Greenlam interiors. Now what kind of whacky strategy is that? We’ve heard of beg, borrow or steal, but never knew the world worked on another funda of request, force or scare! This ad seems to be a fine example of the latter, we’d say. The communication is a pure waste (sophisticated couple speaking in tapori style) and the focus is totally lost. A good suggestion to the makers of this ad, agar deekahne ka jee kare then flaunt a good concept instead of this poor show!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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