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Some ponderings over Marketing world, some comments, and yes... the pyaas for the gyan !
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DLF - The entertainment's daddy





After the much hyped about auction of players by BCCI and then selling the title sponsorship to DLF and media rights to Sony, here comes another high decibel advert for Indian Premier League (IPL). Famous or say notorious now by the the title - ManoRanjan ka baap - IPL (Entertainment's daddy - IPL) this advert is a big hit. The 75-second TVC which will run all through the 44 days of IPL and is directed by Rajesh Krishnan of Soda Films. DLF IPL kicks off at 4 pm on 18 April.

StoryBoard

The ad starts with a lady delivering twins but the irony is that the father of the kids is unknown. The twins are named as 'Ranjan' and 'Mano'. During the next eight years, it’s become the norm for people such as the local pujari (priest), kiranawala (small shop owner) and chapris (roadside romeos) to torment the kids with the question, “Kab aayega tumhara baap?”, and to tease their mother lecherously.

Tired with all this, the three lead a hopeless life. One day the mother thinks its enough and decides to jump in a well; but suddenly the bells in the temple ring and the kids holler for their mother, saying, “Maaaaa! Baaaapppuuuu!” in a typical Rajesh Khanna style. The mother knows that the wait is over. She puts red sindoor in her hair and enters the house. The scene is hilarious as the voiceover says: “Aa gaya Mano-Ranjan ka baap (father). DLF Indian Premier League. Sirf Max par.”

The best part is that if you are watching the advert for the first time, you won't get any idea of what is going to happen. The names are spelt as Ranjan Mano, with only once going as "Mano Ranjan". Its not easy to hold on to the idea when you know you have got a winning ad coming out.

Going by the public appeal, this is one of the most funny and clever commercials currently on air. Its a simple idea, executed really well. Ads like this more often than not, go wrong in the execution phase, but this one is bang on the target. That filmi eighties kind of look and dialogs from Indian cinema, perfectly suit this ad.

Rediff wrote that , ‘An industry source said BCCI had allocated roughly Rs 100 crore as its (IPL) advertising budget,’. And aptly mentioned by Adholik, normally with such high bugdets, creativity goes for a toss, because its easy to get all the stars with such money and have them sing and dance, shoot it on camera and call it an ad. But thankfully, things din't become figurative over here.

"The campaign projects IPL more than a sport. It redefines the entertainment by taking this sport to a new level," said Max VP marketing T Gangadhar. The radio campaign has a different treatment as it is a listener's medium. Out-of-home (OOH) hoardings displaying the IPL event have been erected in 150 towns. Besides the channel will have on-ground promotional activity across India as the tournament approaches.

"Males were always skewed towards cricket but with a 360 degree approach our attempt is to get the entire family to view IPL as the matches are scheduled for prime time," added Gangadhar. The biggest challenge is to predict the viewership, admits CD Mitra, CEO, Optimum Media Solutions: "It is a big gamble for all those who have invested in it and also for those who haven't. For most programmes the value and money is preceded by some evaluation. But in case of IPL the variations of prediction are very large."

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posted by Jas @ 8:39 PM,

2 Comments:

At May 04, 2008 5:11 AM, Blogger Pilot-Pooja said...

Another amazing post from ur side Jassi...

Very true ..i had no idea abt the ending of the advertisement..

Very rightly you said: "Simple idea, executed well"

 
At May 08, 2008 2:35 AM, Blogger Jas said...

DLF wanted it to be looked upon as the main entertainment event for the evening, so cricket goes for a toss. Its pure entertainment value!

but 5/5 to the TV ad!

 

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