I am sure the strategy planning team had come up with this great idea that the youth today are buying premium segment hatchback and we should connect with the youth. Now connecting with the youth obviously means the entire gamut of social networking (seriously is that all there is to youth today?) So here we have a commercial which has all the logos floating and the guy constantly connected on the mobile phone. Where is the Car?? This commercial actually reminds me of an international commercial I had seen for Samsung Smart TV. Pretty much the same approach but lot more relevant because it was talking about a TV which lets you do lot more apart from viewing your favorite channels.
Then there is this series of commercials for Maruti A Star. Can’t remember the tagline. But there is one commercial of woman dropping a guy off at his home (wow that is an insight! and a complete flip on guys dropping girls home). It doesn’t end there…. she blows the guy a kiss and opens the boot and another guy comes out… hmm any clues on what it means? Has the agency sold this film idea to the client about women emancipation?
There is another in the series about guy giving the woman a lift and she is checking out the car (subtle freudian look of the woman at the automatic gear and the guys hand on the gear knob) and this whole experience probably turns her on so much that she invites him into her home for a cup of coffee (and all of us who have seen this movie “Pyar Ke Side Effects” know what invitation for coffee means! So what is the TVC promoting… give a lift to a girl and the girl will invite the guy into her home??
I completely understand that the consumers for a lot of product categories are getting younger and brands need to connect with them. But are these the connection points? There are enough young people around me and yes social networking and mobile phones are a big part of their lives but you should here them talking about their future and their ambitions. Would be quite a revelation.
Obviously the strategy for both the brands has been done by foggy old strategy planners (someone like me) and have they got their deep-seated desires into the communication.
Oh while on this… there is a Hyundai Verna commercial which is about the guy driving through the streets to hand over a bracelet to his girl friend. Absolutely banal communication. The teasers had raised expectation for a great automobile communication but alas…
Automobiles are about passion and a highly involved buy and it is insulting a consumer’s intelligence to create such tripe.