So youth is the new consumer for every possible category including the automobiles. All the new compact cars that are being launched are supposedly addressing this new consumer.
Toyota Liva TVC had ticked all the boxes as far as communication to the youth is concerned. Of course the communication left many confused – was it a commercial for a car or for a mobile phone with a host of apps.
And the latest from Hyundai Eon. Must have been one very complicated brief and then even more complicated creative thinking to come up with the big idea to address youth – We got to have a song with kickass lyrics which address the mindset of youth (I want it now). Then take the car for a spin and have people admire it (traditional stuff when it comes to automobile or bikes communication – seen it so many times in past couple of decades… Hero Honda or rather Hero Motocorp was a master at it). Now comes the most crucial piece.. which would have been laboured over by the planning, servicing and the client – The “kind” of people and situations to connote youth. And we have an award-winning commercial which so connects with the youth.
Somehow all the brands… whether it is Hyundai Eon or Toyota Live (I wont include Honda Brio in this because I could not understand the commercial) or Nokia think that the youth of today is extremely shallow. In my past posts I have written enough about it but still when i see commercials like the one under discussion… it gets me here again..
I have a very young team working with me whose average age is probably 23/24. I look at them and then I look at all these TVCs and it makes me wonder… is this bunch of young an exception or all the brands are getting it wrong. This young crowd is materialistic.. sure.. but the fact is that they are working and are very committed at what they do (probably lot more than me at their age). It is the money that they earn by working hard and smart is the money that is then spent on gadgets and all the accessories. And they want the best.. because they can afford the best and the communication under discussion is sheer wall paper for them.
The breath of fresh air is the commercial for BPTP ( a real estate company in Delhi/NCR). Unfortunately (and they missed a trick here) it is not available on youtube so I can’t give the link. But readers who live in Delhi/NCR would have seen it playing in mulitplexes. Will briefly describe it.
A working girl comes home for holiday. Her grandmother exhorts her to settle down (In India it means get married) because she is 26 now. The girl takes out her phone and tells her granny she has settled and should she show the photographs. There is a shocked look on granny’s face… her parents too (that she got married and didn’t even tell them). But what she shows are the interiors of a house that she has bought! The granny.. not to be outdone.. says that she meant marriage and the girl turns around and says “For security? Oh there is a watchmen for the complex!”
To my mind they have completely done it! broken so many stereotypes in one communication – 26-year-old buying a house and that too a girl (age and gender). Where typically most real estate communication does not address either. And then to top it all… the age-old notion that is set for girls in this country about marriage.
Tackily executed (sure looks very low-budget handy cam kind of commercial) but great on idea.
There is another one and I cant remember if it is Chevrolet Beat or Spark but it is on air currently about a woman doctor who suddenly realizes that it is Raksha Bandhan and drives over to tie rakhi to her brother… again breaks the stereotype of automobile advertising – car driving around for no reason at all (mostly by guys).
I think most brands need to go back to the drawing board and let go of shallow thinking if they really want to communicate and be part of young people’s lives.
Some links to view: