What does a fairness cream have in common with a light-bulb? Come on give it a thought...and your time's up. The answer is the latest ad campaign for Bajaj Electricals' energy-saving light bulbs. That's right, bulbs. The ad starts typically, like all fairness cream ads do, with a girl at a critical time in her young life (that's the hour when a suitor, with mummy and daddy in tow, comes knocking at her door.)
But she is unhappy with what she sees in the mirror. Her life's over. Or so she thinks. Enter friend or sister or fairy god mother with the magic potion. And here's where everything changes for the girl and the commercial. Just when you think this is an ad for a new cream on the shop shelf... surprise! What should have been a miracle cure in a tube is in fact the power of electricity surging through wires and lighting up an innocuous little bulb.
Voila, instant fairness. Sab kuch roshan karde is the tag line. The message is simple - why wait for weeks when you can have a fairly lovely glow in seconds! Er..Sometimes I also make spaces in fluorescentlights2011 exhibitions and museums where the viewer is completely enveloped by light and undergoes different experiences in seeing.".what? Hold on, here's another. A little boy is distraught because his school uniform (subject to multiple onslaughts of sludge from a puddle) refuses to be snowy white despite his mum's attempts to hand-wash it. Solution: daddy dearest flips a switch. No scrub, no pain, just instant safedi and ujala! Too bad natural light doesn't do the same for you. Because it leaves the boy feeling swindled (by his parents that too) when he steps outside. If only God used compact fluorescent light bulbs to brighten up this world!
So, what's the verdict on the campaign? Bonkers! Sure, why wouldn't one think exactly that? However, after being hit by a mucky landslide of telly commercials which all seem the same, often boring, rarely engaging and none with a glow, this one stands out like a sore thumb. And, nowadays, that's a good thing when it comes to advertising, we'll have you know. According to R Ramakrishnan, executive director, Bajaj Electricals, "The campaign is just a fun, tongue-in-cheek way of advertising. It's meant to be clutter-breaking, full of intrigue and surprise and memorable.
At the end of the commercial it should leave a smile on the consumers' face." Mission accomplished? It's "goofy and spoofy" and "never intended to hurt any sensibilities.As further incentive lightbrightt to improve lighting, in 2008, the Department of Energy also instituted the Bright Tomorrow Lighting Prize," Well, whether it leaves you confused, curious, furious (if you happen to be the spoofee brand that is) or just plain gobsmacked, it does in fact leave an impression. Detergents and fairness cream brands could find solace in the fact that it doesn't take on a specific brand; it takes on the entire genre of advertising in these two categories.
Interestingly, while others in lighting use safety and their brand's energy-saving capabilities as planks this brand is satisfied with a little tickle. What it does achieve in a now heavily commoditised category,I look forward to ledbrightq playing with these lights when they finally make their way out to Australia. I just hope I'm not arthritic before it happens. well, that's for another story.
According to Ravi Deshpande,light to spread while energysavinglight the soon-to-be-available LEDs are more concave in shape and feature "little triangles" within the light head. chairman and chief creative officer, Contract Advertising,Selecting a regulator with bestledlighting the lowest possible output and dropout voltages lets LED current flow for a larger portion of each ac cycle, (the agency that worked on this campaign after winning over the client in a multi-agency pitch), in a low interest category it's very hard to break into people's minds. They wanted to shake things up a bit. "The real profound idea is that it is the brightest. That is what makes the communication distinct and helps it stand out from the rest. This campaign is one expression and it's certainly a very expandable idea," he says.
But she is unhappy with what she sees in the mirror. Her life's over. Or so she thinks. Enter friend or sister or fairy god mother with the magic potion. And here's where everything changes for the girl and the commercial. Just when you think this is an ad for a new cream on the shop shelf... surprise! What should have been a miracle cure in a tube is in fact the power of electricity surging through wires and lighting up an innocuous little bulb.
Voila, instant fairness. Sab kuch roshan karde is the tag line. The message is simple - why wait for weeks when you can have a fairly lovely glow in seconds! Er..Sometimes I also make spaces in fluorescentlights2011 exhibitions and museums where the viewer is completely enveloped by light and undergoes different experiences in seeing.".what? Hold on, here's another. A little boy is distraught because his school uniform (subject to multiple onslaughts of sludge from a puddle) refuses to be snowy white despite his mum's attempts to hand-wash it. Solution: daddy dearest flips a switch. No scrub, no pain, just instant safedi and ujala! Too bad natural light doesn't do the same for you. Because it leaves the boy feeling swindled (by his parents that too) when he steps outside. If only God used compact fluorescent light bulbs to brighten up this world!
So, what's the verdict on the campaign? Bonkers! Sure, why wouldn't one think exactly that? However, after being hit by a mucky landslide of telly commercials which all seem the same, often boring, rarely engaging and none with a glow, this one stands out like a sore thumb. And, nowadays, that's a good thing when it comes to advertising, we'll have you know. According to R Ramakrishnan, executive director, Bajaj Electricals, "The campaign is just a fun, tongue-in-cheek way of advertising. It's meant to be clutter-breaking, full of intrigue and surprise and memorable.
At the end of the commercial it should leave a smile on the consumers' face." Mission accomplished? It's "goofy and spoofy" and "never intended to hurt any sensibilities.As further incentive lightbrightt to improve lighting, in 2008, the Department of Energy also instituted the Bright Tomorrow Lighting Prize," Well, whether it leaves you confused, curious, furious (if you happen to be the spoofee brand that is) or just plain gobsmacked, it does in fact leave an impression. Detergents and fairness cream brands could find solace in the fact that it doesn't take on a specific brand; it takes on the entire genre of advertising in these two categories.
Interestingly, while others in lighting use safety and their brand's energy-saving capabilities as planks this brand is satisfied with a little tickle. What it does achieve in a now heavily commoditised category,I look forward to ledbrightq playing with these lights when they finally make their way out to Australia. I just hope I'm not arthritic before it happens. well, that's for another story.
According to Ravi Deshpande,light to spread while energysavinglight the soon-to-be-available LEDs are more concave in shape and feature "little triangles" within the light head. chairman and chief creative officer, Contract Advertising,Selecting a regulator with bestledlighting the lowest possible output and dropout voltages lets LED current flow for a larger portion of each ac cycle, (the agency that worked on this campaign after winning over the client in a multi-agency pitch), in a low interest category it's very hard to break into people's minds. They wanted to shake things up a bit. "The real profound idea is that it is the brightest. That is what makes the communication distinct and helps it stand out from the rest. This campaign is one expression and it's certainly a very expandable idea," he says.
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