AD 1 - Gillette India: Soldiers Wanted
Agency: BBDO India
Creative: Josy Paul, Rajdeepak Das, Sandeep Sawant
Target Audience: Indian men from all strata
Description:
Embarking on the wave of current national trend of Women’s
security and women’s right, Gillette India has produced a new
advertisement campaign “Soldier for Women” reflecting the heightened national
consciousness on atrocities against women.
The TV commercial Created by BBDO India, is built on the
Soldier platform. The commercial starts with the “Soldier Wanted” shows visuals
of men ranging from a tattoo artist to a gym instructor to a mechanic and
hairdresser, followed by shots of women from various professional and social
strata. The commercial than builds by
showing them coming together, with the men standing by women, as
‘Soldiers’. The super tells the story:
'Soldiers wanted.
Not to guard the borders. Not to go to war.
But
To support the most important battle of the nation.
To stand up for women. Because when you respect women… You
respect your nation.
Support the movement. Gillette salutes the soldier in you’.
Analysis:
The commercial is in resonance with the rising discontent
for atrocities against women in the country and supports the movement for the cause.
It is able to use current national emotions to get attention of men and women
from all social status. Gillette’s brand purpose is to help men make a
difference in their world and “Soldiers Wanted” ad calls out to all the men who
embrace the values of the solider by standing up for women. It intends
to enable men to help them make a difference in the new, more aware India today.
Thus, through this campaign Gillette is able to connect to the target audience
by communicating a strong message.
AD 2 - Max India: Sar Jo Tera Chakraye
Campaign: “For life”
Tagline: “In Life’s ups and downs we help you bounce back.”
Creative agency: Dentsu Creative Impact
Media agency: Madison
Target Audience: People of different age groups, who are
apprehensive of insurance schemes.
Description:
The Max India – For Life campaign uses a trampoline to bring
out the key message that it helps you bounce back in life with its bucket of
offerings – Life Insurance, Healthcare and Health Insurance.
The ad created by Dentsu Creative Impact, opens with
multiple trampolines placed in the open. People of different age groups are
surprised, yet eager to experience them. Once an old man sets his foot on the trampolines,
all the 500 people watching by the side set out to experience the trampoline
which is really a visual metaphor for ‘Max’. Through the film, a remix of the
old Bollywood hit, ‘Sar jo tera chakraye …aa ja pyaare paas hamare.
Kahey ghabraye’ plays in the background.
Analysis:
Through this ad Max intends to consolidate their various
service offerings under one umbrella brand, Max. The new communication aims to
build trust for the corporate brand by virtue of which people can choose its
constituent brands with more confidence. Max is able to deliver the message
that it wants to help their customers in navigating the confusing complexities
of insurance and healthcare by using an old Bollywood song ‘Sar jo
tera chakraye …aa ja pyaare paas hamare. Kahey ghabraye’.
Max wished to communicate that life is for living to the
fullest and in all the ups and downs, it will be right there to help them
bounce back, just like a trampoline and it does it in style.
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