A tribute to Mr Vodafone
By Adwait at 22 February, 2010, 11:03 am
Creating brilliant ads is quite a challenge. They are not like movies. They aren’t three hours long and most of them aren’t even aired start to end on television. They are short. They need to capture your intelligence long enough so you would go and buy that product. They have to be eye-catching. A good ad is judged by its repeat value and whether you look for your remote to switch channels when the first ad pops out in the middle of a serial that you might be watching.
If an advertisement can keep the attention of the viewer and if it still re-plays in a person’s head, much after the television set is turned off, then I think that the copywriter has done a great job. My personal favourites have been the Vodafone advertisements. But the one’s before the Zoozoo’s. The one’s were Irrfan Khan stole the show.
Since the ads are hammered on every channel, either you will reach saturation and nauseate every time it starts on television or you will appreciate it so much, that when you’re having coffee in the evening you’ll suddenly burst into laughter remembering that advertisement (Well if it was a humorous one).
There is one such advertisement that I simply love. When I’m with my friends, I always imitate the act. When someone does a better imitation, I laugh so loud, people think I’m crazy. But every time it comes on television, by default, I end up smiling after the advertisement finishes. It’s a complete package. There aren’t a hundred people on screen to concentrate on. There are no flashy backgrounds, and neither is there any background music, leaving the actor or as I would like to put it, Irrfan’s voice perfectly audible. The advertisements are set up in simple back-drops. Nothing hard to understand. The dialoge is also simple. Getting to the point immediately. Whether it is STD call rates or SMS rates. Irrfan Khan gets to the point within a sentence or two. Not causing any confusion. This is a very viewer friendly technique used by Vodafone. Irrfan Khan started out when Hutch changed its name to Vodafone in India. Ever since he has been the face of the Vodafone tele-commercials. His latest one being, the slashed call rates after 10pm, where he is woken up in the middle of the night.
Irrfan employs his acting techniques that he learnt here at FTII, Pune. In the ad world, I believe he is Mr. Vodafone. Someone has said that advertising is an art of creating prejudices and if you have folks like Irrfan doing the job for you, it’s a treat.
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