The musical and humours narration of the campaign grabbed million eyeballs and received positive reviews from both audience and experts. The buzz around the campaign was so huge that it managed to grab 8,407,930 views on YouTube.
This week, when we asked Innovative Marketer and Advertising & Communication Specialist, Nishith KL Bhandarkar about his favourite ad film, no surprise #AntiJugaad campaign grabbed his attention too. Bhandarkar VDO Brand Evangelist and Customer Delight Strategist and had served at many MNCs.
Which ad film grabbed your attention in past few days and why?
Recently we have seen some wonderful ads but the one film which connected with Indian Chord in my mind would be the Anti Jugaad campaign from Sulekha.com.
The film is based on a very strong consumer insight and I believe it has truly captured the Indian mind-set. The film has very well capitalized the one attribute that makes us Indians (the makeshift arrangement…Zindabad.)
The attitude of chalta hai is a long running tradition of sorts for most people in our country. The story has a bigger and more meaningful thought for life – temporary resolutions don’t last long.
If given a chance, what changes would you like to make into it?
The film is beautifully executed and the film makers have nicely portrayed a die-hard Jugaadu, whose life revolves around ephemeral solutions.
But having been given the opportunity to make any changes if I could, I would ideally want to utilize the strengths of the different platform available in today’s dynamic environment (read integrated marketing) try and expand this thought to a higher level by bringing the consumer and the brand face to face on a conversation table.
The consumers should be invited to share their whacky & fabulously funny Jugaad and how that Jugaad ended with a hilarious memorable incident. This would in turn give the brand real consumer stories which can be used as a logical extension to the next phase of the campaign…using social media, TV and Radio.
Did the advertisement make you want to buy the product?
Not sure about (availing) the services from Sulekha.com but the film really made me think, why would people continue to do Jugaad when a permanent, stable and to the point solution is available. With this film the team at Sulekha.com can be certain that sulekha.com would surely appear in the consideration set of a consumer for availing utility (local) services going forward.
Humour and Emotions, what works most in India?
It depends upon the category. But Humour itself is an emotion… the communication has to be either emotional or rational…
Bringing humour in communication is not an easy task. Humour, when executed properly, helps cut through the noise and helps you stand out. If you can make someone laugh, there is an emotional connection with them. And anything you say beyond that is going to be more meaningful.
What three things should keep in mind while making an ad?
Firstly, the communication has to be simple (not preachy) yet imbibing the brand truth (brand value). Secondly, ads that are designed For people like me are more effective, therefore relatable situations must be an integral part of the ad campaign. Thirdly, emotion plays a very important role, whether its humour or rational it touches the heart and soul of the target audience. If all the above ingredients are in line with the communication theme; the piece of creativity will find its play in the universe of virality.
Please give your last word for this ad and rate the ad out of 10.
Sulekha.com’s Judaad campaign is simple, relatable, and thereby connects instantly with the masses by cleverly attacking our subconscious mind. The execution and the planning are spot on and to me it is one of the best campaigns of the New Year. I rate it a 8 on a scale of 10.
