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Years Of Trust

Published

12 years ago

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Kalyan Jewellers ‘ Vishwasam Adalley ellam’ ad captures the whole Attention of the viewer from the beginning to the end.Unlike many other ads, this ad communicates without saying ‘this is our product, buy our product ‘. Like a well made short film the conveyance of a message of trust in few seconds made the ad a ‘real’ ad and mass appealing.

Katrina Kaif replacing Aishwarya Rai as the brand ambassador of Nakshatra might have created a lot of conundrum. Amrita Rao, Anushka Shrma, Vikram, Mohanlal, Shreya Goshal, Jayaram… mostly all celebrities are in their run to endorse different jewelers. But does anyone remember which actor endorses which jeweler and which jingle is the background score for which ad? Kalyan jewelers came up with an advertisement concept hitherto unused by the Indian jewelers. The advertisement was aired for about a year from August 2009, but it still seems to be the hot pick.

The television commercial showed the relationship of a father and a daughter. The girl elopes from her house to be with her boyfriend. She leaves a message to her parents. On her way, she remembers the love and care her father had showered on her. She realizes the mistake she is about to commit and returns back home to the forgiving hands of her father. The voice-over tells us ‘Vishwasam, Athalle Ellam’ (Trust is everything or isn’t trust everything?) and then the logo of Kalyan Jewellers appears.

It is at the end of the ad, after 1 minute and 11 seconds that you realize what product is being advertised. This advertisement stands out for this reason. The underlying message is simple. Longer relationships which have stood the test of time are more important than short ones. Or, come to our jewellery which has been around for quite some time and not the new ones which have popped up during the recent years. Even if you have a moment’s flippancy you will realize and return to us. Trust, being the only word spoken with gold in all the references, for Kalyan Jewellers, this advertisement was a turning point. It propelled them from common place jewellery to one which people attach the word trust with. Nethra PUSH advertisers, Palakkad are the makers of the ad.

“The ad was an instant hit. Our target audience was the parents. Always it is the parents who make a decision on buying gold. Parents could relate to the ad and it created a mass turnout”, Says Ramesh Kalyanaraman, MD of Kalyan.

All the actors in the campaign are not professionals. To remedy any shortcomings this might have caused, the voice of the father was dubbed by actor Saikumar. His voice modulation perfectly echoed the sentiments a parent who is about to lose his daughter. The Tamil, Telugu and Kannada versions of the ad had Prabhu, Nagarjuna and Shivraj Kumar as the father figures. The incident happens during a temple festival. There is a slight change in the end too. It ends with the father figure telling the girl he is ready to give blessings for her marriage with the boy. 

“We wanted to come up with something simple and catchy. A girl eloping to be with her boy friend is something every parent would eagerly watch. Of course it triggered a debate whether we were against love marriages. Many suggested that the ad could have ended with the parents giving the girl and the boy approval to get married, ending it on a positive note. We did it intentionally. Malayalees like it simple without drama. But our campaigns in Tamil, Kannada and Telugu ended differently with the father telling the girl to bring the boy home. The entire set was much flamboyant than the simple set for the Malayalam commercial. Ultimately, what matters is the brand image we create.” Ramesh points out.

“The response to the ad was overwhelming. Our ever increasing customer base started identifying us with the ad and the tag line. The advertisement served the purpose and now over tag line is taken up by media, celebrities and common people alike. Recently Mammootty was heard saying “Vishwasam athalle ellam” in a movie. Mohanlal used the tag line in a press conference. Be it any issue, Mullaperiyar dam or a case in the court, the most commonly used headline and comment is our tagline”, proudly says Ramesh.  

Quite surprisingly people started requesting a sequel to this ad. To cater to their demands, Kalyan came up with ads talking about long term relationships. The second one, that of an old couple talking about the years they have been together. The third, yet again talked about a father-daughter relationship. It is about a father who forgets to get the promised doll for his daughter. Late night, when he nears his house he realizes that he forgot and gets the owner of a shop to open it late night. In the end the girl is happily running towards her father to get her doll. Like any other sequel, the ones followed couldn’t make an impact as the first one. This doesn’t seem to stop Kalyan from coming up with the sequels. If the customers demand, they are ready to come up with more of the same theme.

After all everything is about trust.

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Pure as Love- Bhima Jewellers Astonishes with the New Ad

Published

3 years ago

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April 16, 2021

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Bhima Jewellers has come up with an ice-breaking advertisement representing the journey of a trans women and the internet has fallen in love with it!

We have all seen jewellery ads with ladies flaunting the necklaces and bangles, giggling, happy and such an such. This ad is different. Bhima a portrays the journey of a transwomen from her childhood to adulthood. It’s pictured beautifully, just like a movie, with utmost care. The transformation of an unshaven young man to a confident woman with the support and care of her parents will surely tear you up.

The father gifting her with anklets to the final scene of her in the bridal attire is heartwarming. There is no anger, frustrations or melodrama shown, it normalizes something that the society is yet to take in wholeheartedly and the caption strikes, “Pure as Love”.

The best part of the advertisement? A transwoman, Meera Singhania is the protagonist, which just makes the representation better.

Well the ad is ‘pure gold’, check it out!

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Famous Advertisements that attracted controversies this year.

Published

6 years ago

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December 29, 2017

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A recap of the most controversial Advertisements in 2017.

In 2017 some brands inadvertently landed themselves in controversies because of cheeky puns, risky taglines, and ‘insensitive’ use of gods and religion in ads. Let’s have a look at the ads that faced the heat in 2017.

Manforce Condoms

Manforce Condoms was forced to withdraw nearly 500 hoardings in Gujarat after protests broke out earlier this year. Sunny Leone’s condom ad for Manforce that tried to piggyback on the Navratri festivities faced severe outrage in Gujarat this year. The people of Gujarat took offense to the hoarding that portrays Sunny Leone seductively holding dandiya sticks.

Image source: pepnewz

 

Zomato

The recent outdoor ad campaign by online food ordering and delivery app Zomato faced a lot of controversies. Critics of the ad felt that one of the creatives of the campaign glorified desi expletives as it mentioned words like MC (mac n’ cheese) BC (butter chicken) in an attempt to connect with the brand’s core target audience – the millennials. Though the ad had to be pulled down, the advertisement got maximum exposure among the target audience.

 

Image source: thequint

Jawed Habib

Hairstylist Jawed Habib came under fire for hurting religious sentiments of the Hindus when he used the context of Durga Puja to promote his salon’s services. The ad suggested that even the gods visit Jawed Habib’s salon. The backlash was such that Jawed Habib had to apologize for the issue.

 

Image source: republicworld

Meat and Livestock Australia

Though not an Indian ad, reference to Hindu God, Ganesha didn’t go that well for Indians. The ad showed Ganesha, sitting at a table for a meal accompanied by Jesus, Moses, Zeus, Mohammed, Aphrodite, and even L Ron Hubbard, the founder of Scientology.The Indian High Commission in Canberra took notice and registered a complaint with the Australian government over the ad. The ad was banned as it was found to be “discriminatory to those of Hindu faith” by an independent review by the Australian Advertising Review Board.

Image source: abc.net

So these are the advertisements that faced controversies in 2017. Do let us know in the comments if we have missed out on any.

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After beef, now lets welcome ban on condom advertisements

Published

6 years ago

on

December 14, 2017

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ban on condom ad

Exposure to condom advertisements can ruin our kids

A country with a population of 1.3 billion people called a ban on condom advertisements on Monday. The government  has strictly asked the Television channels to not telecast condom advertisements between 10 p.m to 6 a.m as it can evoke ‘unhealthy practices’ in children. It is pretty odd for a country like India, which is the second most populated country in the world to go for a ban like this.

The steamy ad featuring a former porn star led to a lot of objections from the conservative parties. There are so many other advertisements which needs to be banned instead, like advertisements that objectify women as sexual objects and degrade women in the society. Research says India will pass China to become the world’s most populous country in the next 10 years.  Our government has spent a lot of money on spreading awareness, but still the usage of condoms are very less in our country.

Soon after the ban was announced, Social Media slammed it with hilarious tweets and comments

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It did not end there, this was another funny post that I came across.

 

#durex has their priorities right. Wait, is it okay to post this before 10pm? #madovermarketing #virushka #anushkasharma #viratkohli

A post shared by Mad Over Marketing (M.O.M) (@madovermarketing_mom) on

On the other hand, we also had people who supported the ban.  “This is India and it has its own culture, and anything related to sex is generally not publicly discussed,” said Bal Krishna Bhartia, the president of the Confederation of All India Traders, a business association that started complaining about condom commercials a few months ago.

After all these endless debates, everybody has one question – Will the ban really stop the promotion of ‘indecent acts’ and  forbid kids from doing ‘unhealthy practices’?

Do let us know about your thoughts on the condom ban in the comment section.

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