addendum

Addendum is a weekly column that takes a sometimes hard, sometimes casual, sometimes irreverent yet never malicious look at some of the new or recent advertisements and comments on them.

The good night bite

There’s this young couple lounging around, watching TV. The young man begins to peel the wrapper off his Bournville dark chocolate. The TV set goes off. As he takes the wrapper off power goes off in neighbouring buildings and even on a bridge where a young woman is running. Then, as he snaps off a square of dark chocolate, everything goes, well, dark. The TVC from O&M ends with a voice-over saying it’s the perfect way to end your day, or words to that effect. You have two takeaways from this ad. First, Cadbury’s Bournville is dark chocolate. Very dark. So, only those who enjoy the bitter bite of dark chocolate should venture down this route. Second, there seems to be a move to position the chocolate as an after-dinner, pre-sleep indulgence. Something like a snifter of fine cognac or a thimbleful of Drambuie. You’ve had a long day, a good meal, you are unwinding with someone you love, and you treat yourself to some sinful dark chocolate. Ah, I like the positioning, even if I am a plebian who loves sweet milk chocolate that warmly embraces hazelnuts.

The good morning bite

Wake up and smell the coffee! And Mullen Lintas and Tata Coffee Grand have this hip South Indian granny togged up in a nine-yard silk sari, shades, sneakers, and enough bling to give Bappi Lahiri a complex, rapping and telling you what real good strong plantation kaapi should be like. I like Granny. She is interesting, enigmatic, and has great potential to become a loved mascot. The deliberate use of two complete opposites makes for a riveting TV commercial. Maybe because I’m not a fan of rap to begin with and my Tamil leaves much to be desired (I watched the Tamil version), I couldn’t get the complete set of lyrics. No matter. What I saw and heard, I liked. One doesn’t need to be a rocket scientist to look around and see the increasing coffee culture across India. This is no longer a South Indian preserve. And Granny is just the thing we needed to spread the good word about good coffee. I hope we see more of Granny. Meanwhile, let’s hope Tata Coffee Grand lives up to Granny’s exhortations.

The Thunderers

I saw the latest Thums Up commercial with Salman Khan. I heard the deep Sallu drawl telling me what the “ toofani ” people are about. They would go to any length to achieve what they want. No matter what huge obstacles come in their way. They will never accept anything but the single thing they are focused on. Having seen a few of these Thums Up films, allow me to add to the profile of these “ toofanis ”. They can’t plan ahead. They always wait for the last Thums Up to get over before they wonder what death-defying feat to perform and get one more. Yes. One more is the operative word. They go to great lengths and always pick up just one bottle. I guess how else would they leave space to plan the next film otherwise? And before I forget, these “ toofanis ” never seem to pay for their Thums Up bottles. They just fly in, swoop down, pick up a bottle and get on with their lives. Just being facetious. It’s a well-made film and Sallu fans will love it. Sorry, so will Thums Up fans.

Great expectations

Hamdard and L&K Saatchi & Saatchi have a couple of films based on the great expectations that people have from you. And then tell you about the great expectations that you can justifiably have of their pure almond oil that can either be massaged into hair or drunk with milk. One of the films has a little boy playing the lead role. Watch out for him. This tot will go places. His acting is completely natural and sense of timing is perfect. Full marks to the film production team for identifying him and getting the best out of him. I must say this is a very different way to position almond oil. I like it!