addendum

Addendum is a fortnightly 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.

Full of spice

Several years ago, I recall reading a full-page ad from a local tour company which was advertising a whistle-stop tour of Europe. The message was aimed at those who were more comfortable with an Indian tour operator who could offer guided tours with audio in Indian languages, and Indian food. There was a nice starburst around a line that said “daily morning masala chai”. A Gujarati friend then explained that it was indeed a USP. A masala chai was almost mandatory in North Indian homes and long foreign trips without this vital ingredient made mornings terrible. I say all this because these days even I could make masala chai. I am emboldened by the Nestle and Publicis film that has the lovely Nimrat Kaur coming home and being surprised to see her husband in the kitchen. When quizzed, he deadpans an answer in the form of a question. Can’t a husband make tea for his wife? Nimrat mischievously says that he could, if he knew how to. He then raises her eyebrows by claiming to know how to make a good masala chai and proffers the spiced-up version of the proverbial cup that cheers to a disbelieving Nimrat. Finally, it turns out that the rather excellent masala chai was made with a ready mix of not just the ginger and cardamom that Nimrat enquires about but four more spices as well. So all the black tea needs is a spoon of Nestle Everyday Masala Infusion. And voila! Your masala chai is ready! I really like the film. Nimrat’s expressive face was a highlight. And the young husband held his own admirably. Light banter, great casting, intelligent messaging, some gender equality subtly thrown in (evidently the husband shares the load) and you have a really good commercial.

Oyo re-positioning?

I met the young Ritesh Agarwal during the IAA Silver Summit at Kochi last year. I was struck by his confidence, the poise with which he answered questions, the humility he showed while being mobbed by young students and professionals. I also loved the way he told the Oyo story. So now I see this TVC and I note a few points. First, the commercial actually mentions a date, August 15, so it’s clearly something topical and aimed at drumming up footfalls over the long Independence Day weekend. It also means there could be much more advertising in store. Second, the properties shown in Shimla, Manali and Srinagar all look very upper crust. Not something I would expect from Oyo. So I learned that Oyo need not be little budget hotels desperate to fill rooms. Third, I like the song playing in the background and the production values of the film. And finally, all this was in 15 seconds! Take a bow.

Sunshine sans inspiration

So why is it that suddenly everyone I know seems to be deficient in Vitamin D? I know that I rarely get under the morning sunshine or any sunshine if I can help it. And that’s probably one of the reasons Kaleesuwari Refinery has cine actor Kajol making kids run in and pull everyone out of their homes so that they can soak in some healthy sunlight and her little speech about how important sunlight is for Vitamin D. But this, in itself, is not enough and so you have some kids suddenly appearing with packets of Gold Winner with Vita D that can supplement these requirements. And somewhere in the background is a doctor, obligingly attired in a white lab coat pitching in with his endorsement as well. So while the message is very clear, did you really need to waste the incredible skills of Kajol on as pedestrian an approach such as this? Well, you have celeb endorsements and you have celeb endorsements!