The digital world is evolving at a fantastic pace. And as hackers show off their prowess every day, banks too are improving the security aspects of their digital offerings. And so we all have credit cards where it is no more enough to swipe the card. The card is plugged into a device which is proffered to you and you punch in a four-digit pin number and then the charge slip comes dancing out. Now for people like me whose instant-memory is really not the best of their faculties, this is the moment of truth. There have been many occasions where I have stared at the little wireless device which has my credit card sticking out of it and been seized with doubts about my pin number. Fortunately, so far I have managed to enter the correct pin on all occasions except one. But the fear lingers. And seeing Kotak Mahindra Bank’s TVC about an instant pin filled me with hope. Here’s a group of youngsters who react with horror when the host announces with rare aplomb that he has forgotten his pin. And then the young man asks each one for two numbers and instantly creates a new pin. And as the young lady-friend takes a dig at this digi-savvy young man by saying she knows his pin, he triumphantly informs her that he has changed it once again. As easy as that! To me it meant I never need memorise a pin again. What joy! My bank better give me this feature quickly or I will be knocking at Karthi Marshan’s door. The film made by Cartwheel presents the ease of this feature in an interesting way. Now, make one starring older people. It will make an even bigger impact.
Ludicrously sexy
Gionee positions its new phone as the sexiest phone in the world. And in a commercial by AndAnd (no spelling mistake), you see this sexy young lady walking into a hotel lobby and placing her Gionee phone on the reception desk like it’s a reservation voucher. The man behind the counter says, ‘Can I?” and picks up the phone, admires it and the lady next to him sees how slim it is and then the film meanders into the ludicrous. There’s a bellhop playing with it and then a chef finds it as he opens a dish in the kitchen and a couple of people are swimming in the pool and playing around with it and so on and so forth. In short, the sexy phone goes on a tour of the property while the sexy lady waits patiently at the counter till the gent behind the counter pages the phone. Yes, that’s what he tries to do and the sexy lady butts in to describe the phone as the world’s sexiest phone. So there you have it! If you like checking into hotels where the staff and customers take your phone for a joy ride and you have the time to stand around looking sexy, this is the phone for you! Creative licence is one thing, but this is really something else. Sorry to start the year like this but if this is the creativity we are likely to see in 2015 …
Look, don’t just listen
Have you ever met a “know-all”? I’m sure you have. And been irritated by the attitude as well. People who interrupt you while you tell them something you think is new, or worse, when you are telling a joke, and pointedly show that they already know what you were trying to say. Well, CarDekho.com uses a “know-all” to devastating effect in its new commercial. The look on the actor’s face, his knowing smile, his condescending tone, are all perfect. You find it funny and resonate with the irritability of the character at the same time. And then the film changes gear and shows our “know-all” willing to listen to anything a car salesman has to say. And so he is told to not just listen but look — at CarDekho.com where one can actually compare features of cars, get first-hand views from actual users, see comparative rates and then take a truly informed decision. Linen Lintas (Yes, that is its new name. No, it is not Pickle Lintas anymore) has made a rather entertaining film which will ensure that viewers would all take a look at CarDekho.com before they buy a car. I know.
Ramesh Narayan is a communications consultant. Mail your comments to cat.a.lyst@thehindu.co.in