Addendum is aweekly 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.

I grew up knowing of only one footwear brand, Bata. Life was simple. You wanted to buy shoes, you toodled across to the nearest Bata showroom and bought a pair of Bata shoes. That was it. But then everything changes and, suddenly, my son never wanted to go to a Bata showroom. He had ideas of his own when it came to footwear (and everything else). I too strayed to other brands mainly because the Bata showroom I knew and loved closed down. Well, travelling overseas in December, I was pleasantly surprised to notice the wife stepping into large, well-stocked Bata showrooms. She observed that Bata seemed to have gone in for a makeover. And then, there’s this pleasant TV commercial for Bata, created by DDB Mudra, that makes feet and footwear tell myriad stories of life. Of walking and running and sharing little love-notes, and playing footsie. All accompanied by a little jingle set to a tune that somehow took me back many years to a happy time when life was simple, and Bata was available. Well, looks like we have come full circle. And Bata is back in our lives. Welcome back!

Gimme a break

I sat fascinated by this new TVC for Vodafone. It shows a family driving on a highway and the young man in the front seat suddenly seems to have a desperate urge to visit a bathroom. The poor chap squirms in his seat and asks his father, who is driving, how long it will take to reach a rest area. In the backseat, the sister pulls out her mobile phone, goes to a Vodafone music site and downloads a song from the Seventies or thereabouts.

Suddenly, you have images of Jaya Bhaduri from the movie Guddi , praying for mental strength during a prayer song at a school assembly, and then the penny drops! The young man in the car mouths an irritated “very funny” at his sister as he continues in his private hell. That, of course, is greeted with delighted laughter from the family as the car pulls up at a rest area. The young man jumps out of the car, darts towards the toilet and yanks the door only to find it locked from inside. His frustration is palpable as the family continues laughing with delight at his plight. The commercial ends with the Vodafone Music logo coming on. God, I was waiting for him to slip on a banana peel and break his neck. I could visualise the laughter of his family and the corny team that created this TVC… We are really dredging the bottom now.

Tireless tyres

The armed forces are truly a symbol of bravery and loyalty. Showing them in any way always brings out positive emotions. And this is probably what tyre-maker TVS Srichakra is banking on. So there’s this army man on a motorbike roughing it through rivers, on rock-strewn roads, and over frighteningly-little bridges strung across foaming rapids. The angles, of course, take care that the tyre is shown taking a beating but carrying on relentlessly. And, finally, you see the motorcyclist reaching a forward outpost and delivering mail to a group of ecstatic soldiers. The emotional ending makes up for a predictable ride. Any idea which motorbike they used?

…and some snippets

Draft FCB Ulka is now FCB Ulka. Some global realignment has made our lives easier. And with the name-change comes a smart new identity. Neat!

The International Advertising Association’s India Chapter launched a campaign targeting voter apathy. Something really useful from the industry. If it can use its creativity to make people shake off their apathy and get to the booth and vote, it will do the country a cardinal service. Sundar Swamy can add another feather to his crowded cap.

Ramesh Narayan is a communications consultant. Send your feedback to cat.a.lyst@thehindu.co.in

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