I recently saw the re-run of Tata Indigo commercial (first released in Jan 2008) which was strikingly similar to the Hari Sadu ad of Naukri but with a twist. But what really set me of thinking was that the Twist clearly mirrors the sign of different times and the changing mindset of the working class.
Boss employee situation have been exploited to the hilt in advertising. One of the all time classics which won numerous awards was the ‘Hari Sadu’ ad for Naukri portal.
The ad worked big time for a variety of reasons.
1. Every employee has/had a Hari Sadu as boss in their life
2. Instead of using fear/anger, it uses humour to drive home the point
3. Every disgruntled worker likes to pay back this boss once. Big time!
Now what’s interesting to know is the time when this ad hit the market. The year was 2006. The economy was on the upward swing. The job market was thriving. People were spoilt for choices when it came to their careers. The whole IT and BPO fever was taking the tier 1 and II cites by storm. Naukri and the incumbent agency (Draft FCB Ulka) caught the pulse bang on and created this award winning creative.
The Tata Indigo CS commercial has a similar story line of a boss who cares a @#$% about you. But instead of quitting the guy gets back at this boss in style without giving up his job!
If I have to trace the story of the protagonist across the two phases – 2006 and 2008, through these commercials, what has really changed? Well, our man just got smarter. He will no longer switch a job at the drop of hat but prefers hitting back where it hurts the most – ego.
Now comes the most interesting part of this blog post.
Both the ads – Naukri and Tata Indigo have been created by the same agency – Draft FCB Ulka.
You have actually connected two different ads separated by two years! That's amazing. This is Advertising Intelligence. You aiming to start the Gartner of advertising?
ReplyDeleteAlso, as you rightly said the punch was: the two ads came from the same agency. I guess Draft saved good amount of creative energies. Why? It suited their name too. They didn't 'reDraft' the brief!
thanks Wielderness for your comments. No I don't intend to be the Gartner of Advertising :) I simply do not have the bandwidth nor the ambition to be. This blog is my way of returning something to the profession that gave me everything and more
ReplyDeletei have to say that because of you I now watch all ads much more attentively than before , infact I watch the ads instead of flipping the channel. Also, I owe it to for you some interesting conversations about ads that I am having with friends these days !!!
ReplyDeleteAnd yeah , agree with Wielderness , , this is ad intelligence !!!
Thanks Romina
ReplyDeleteI am throwing a spanner at the whole argument.
ReplyDeleteLet us take the reality of life and gather the insight.
At work place "bosses are bad" "Bosses are demanding" "every employee wants to do something against his boss / teach him a lesson".
So how a creative person utilises these into their challenge is what is relevant and critical.
The first case in point Harisadu : The communication is for a job portal therefore the guy hits directly against a boss and walks out.
The second one: The communication is for a new sedan variant and hence the junior executive shows off to his boss that his is better style. (indirect / subtle).
My argument is my communication wouldve been the same irrespective of the years. The agency is the same (good angle)but as you know the harisadu was from Delhi and the Indigo is a mumbai creative.
Subbu has a valid point! Makes you wonder if its really the sign of times.
ReplyDelete- Red Stripe
Subbu's point just got stronger...Naukri is running the same commercial again! Saw it last night.
ReplyDelete