Creative Picks | 8 June 2020 | Fevicol, Asian Paints, Kotak Mahindra Bank

Ritwika Gupta, June 7, 2020

This week, Ritwika Gupta reviews ads by Fevicol, Asian Paints and Kotak Mahindra Bank.

From Fevicol’s positive new film to Asian Paints’ funny ad about their safe painting service and Kotak Mahindra Bank’s entertaining spot featuring Ranveer Singh, Ritwika Gupta takes a look at the ad campaigns that impressed her this week.

Brand: Fevicol

While the lockdown was implemented to ensure the safety and security of people, one cannot deny the massive economic loss it has inflicted globally. As India begins to emerge out of the lockdown gradually, Fevicol in a new film, sends out a message: “zinda rehna hain par aage badhne hain” which means we need to live but we also need to revive. That is why it is crucial, perhaps more than ever, that we take care of ourselves. Written and voiced in Hindi by chief creative officer worldwide and executive chairman India, Ogilvy, Piyush Pandey, the ad urges people to be even more particular than before about wearing a mask and maintaining the social distance. The Hindi words are displayed alongside Fevicol’s traditional logo with elephants wearing masks on their trunks. The brand’s decision to completely communicate in Hindi will not only reach out to a wide range of consumers but also their sales colleagues, dealers and distributor partners. I think it is a commendable attempt by the brand to make people aware about the situation outside and how we can combat the pandemic. The ad is real but also compassionate. While it specifically states that the “battlefield” remains the same, the spot also advises on a different strategy that we need to implement. To fight this war, we need to stay alive. This one carries a positive and uplifting message on ‘Unlock1’.

Campaign: ‘Unlock1’
Agency: Ogilvy

Brand: Asian Paints

In the last couple of months, Asian Paints’ released two ads as part of their #StayHomeStaySafe series. The brand has now come up with a third TVC which looks to spread awareness about its ‘Safe Painting Service’. Conceptualised by Ogilvy, the film features a nosy couple, played by the brilliant duo – Manoj Pahwa and Seema Pahwa, prying on their neighbour. They see people in safety kits being sprayed with sanitisers inside their neighbour’s house and try guessing what the people in gear are there for. Their neighbours interrupt their curiosity and reveal that they are getting their house painted. The film ends with a message about the new safe painting protocols as they show a team of Asian Paints Painters dressed in full safety gear. The ad builds on the idea of how people are always curious to know what’s happening in their neighbour’s home. And especially during the lockdown, we are all the more curious about any activities that could be happening next door. The ad takes a light-hearted approach to reassure not just the home owner but his nosy neighbour too about the safe painting services. The film is informative and entertaining.

Campaign: ‘Safe Painting Service’
Agency: Ogilvy  

Brand: Kotak Mahindra Bank

Kotak Mahindra Bank (Kotak) has unveiled a new ad titled #BankFromHome, as part of the Kotak 811 campaign, featuring Ranveer Singh. Conceptualised at home by Cartwheel Creative Consultancy and directed from home by Keroscene Films, the ad features Ranveer Singh going through the video KYC process quickly and effortlessly with a bank executive. I think given the limited resources and the strict lockdown guidelines, the commercial is a wonderful example of a shot-at-home ad. I liked how Ranveer Singh is his usual irrepressible self during the call while the banking executive is polite, just doing her job. This contrast makes the ad unpredictable. As a matter of fact, we rarely see such fun ads in the banking category. Therefore, this comes as a breath of fresh air. Additionally, given how so many ads these days are only talking about the pandemic and importance of staying home, this one stands out because it launches India’s first zero-contact, video KYC savings account, something beneficial for consumers. The message is clear. Kotak wants to let people know that they can now open a full-fledged Kotak 811 savings account in a completely digital, paperless and zero-contact manner from home. Ranveer Singh adds that quirky touch, making the ad entertaining and fun to watch.

Campaign: #BankFromHome , Kotak 811
Agency: Cartwheel Creative Consultancy