Public Bolti Hai: Mediabites
Tazeen Hasan
The trend to cash in on emotional baggage has dominated the minds of South Asia ad makers since the Supreme’s “Use Chai Banani Aati Hai” commercial released in the late 90’s. The recent variation on this theme is the touch of nostalgic memories since Shan Masalah TVC appeared portraying the train journey of a Pakistani lady reuniting with her sister in a vintage palace like haveli in Purani Dilli (konsi haveli? The neighborhood has transformed to a stinking slum!).
Google’s heart touching narration of nostalgia and reunion thought up by a generation who has never experienced the massive tragedy and bitterness of partition was another milestone in this series. And now comes Amazon’s Rakhsha Bandhan introducing a new set of relationships and traditions.
No doubt, Amazon’s theme is sentimentally appealing. Narrating an emotional story needs a lot of creativity and subtle ingenuity. What makes the Amazon TVC production appealing is nuanced direction, subtle production design with the right mix of colors, balanced lighting and off course, effectively punctuated sequences supported by realistic dialogues, and immaculate acting not to mention the music.
Overall public comments indicated respect for old values and applauded the team and brand for creativity. The comments on Facebook and YouTube also highlighted the challenging job of approval by the brands.
“This right here is one of the most amazing Ads EVER! I salute, bow and dance for the team who came up with this and those who approved this,” the Ad Mad Dude’s remarks appears to be hyperbolic.
“I appreciate how Amazon put guts ahead to show [the] real meaning of gift than usual . This ad makes sense,” says Ashutosh Panday on Youtube.
“My God !! the brand team has to have balls of steel to execute and get it approved from the leadership..This is what great brands are made of…Hats off to the sheer creativity and guts of this team,” Sameer Tariq is effusive in his praise.
Mirzada Asghar praises the creativity, “The magic that happens when brands have brains and balls instead of just dried raisins.”
“Total respect for the people who approved this.” admired Tabinda Ghaffar.
One interesting comment by Naveen Budha caught my attention as he objected to the over all logic,” why Amazon making fool of itself…? Uncle ne to mana kar diya Amazon se delivery .” Nice question Naveed. This is exactly how you sell the product – by touching hearts!
Media Bites Editorial – Tazeen Hasan
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