By Malay Desai
By: McCann Worldgroup
CK Birla Group firm Orient Electric has unveiled two new films as part of its ‘Switch to Smart’ campaign that was launched in April last year. It recalls its smart young girl ‘Chutki’ and her mother who are paired with cricketer Dhoni. In ‘toss’, the three are shown watching re-run of a game where he is being interviewed by a presenter. Chutki ad-libs this chat to make it a banter between the presenter taunting Dhoni about high electricity bills. In ‘Presentation,’ Chutkidoes it again, adding that Orient LED saves up to 85 per cent electricity. The copy at the end reads ‘the next generation is smarter’ before showing the brand’s LED range.
Do we Like?
When you have athlete number 23 on Forbes’ Most Valuable Athletes list, loyal to your brand from half a decade, it’s tough to do a mediocre job. Orient Electricals, while re-launching itself as a leaner, less-boring Orient Electric last summer, was there; at the beginning of an easy chase on a dry wicket. With MS Dhoni, in his second innings in two years,Orient has hoisted it for a six again.
Timed prior to the IPL last year, Orient’s re-launchshed its ‘PSPO-only’ tag and unveiled a portfolio of lighting and home gadgets. The key last year was to sell the ‘we have changed, we are the new generation’ message, and it worked well with Chutki, a know-it-all kid of the house. The nerd showed MSD how to use child-lock, showed remote-controlled fans and more. This time, she’s back, taller and with unmistakable spunk to take on India’s most popular cricketer.
The message is the same, ‘the new generation is smarter,’ and it cannot be more impactful than now. Brand MSD, in a lull period of its lifespan, having already relinquished test cricket, is playing alongside a new generation of boys versus South Africa in a two-month long series. Top timing, like his cross-bat whack over mid-wicket.
The ad-lib is a terrific idea, boosting the films’ re-watch value. Sanjay Manjrekar as host, pseudo props and graphics make it a delightful joke – and I suspect the MSD loyalist won’t be offended with his roast. At the final lap of his career, Dhoni doesn't mind keeping a straight face and being joked at. How many ads – and he’s done dozens –have we seen him not flashing his charming smile? With a witty script, one could forgo even that invaluable asset. What, in all this, is Chutki’s mother doing, I have little clue though.
Orient takes on Bajaj’s trust + legacy and Havell’sphenomenal brand recall this cricket season. It will be interesting to see how MSD fares in the commercial breaks, and on-field too.
(To watch this film and others, go to YouTube and search for the ‘OrientElectric’ channel)
Your regular dose on the shifts in the social media universe
Digital India – which side are you on?
Wait, are there really two sides? Let me explain. Hours after PM Modi met Mark Zuckerberg(among other heads of Internet giants) last week, there was buzz of #IsupportDigitalIndia, FB’s move which asked users to change their DPs to tricoloured ones and join the quest to make gareeb Indians Internet savvy. Only problem, sections of the media called this a sly move to push its Internet.Org project, which has been criticisedfor violating net neutrality. The opposing sides now are the Save the Internet Foundation, which mobilised various stakeholders to support neutrality and Facebook. Meanwhile, FB also changed Internet.Org’s positioning to ‘Free Basics’, leading to much debate among activists. Evidently, there is more than what meets the eye on Modi and Zuck’sbenevolent plans. I’m pouring my head in knowing both sides and will keep you updated!
Next Big What likes this
Edward Snowden – hottest property on Twitter
There are days when one simply cannot not love America. What else must one feel when one of the most wanted men of their security agency NSA, who is facing charges of treachery at home, opens an account on Twitter, one of Silicon Valley’s start-ups that changed the way we communicate? Whistle-blower Edward Snowden, simply as @snowden with a blue tick is burning up digital media as you read this, with his sharp, witty words and exchanges in 140 characters. The man is currently in Russia, and heads the Freedom of Press Foundation, which fights for transparency in journalism. Snowden’s bio, his first tweet and six other tweets only seem like the man’s going to set Twitter on fire. In a good way.
Wikileaks likes this
How do you shop on YouTube? Here’s how
First up, a big cheer for YouTube India for pulling off a ‘Comedy Hunt’, which culminated last Sunday evening in Mumbai and which promised to push several funny-but-lost people to use the medium to create their own stuff. Now, the news – if Pinterest, Facebook and Instagram have long been pushing their ‘buy this now’ initiatives along with posts of brands, how can YouTube be far behind? Last week, Wired reported that YT will be serving shopping ads based on items shown in the videos. Parent co. Google says there are over a million channels with product reviews, unboxing stuff etc., this will benefit advertisers. The new ads will appear as an icon in the top right corner of a video. If you click, you can see images of the product and know what it costs – then go to the retailer’s site to buy.
Unboxing Legend likes this