CATCH
PRODUCT: Apple iPhone 6
POSITIONING: Let’s Go Indian
CREATIVE AGENCY: Ingram Micro
YouTube Link: https://www.youtube.com/ watch?v=7kxXVnAtnOQ
CONCEPT:
The TVC shows a bridegroom getting ready and proceeding
to reach his wedding venue. He is shown using a new
iPhone 6 to connect with his bride-to-be until finally
meeting her at the wedding venue. The ad starts with the
groom clicking a selfie with his new iPhone 6, and sends it
to the girl via iMessage (messages of Apple devices). The
girl replies by sending him a picture of herself, but she
carefully avoids to show her face, since it’s considered bad
luck for the groom to see the beautiful bride before the
ceremony on the final day.
The couple are later shown keeping in touch via FaceTime,
the company’s video-chatting service, as an enabler for a
shared experience while away from each other, but again,
the girl is careful not to show her face to the groom. The
60 second commercial finally ends, when the two meet at
the altar and a voiceover that says: “We know how hard it
is to wait for something special. Which is why we offer the
iPhone 6 on easy EMI.” 
VERDICT: Catch
Apple plays up the aspirational appeal of its phones,
showing a glamorous Indian bride using Facetime, Apple’s
video calling feature, to send coy flashes to her groom of a
henna-ed hand or skirt hem before their wedding. Though
we feel that Apple could have done much more than
project just a ‘marriage’ in the ad like highlighting some
important features of the device, we liked the ‘un’Appleness
of the ad. After the ad went on air, a few fans took to
Twitter and voiced out their opinion which was very much
in favour of this ad being Indian.
MISS
PRODUCT: Nivea Lip Balm
POSITIONING: Best Friend Forever
CREATIVE AGENCY: Interface Communications
YouTube Link:: https://www.youtube.com/watch?v=ZVH pEMyFLRc
CONCEPT:
The song celebrates everyday
moments shared between
friends, enacted by Chopra
and
her pals. It talks about
the fun and fights friends
have and how they’re overcome because of the bond
between them. The theme shifts to the relationship between
dry lips and Nivea Lip balm, as the message ‘Just
like me and you, lips need BFF too’ is spelt out. What
follows are visuals of the young women braving extreme
weather conditions, their lips protected by Nivea. The
ad shows the many colours available for the product and
how suing them will solve various lip problems. The ad
ends with the line best friends forever, the statement
they have tried to position the product around.
VERDICT: Miss
According to Markathon, the advertisement will not be
able to attract eyeballs. It comes
across as any other ad
for a beauty product. Though the song is a good attempt
made, but the tune is not catchy enough to linger on your
mind for a long time. The ad, according to us, has not
been able to capture the analogy they tried to portray of
the best friend relation. This theme has been used in the
past several times in a much better way. We think, the ad
will soon fizzle out without leaving an impression on our
minds.
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