Lame Advertising: Videocon — A Complete Waste Of Shareholders’ Money

by Vinaya HS on December 3, 2007

in India Advertising Blog

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The first time I saw this ad, I felt worse than a toad on a frying pan. This is the third straight lame advertisement from Shah Rukh Khan (see the first and second). Given his unsatiated fetish to endorse anything non-living, he’s got to quickly reposition himself as the “King of Lame Advertising.”

I found this article on Indiatimes in which Videocon’s senior management is quoted as saying,

Videocon has created magic by bringing super stars like SRK and Dhoni together for the first time on a single platform to create a unique campaign. The core idea of the campaign is to celebrate the spirit of success –- no matter the role life gives you, always play it big and emerge as a champion.

I believe those statements should actually read,

Videocon has created nonsense by bringing super stars like SRK and Dhoni together for the first time on a single platform to create a totally lame campaign. The hidden idea of the campaign is to celebrate the spirit of lame advertisingno matter the ad life gives you, just do it and emerge as a stinkingly rich person.

Continues the article,

Our [Indiatime's] sources who were present at the sets when the ad was being shot are of the opinion that Shah Rukh and Dhoni’s chemistry was clearly visible and they enjoyed a lot by changing their real life roles. The boys had a great time together.

Wow! People actually go and watch these lame ads being filmed. Unbelievable. I don’t think those McKinsey productivity studies take these into account. And when you see Videocon’s next P&L, observe the SG&A line items, because you now know where a few of those crores are headed for.

Message to Videocon: Rather than disseminating nonsensical analogies between life and your corporate re-invention, it would be a really great idea if you wind up your business and distribute the proceeds to your creditors/shareholders.

On the other hand, what do Indian corporates take the Indian public to be? Mindless idiots?

What do you think?

Bonus:

NDTV, in it’s efforts to broadcast nonsense 24 x 7 x 365/366, ran a detailed story on the creation of this lame ad:

Part #1:



Part #2:



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{ 3 comments… read them below or add one }

Anoop December 3, 2007 at 11:14 AM

LMAO + ROTFL+ —– what ever you would want to add..My neurons are completely frozen & broken..

Raj December 3, 2007 at 9:40 PM

I think you are reading too much into ads these days. The ad is supposed to be dumb and funny. And it would definitely get the attention of people which is exactly what Videocon wants. Their products suck so they can’t highlight the features.

About NDTV, they have a show about ads and so they cover whatever new ads are created. Why should they care if the ad sucks? It has big stars after all. As long as they don’t show special programmes on ghosts that live in trees like some Hindi news channels, I’m okay with them.

Vinaya HS December 3, 2007 at 10:35 PM

That’s exactly my point mate: “What do Indian corporates take the Indian public to be? Mindless idiots?”

Where do you think the “exorbitant costs” of these celebrities and advertising campaigns end up? In the price that you ultimately pay for the product. And in this case, to use your words, products that suck.

And no one asked NDTV to start a 24 x 7 x 365/366 channel and then fill up the timeslots with junk.

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