On a week end trip out of Delhi, someone once asked me, which was my favourite ad campaign. Having never thought about campaigns as such, the answer eluded me. i have attempted to answer that question in two terms: Favourite ads in terms of its social relevance. Favourite ad in terms of how it appeals to me personally. It is the second part that i seek to answer.
There are many of us, who have been born and brought up in surroundings and environments better than the ones that we stay in these days. I was born up in a small town, where every one knew every one else (practically), where we didnot know of traffic lights and horns, where the sky was blue, where the mind was free, where when you looked at the sky at nights, you could see the stars twinkling by hundreds! I had a cycle, i had cricket and my friends and my school! There was a sense of adventure in every little prank and small meaningless pursuits. I had intended to join defence forces then! It was the sense of adventure that prevailed in my choice of a career. Today, a middle aged manager like a thousand others, we define our moments in life by our 3 BHK apartment, our zappy car, our swanky office, our3 times a week a la carte lunch, credit cards, sexy mobiles and a urge to be fit! The only thing i miss in life is the wilderness, the adevnture, the careless life and give-a-damn attitude to things in life which did not concern me! Once a while i go out for a drive or a vacation in the hills nearby to fulfill the desire to be myself.
That is the background, where Tata Safari Dicor and its "Reclaim your life" message hits you down there in its full blast. The first series of ads featured here, took the message squarely upfront. The image of the middle aged executives caught still ruminating with a cup of coffee in a junction full of people hurrying (to work!) probably on a Monday morning, is the first brush with Monday Morning Blues. Then comes the man with the raft board, an executive from his attire, who talks about the outdoors and his fondness for the sea. A second life. Then comes the executive in a board meeting who is distracted by the rain outside yearning for outdoors. The lady at the hospital and the man at the bench... all yearning for the fresh breath of air, the outddorsy element! This ad hits and i remember it creating a stir amongst people who could identify themselves with the ad!
The second campaign which came in featured that most amazing soundtrack.. the " Waa Kaa Kaa Kaa" soundtrack. Again that soundtrack is not available mostly but i know of people who have been looking for the soundtrack! A deadly number! Again a hit1 This one was about breaking free from the duresses at office, a controlled environment, a civilized and polished world into one of being yourself, with the Tata Safari. A winner again!
The third ad campaign again notable for its camera work looses the message somewhat in terms of lines everywhere, and yet the most important lines being the ones that we make for ourselves. Intriguing and it puts another angle to "Reclaim your life"! However there is a stretch from the core message and thus is probably the least appealing in what is otherwise a striking campaign!
The fourth one takes the message back to the roots of Reclaiming your life! It focusses on outdoors completely as messages pass through on "what would you remember most about your life?" The Corner office? The meetings! The Corporate board Rooms? etc etc... It has the same effect as the first one.
In terms of appeal, as i said earlier, it punches you where it hits most! In fact, on a parallel, one of my new year resolutions is a short outdoor vacation every quarter!
For Tata, it was important for them to position Dicor away from the Tata brand, and Ogilvy delivers beautifully on the count. It takes Safari on a league of its own. It is difficult to associate Safari with the desi Tata if you happen to see the ad and its execution. So far so good for Safari!
A discussion forum on the ad: http://www.discusstv.com/forums/lofiversion/index.php/t8168.html
