Through the lookers’ eyes: 5 societal trends that IPL ads want us to know

This IPL has been an ad fest. All this while, ads were shown only between overs, drinks breaks and when wickets fell. This time, they’re playing them in between deliveries (took a great deal of self control to refrain from using the word balls); and not just as the fast bowler walks back to take his run-up, even the spinners are not spared. So for the viewers, it’s not just the flurry of ads that is irksome, it’s the fact that most of these ads are pathetic means that one needs a greater degree of tolerance to put up with them. Watch the Tata Docomo ad, where the guy dumps his girlfriend and walks out with this other chik, if you aren’t convinced. Here’s an open appeal to Mr. Ratan Tata to fire the ad agency, and the VP of marketing of Tata Docomo. Shoddy stuff. The Zoozoo ads too are average at best.

But like Sherlock says in the movie, one can still make order out of chaos. I’ve tried to capture some of the emerging trends in the market place that advertisers are seeing this IPL time and playing to the tunes accordingly.

1) A bit of Tiger for everyone: Aircel started the ‘There are only 1411 left’ campaign, and several folks are now jumping on this boat. A couple of the Vodafone’s zoozoo ads feature the zoozoos’ accidental misadventures with the wild cat. Though not directly featuring the tiger, one of Airtel’s direct cable connection ads shows a cheetah running across and encourages people to watch wild life shows on TV.

2) Nimboo pani: Summer is about to set in, and it’s time for the soft drink makers to up the campaigns. But there are visibly three companies pitching for consumers to drink lemon flavored soft drinks. My guess is that lemon drinks don’t enjoy a high market share in India. And with the colas coming under fire every now and then, companies are looking to back themselves up by creating a larger market for nimbu paani. Minute Maid, Nimbuuuz and 7UP Lemon are at it, with the first two showcasing their product as being no different from freshly cut lime mixed in water.

3) AC for India: Keeping with the theme of summer, this is the perfect time for fan and air conditioner companies to get to work. Havells is excited like never before about its fans and safe-switches for hand held air dryers. But what interested me more were the air-conditioners. Amongst others, Samsung, Voltas and Godrej have been repetitively screening their ads with a heavy emphasis on the fact that their ACs are ‘made for India’. The reason ACs haven’t penetrated household markets in India is primarily due to the fear people have of a high electricity bill that might result therefore. So most people who would like to have an AC at home never buy one due to this fear. If you look at these three ads again, it’s not surprising to find that the central idea is that of ACs that consume less power.

4) Mobile phones for rural markets: It was only after reading a story in last month’s edition of Forbes could I understand the cause for the sudden influx of small time mobile phone makers challenging the Nokias, Sonys and Samsungs. Have you ever stopped and wondered the same thing? Until a few months back who had even heard of mobile phones from Micromax, Maxx, Lemon, Lava, Inq, Spice and Videocon? As much as we see mobile communication all around us, a great part of the rural market still remains untouched. The same is true for dual-sim mobiles for urban crowds. My guess is that most of these new players want a share of both these pies. This has really woken up the established players to start looking at their options. Understand the Samsung Guru mobile ad featuring Aamir Khan from this perspective, and it should make sense.

5) Gojiyo.com: A last observation is the launch of Godrej’s virtual reality portal gojiyo.com. The advertisement displays two subtle yet remarkable trends in the economy. Number one, the Indian youth is ready to accept or at least try a hand at virtual reality; something that Second Life despite all its success in the west could not make a dent in the Indian market. A name like Second Life is very niche, compared to a more mass appealing name like gojiyo. The second observation, in my opinion is to be considered with more weight than the first. It basically says that you still need to advertise a website on television. Since the internet penetration in India in still low, companies still need to go to the television crowds to preview a teaser of their websites. This shouldn’t really come as a surprise if you also observed that the number of ads for television sets is noticeably high this IPL.

This article is not an ad feature, and opinions mentioned here are solely mine. Brand names have been taken out of free-will, and I have kept away from providing back-links to any of them.

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