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Bad ad days

Ad gurus pick top three worst commercials currently on TV.

entertainment Updated: Mar 31, 2010 16:44 IST
Sujata Reddy

The Internet is flooded with comments on Akshay Kumar’s new ad for a newly launched mobile brand, Micromax. While some find it plain disgusting, others say that the ad doesn’t work for the brand. Ad guru Prahlad Kakkar says that Akshay Kumar overshadows the product itself. “It’s a new brand. And all the viewers remember about the advertisement is Akshay’s disgusting laughter. Not many remember what the ad was for either,” retorts Kakkar, who hopes that the Khiladi doesn’t extend this “moronic image to his films as well”.

The cement girl
Kakkar is not too kind to the JK Super Cement commercial either. The ad has a girl with hourglass curves emerging out of water, dressed in a red swimsuit.
The slogan goes like this: “Vishwaas hai, ismein kuch khaas hai” (We trust that there is something special in this).

Kakkar says, this advertisement, where nothing is said about the cement in question and only claims that the cement will be as good as the girl, is a simple case of notorious advertising. “It is deliberate. The makers probably assume that the consumer is an idiot who only thinks with his d**k. The saddest part is that the girl, who is supposed to be the backbone of the ad, is not even half as desirable as they are making her out to be,” he rues.

Irresponsible
Kakkar’s third pick is also an ad for Micromax itself. One of the brand’s earliest ads shows a guy absent-mindedly typing away on his mobile phone while crossing the street.

The boy finally gets run over by a vehicle. The ad ends with an apology, but not before they say that their product is so irresistible. The grouse here is that the makers, in a way, try to make meeting with an accident due to negligence also look cool.

“I didn’t even know what the ad was about, till I saw it a couple of times. Initially, I thought it was for an insurance company, given that the kid gets run over by a vehicle due to negligence,” laughs Kakkar.

Shoot scene
Santosh Desai, CEO, Future Brands, feels that the JK Super Cement ad is ridiculous but not as silly as Shah Rrukh Khan’s commercial for Hyundai i10. The commercial shows the superstar shooting a movie sequence. He is not able to deliver loving dialogues for his leading lady. He closes his eyes, imagines an i10 running wild on the roads and suddenly the actor is able to express his love for his heroine, except that in the end he goofs up again by saying, ‘I love you, i10’.

“I cannot comprehend the idea that the ad makers are trying to compare the family car to a beautiful woman,” says Desai.

His last pick is the Havells ‘Save energy, wash your sins’ ad, where a hangman feels so guilty about his job that he attempts at seeking redemption by using Havells electricity saving bulbs. “There’s absolutely no connection and the ad is completely beyond my understanding. Moreover, the ad is so depressing that you might have to shake the viewer out of it, and not in a good way really,” points out Desai.