TVC: ICICIdirect.com - Mega Moves
By: Dentsu Communications As a lady is taking pictures of the gateway of india in Mumbai, she notices huge airborne vehicles carrying an industrial unit. It then becomes apparent that the futuristic transporters are lifting and Shifting factories, refineries, windmills, commercial buildings and even the Bombay stock exchange out of the city. As the giants move toward an out-of-town spot, the voice over begins about what it takes To put the best investment choices at your doorstep. The film ends with a man with the trading portal on his laptop smiling at the arrivals. Do we like ? Wear your seat belts, we have some mighty visitors coming over. Interestingly, they’re not coming from where you might have expected them from — cola planet or the automobile galaxy; but this Armageddon-styled machines taking over Mumbai are funded by a website that helps you invest and trade in stocks. Let us explain. ICICI, the second-largest bank in India comes with the baggage of Amitabh Bachchan doing namaskar in a kurta, of happy fathers insuring their daughters et al. But the product being sold here isn’t for everyone — a portal that’s the intermediary between you and the Bombay Stock Exchange, but offers expertise and hitech value-adds in the process. Despite the portal’s ‘2.7 million customers’, a makeover was needed and ‘mega moves’ delivered just that and more. ‘Wow, seriously?’ is one emotion that hits the viewer through this 45-seconder, because truth be told, we haven’t seen such slick computer graphics and GFX in an Indian ad film before. The mega-machines carrying various buildings are stunning, the execution is breathtaking, and despite a couple of cliché shots we’ve seen in a dozen Hollywood films before, the ‘hugeness’ of the ad stays. To talk about scale, there is no better way than this. The post-production of this film may have been done in Poland, but the mega move of spending big to surprise the Indian investor is a great investment on the part of ICICI. Unfortunately, we also went ‘wow, seriously?’ as it dawned that this enormous effort is for a broking portal. We’ve not seen stuff like this before, especially from a banking brand, so that will take a while to settle in. Also, the voice over talks of slick technology, but the lay investor with little IQ but big investing power might need some simpler explaining after this. This is a mega move and a half for an ad-scape which invests mostly in big names and/or animations. Afterthought: Can the building shifting powers also lift the Ambanis’ asymmetrical Antilia out of the city? To watch this film, feed this easy-link into your browser: Vimeo.com/79661661 SOCIAL NEWSFEED JP Morgan tweet chat with veteran banker tastes trolls There are ironies and there are their mothers. JP Morgan, the American financial services giant, which was an underwriter of Twitter’s recent IPO, got a bitter taste of its just-delivered baby when it decided to organise a Q&A with a veteran investment banker. This experiment with social media marketing was supposed to ‘answer your questions on leadership and life’ and hence build engagement… but the questions that began pouring in before the scheduled event set JPM on the backfoot . ‘Is it true that while you don’t always spit on poor people, when you do, you have the perfect aim?’ was one, another was about the bank’s alleged wrongdoings in electric energy trading… and even another which asked if the said expert thought it was ‘ok to outright lie, cheat and steal.’ The tweet chat was subsequently called off and the spokesman later said ‘Bad idea! Back to the drawing board!’ HSBC likes this Sponsored tweets now targeted at TV conversations It seems our little birdie is picking up flight rather quickly now after breaking out of the private limited area. After we reported last fortnight that Twitter is pumping up visually striking promoted tweets and making more space on the timeline, we now hear of an intriguing plan to tap advertisers of TV series and shows. Last week it launched ‘TV conversation targeting’, i.e. a new feature that lets brands and networks promote tweets only to users talking about specific shows. For instance, a brand associated with Mumbai Indians can infiltrate the tweet conversations happening during their game. Interestingly, this being a level playing field for competitors, a riva l brand of the one whose telly ads are on can attempt to create a parallel discussion online! Let’s just say, the online advertising scene is going to get much more interesting. Dexter fans like this Bob Dylan video an interactive masterpiece While sifting through the video trends for you this week we hit upon something that truly is innovative in its true sense. A digital agency called Interlude has created the official video of Bob Dylan’s 1965 classic ‘Like A Rolling Stone’ (dubbed the greatest song of all time) with a variety of TV personalities lip-syncing the lyrics. The peg here is, this internet-only is interactive — by allowing viewers to ‘flip’ channels while watching the video. So while it begins with theT he Price Is Right anchor singing, one can keep flipping (pun intended) to find a tennis player , a cartoon character, a business news anchor and 12 other typical characters ‘singing’ the same song. It’s the most fabulous thing going viral right now, and might (okay , should!) be the future of music videos! Bob Dylan likes this
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