Radio Mirchi’s new ad campaign telling the story of an exasperated old Rudali has won a lot of hearts. The brilliant acting and the twist in the story makes it likeable, says Arun Iyer, CCO, Lowe Lintas reviewing the ad in ‘From Logo to IMPACT’
Reviewing the recent ad campaign of Radio Mirchi in Episode 37 of ‘From Logo to IMPACT’, on Bloomberg TV India, Arun Iyer, CCO, Lowe Lintas says, “I quite enjoyed the Radio Mirchi Rudali ad. I think it’s quite funny. I have known the idea of Radio Mirchi that is ‘Mirchi sunne wale always khush’ but I like the twist they gave to it.”
Iyer adds that while Rudali as a theme is not really an entirely new image in Indian advertising, the Radio Mirchi ad used it in a completely different way. “Rudali’s have been used in ads in the past. We have done it before for the Camlin permanent markers ad and we had used Rudalis in a very different context there. I liked the way this ad was crafted. They had fun with it and you can make it out.”
Talking about what made the ad click, Iyer says, “The casting of the old woman in the ad is fantastic. She has done a brilliant job in the ad. I also liked a lot of the nuances. In the ad, the old lady pretends to be dead to get the Rudalis to cry and they indeed cry well. Those are small touches and a lot of those small touches have added up and made that ad quite interesting. I would say for a radio channel, it is a fun ad. Overall, it is a nice piece of work.”
About the campaign
Radio Mirchi has come up with a new TVC after nine years and the industry feels they have made a good comeback. The latest ad featuring Rudalis or official mourners from Rajasthan introduces us to the head rudali who has a group of four junior rudalis. But the eldest of the team narrates her woes saying that the younger generation has forgotten how to cry. She reminisces about the time when her crying would win her accolades from the kings and earn her a lot of respect and gifts. She tries a lot of different methods, including giving them lectures and presentations about how to cry, beating them, making them watch tear-jerker movies and pretending to die, in an attempt to extract real tears from the girls. However, all her attempts fail miserably, with the young girls not being able to control their giggles. She starts losing business and with that lose all hopes. When the girls see the old lady sit dejected, they go up to her with their phones and say that Radio Mirchi is responsible for all their troubles. The girls ask the lady to listen to the music and we see her smiling for the first time in the ad. The TVC ends with all of them dancing happily to a popular Bollywood number sending its message to the audience – Mirchi sunne wale always khush.
About the Show
Each week, the half-hour show ‘From Logo to IMPACT’, co- produced by exchange4media and Bloomberg TV India, brings together top CMOs, ad gurus and agency heads to provide an in-depth analysis of the hottest trends and news in the ad-media-marketing space. Its focus is on the new age economy and new entrants in the advertising space. The show is aired on Bloomberg TV India at 10.30 pm every Wednesday, with repeat telecasts at noon on Saturday and 6.00 pm on Sunday.
