Avijit Ghosh of The Times of India gave the film 3 stars out of 5, and said, "Try to wipe out the movie's earlier version from your mind. You might find it more enjoyable."[83] Sukanya Verma of Rediff gave it 3 out of 5, while commenting, "Agneepath, less of a remake, more of a tribute. The makers of Agneepath should have just called it Dharmapath."[84] Kunal Guha of Yahoo.com gave the film 3 out of 5 stars, saying that, "The biggest dilemma of remaking a movie is how much to retain and what to retain. If the new story takes violent shifts, you lose the audience who came to revisit the original. If you photocopy scene-by-scene, you risk failing to connect with the audience who is accustomed to present sensibilities. The only safe bet: a 'khichdi' of the past and the present, like this one."[85]Mayank Shekhar of Hindustan Times gave the film 3 out of 5 stars while remarking, "This is the kind of genuine theatre experience, now getting rare, which remains most precious in the life of a film-goer. Reason can take over later. I had a ball!"[61] Sonia Chopra of Sify gave it 3 out of 5, and mentioned, "Debut director Karan Malhotra shows great promise in making the film visually arresting and maintaining the consistency of performances. But remaking a cult film means you have big shoes to fill. If you're a loyalist of the late Mukul Anand's Agneepath, you're likely to have reservations with this one. But if you leave the comparisons aside and are willing to forgive the faults, Agneepath is worth a watch essentially to savor Hrithik's performance."[86] Rajeev Masand of CNN-IBN gave Agneepath 3 out of 5 and said, "It is in the end, an old-fashioned revenge drama treated in that melodramatic, over-the-top style. You're not likely to be bored by the intense action and the solid performances, but prepare to be exhausted by just how long this film plays on."[60]
Last year, almost every member of an average Indian household that could afford a television and a satellite connection saw the inimitable adult-like kids of online store Flipkart. Obviously, a large section of these people do not shop online for various reasons and some do not even get four hours of uninterrupted power supply in a day. While this is a rare instance of an online brand creating buzz offline, a number of e-commerce brands who earlier made television ads just for the heck of it are now trying to replicate the same success for themselves. And why not According to global internet market research firm comScore, nearly 60% of online users in India visited a retail site in November 2011, with the number of online shoppers increasing 18 per cent over 2010. The study also revealed that in November 2011, 27.2 million internet users accessed online retail websites, compared to 23 million during the same period last year. The users were aged 15 years and older, and accessed the sites from computers at home or work. Coupons sites are the biggest, with 7.6 million visitors and a reach of 16.5% of the total online population. Sites such as Snapdeal.com and Mydala.com lead the coupons category. Consumer electronics rank next, with 7.1 million visitors, and show a growth of 12% over the previous year. Nitin Khanapurkar, partner, management consulting, KPMG says, We are a price sensitive country and people are still not very comfortable transacting online. Mobile as a point of access can fuel the growth of e-commerce in India. Also, if made available with the support of RBI, the option of e-cash will add to this growth. Says Kartik Iyer, CEO, Happy Creative Services, I am not sure if e-commerce itself is fully developed to its full potential in the country. I say this more in terms of the fact that people are still getting used to the facts about how it works and are still overcoming the 'fears' associated with it. As a new category I guess e-commerce faces the classic situation of educating consumers while still trying to drive individuality and brand preference to them. While websites dealing in classifieds, matrimony, and travel portals have been advertising for many years, the daily deals websites have taken to TV advertising seriously over the past one year. Last year, besides Flipkart, online stores Yebhi and Myntra launched their TV commercials. Niche players like Bigrock and Policybazaar also took to advertising on television. An adman may say how theres no set formula that can ensure the success of television ads in any particular category. So far, most of the e-commerce ads have worked by tickling the funny bone of the viewers and it may not be wrong to call this media of advertising a must have. Be it the cult of Hari Sadu, Makemytrips Memories Unlimited campaign or the desperate father looking for a groom for his daughter in the Jeevansaathi ad.Studies time and again have proved that humour has the best impact on the audience (besides tear-jerkers in India). Hence I wont go so far to say that it has become a permanent ingredient in e-commerce ads. But if there are people who feel the opposite, I dont see any issues. Humour done well, always does well, adds Iyer.At the same time, some players choose not to follow the herd. For instance, Mydala, one of the leading daily deals websites has stayed away from doing a TV ad. We dont want to spend money where we cannot revert to our customers. We strive to create the right user experience by focusing on mobile and providing a personalised interface, says Anisha Singh, founder, Mydala. 2011 was also the year when new categories were entered by daily deals websites. For instance, Snapdeal and Mydala now have movie tickets on discounts. While Snapdeal has a tie-up with PVR, Mydala is working with Cinemax and Fun Cinemas. Besides giving attractive discounts on movie tickets for which one usually has to pay a premium, these websites also contribute to movie marketing. For instance, Mydala hosted a ladies night out before the release of Ladies v/s Ricky Behl and created contests on Facebook and Twitter for Agneepath . Most of these initiatives are taken up a few weeks before the release of the film.Industry insiders observe that numbers can be deceptive and not the perfect way of getting the right valuation for new players. Some even call e-commerce start-ups an over-hyped phenomena and many blame the rosy ad films for doing so. In fact, one cannot deny how internet and credit card penetration - the main drivers of growth in e-commerce - is still low in India. While that calls for a separate debate, in this issue of BrandWagon, we analyse the quality of communication in this space by studying the latest ads of e-commerce companies.The new marketplaceCompany: Olx Campaign: Yaha sab kuch bikta hai Creative Agency: Saatchi & Saatchiw The Campaign: Online classifieds player Olx has recently come up with two new films titled Baby cot and Grandfather. The first film opens with a man telling his elder brother to make some room for the requirements of his newly born nephew. The elder brother responds by asking his sibling to do the same as he has become an uncle. The younger brother reacts instantly by logging onto Olx to sell some old furniture in the room and replace them with items for the baby boy. In fact, he is able to make a net savings of Rs 15,000 and gets a nod from the infant for closing the deal. The next film is shot on a traffic signal where a luxury car driven by a young woman halts next to an old, ramshackle car carrying four male members of a family. The two young men sitting at the back feel embarrassed and ask the grandfather if they can sell the car. The grandpa gets emotional about the significance of the old car for him and rejects the idea. His son asks the grandchildren if theres any interesting offer on Olx. To this, one of the two young men tells about an offer for Rs 65,500. Lured by the attractive offer, the grandpa decides to sell his beloved old car. w Brand Speak: Says Amarjit Batra, country head, OLX. Our brand has initially grown via word of mouth and users stumbling upon our website through search engines. Since the last 12-18 months, we have stepped up advertising (both online and offline), as we are now increasing our reach to deliver our value proposition to a larger audience across India. Our marketing strategy is to use a Hindi tagline that is helping us connect with the masses who truly need the Olx platform as it is free for them to use. Having classifieds in local Indian languages and free mobile app for all mobile operating systems is taking Olx to a large and growing population of consumers who are not comfortable with English and do not use or have access to internet through PCs, he adds.w Our Take : The two ads are an addition to the films aired in June last year by the brand with the tagline Yaha sab kuch bikta hai. While humour remains a key element of the script, the brand has taken forward the stories of the two young boys and made grandpa a neglected target group part of its communication effectively. The brand has taken care of all the age groups and generations by projecting itself a choice of one and all. However, the absence of women as Olx users in all the commercials is glaring and is an area that the brand and its agency must turn their attention to. Also, the execution of the creative thought is a little predictable as viewers know that they will hear the reluctant character saying bech de by the end of each film. Never Say DieCompany: SnapdealCampaign: You live only once Creative Agency:Draft FCB+Ulka w The Campaign: The leading player in Indias daily deals space has recently come up with a series of new ads with the tagline You live only once. Yamdude, the central character in all the films whos enamored by the range of earthly experiences made easy with Snapdeal, is based loosely on the god of death, Yama, in Hindu mythology. The first film titled Sky-diving is set in the skies with Yamdude appearing in front of a man whose parachute is not opening up. The man pulls out his Snapdeal vouchers and regrets how they will go waste after his death. Yamdude snatches away the vouchers and lets the man live by opening his parachute. Next, he is seen enjoying services at restaurants, salons and shopping malls. The second film titled Hospital has an old man breathing his last in the ICU. His son along with a lawyer is waiting for the man to die and gives impatient looks to Yamdude whos also waiting for the right time. A delivery boy shows up on the door with a lot of boxes full of accessories, perfumes, mobile phones, etc. After using all the products, the Yamdude makes a hasty exit, postponing the death of the old man until next year. Titled Hell, the third film opens in the corridor of a hotel with a delivery man figuring out Yamdudes room. He knocks on a door. As Yamdude opens the door, the delivery boy is shocked at the sight of a burning hell inside the room. He hands over the box hastily and as he takes cash in return, the delivery man says nice costume to the Yamdude. Yamdude asks the man to be careful while crossing the road. The last film shows a hungry Yamdude on the job whose attempt to take away the lives of a few walkers has been sabotaged. He takes a break by logging onto Snapdeal.com for deals on restaurants. All the films end with the Yamdude announcing You live only once. w Brand Speak: Says Kunal Bahl, founder and CEO, Snapdeal.com, We try and communicate our positioning through advertising which is not the only way of doing it, but an important component of creating that perception. We will be investing in advertising on a regular basis, but will be very mindful of the objective of the campaign and also the return on investment from it. w Our Take: As the number one daily deals website in India, Snapdeal did not get its communication right in its first TV commercial launched in early 2011. The ad just explained how its a destination to get great discounts on various services without creating a distinct positioning. But the brand seems to have made up for the loss with the latest campaign. The campaign effectively focuses on the functional benefits of cash on delivery and the convenience of finding great deals at places all over India. The funny portrait of lord Yama whos a giver rather than a cold hearted taker of life manages to capture the viewers attention in all the films. The idea, You live only once has been executed with finesse and consistency in all the films. Will be interesting to see how Snapdeal will build on its communication alongside its expansion in the future. One Up On The Boss Company: NaukriCampaign: Your boss will hate it Creative Agency: DraftFCB+Ulka w The Campaign: For the first time, Naukri has launched not one but three commercials titled Golf, Whistle and Blast. The first film opens inside the cabin where the boss is trying to play golf. Instead of a ball, he puts his employees mobile phone on the floor and throws it out of the window with a single shot of his stick. The employee enters the cabin at the last moment only to silently mourn his loss. In the next two films, the employees mobile phone is destroyed with more brutality. While in the film titled Whistle the boss snatches away his phone with the help of two rugby players, in Blast he puts the handset in a microwave until it explodes. w Brand Speak: Sumeet Singh, vice-president marketing and corporate communication, Naukri recalls how the company started job alerts SMS service in 2005 which was an instant hit. The company did not have to do a lot of research to come up with the new positioning. Job portals are blocked in most of the offices and more than 70% of internet usage takes place in office hours. And so mobile becomes a crucial access point offering confidentiality and ease. Also, the penetration of smartphones has been increasing significantly in India. While on TV we will focus on English channels, in terms of digital there will be an online campaign and engagement on our Facebook page, she adds. w Our Take : The new set of films introduces Naukris job search on mobile. This mobile app and site will allow jobseekers to search and apply for jobs right from their cellphones even while theyre on the move. The new ads effectively display the frustration of the boss in many ways towards the medium which allows his employee to seek better opportunities. Interestingly, unlike the older ads of the brand, the new films have an international look and feel. The jingle compliments the script and accentuates the absurdity of various attempts of destroying the hero of the story the mobile. Over the years, the brand has successfully managed to tell a new story with each new commercial starting from the famous Hari Sadu film to the Jobs are back ad launched after the 2008 recession. Naukris new ads are a perfect example of actions speaking louder than words. All That Jazz w The Campaign: Online fashion retailer Myntra launched a TV commercial towards the end of last year to promote its autumn/winter collection. Titled Ramp it up, the ad showed a group of young men and women (dressed in trendy outfits) doing a ramp walk. Interestingly, all this display of style is not happening at a fashion show but in places where one goes on a daily basis like a parking lot, a bridge, a grocery store, college corridors, etc. w Brand Speak: According to Ashutosh Lawania, co-founder and head of sales, Myntra.com, in an already crowded market, a brand's success or failure depends on how well brand owners understand and convey the brands essence and promise. Customers care about what a brand represents to them on the highest emotional level. Apart from physical properties and functional benefits, there is a need to connect at an emotional level. Our first campaign was to introduce and launch Myntra as an online destination for fashion and lifestyle merchandise. The second ad heightens the fashion quotient, he says. Digital is a very important channel for us and the focus there is transaction. It is very metric driven. We invest heavily in search, affiliate marketing, display ads and social media properties such as Facebook. The e-commerce industry is still in a nascent and experiential stage. The current challenge for any e-commerce player is to educate consumers about advantages of online shopping. Hence, we will continue to invest in advertising across strategic markets and channels, he adds. w Our Take : Prior to this ad, Myntra had launched its first TV commercial called Where fashion comes together. Similar to the previous film, the latest ad is also replete with young men and women and has a catchy number to listen to. However, theres not much of insight in the ad. In fact, the company is more innovative on the viral front. Last year, a viral based on the Mahabharata was launched which gained popularity and high recall for the brand. The company plans to do more virals this year as a low-cost awareness tool. if ( fe_check_is_mobile() == true ) jQuery("googletag.cmd.push(function() googletag.display('div-gpt-ad-1435909828675-0'); );").insertAfter(".runningtext p:eq(1)"); create_vuukle_platform('2e5a47ef-15f6-4eec-a685-65a6d0ed00d0', '908857', 0, 'archive', 'Web spins its magic on TV - The Financial Express'); if( false == fe_check_is_mobile() ) document.write(''); else document.write('');var addthis_config = "data_track_addressbar":false;var addthis_share = "passthrough": "facebook": "app_id": 1672404616366149, "redirect_uri": "https:\/\/www.financialexpress.com\/archive\/web-spins-its-magic-on-tv\/908857\/?fe_share=fb" , "twitter": "via": "FinancialXpress" ;googletag.cmd.push(function() googletag.display('div-gpt-ad-1467717901670-0'); );googletag.cmd.push(function() googletag.display('div-gpt-ad-1467717901670-7'); );Tweets by FinancialXpress googletag.cmd.push(function() googletag.display('div-gpt-ad-1467717901670-2'); );googletag.cmd.push(function() googletag.display('div-gpt-ad-1467717901670-3'); );googletag.cmd.push(function() googletag.display('div-gpt-ad-1467717901670-8'); );googletag.cmd.push(function() googletag.display('div-gpt-ad-1467717901670-9'); );
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