Although a television commercial might not influence the buying decision while purchasing something as expensive as a car, what it can do is, draw potential customers to the dealership and that is half the battle won right there. Ad films have the potential to deliver a message within few seconds. Several advertisements are released and forgotten with time, but there are few which are remembered even after several years. We compile a list of a few advertisements which managed to stay in our memories even after long being released.
BAJAJ PULSAR 200 DTSi:
This campaign actually broke the inhibitions of many manufacturers to show stunts in advertisements. The theme depicted two bikers performing stunts on their Bajaj Pulsar 200cc motorcycles to evade traffic. This advertisement gained immense popularity among youngsters and resulted into tremendous sales of the Pulsar bike.
MARUTI SUZUKI: FUEL EFFICIENT CARS OF INDIA
Maruti Suzuki’s television commercials have more often than not been an reflection of their brand identity. Over the years, the brand has come to be known for its efficient engine and in this commercial that aspect has been emphasised on. A young Sikh kid ‘drives’ a toy car around the house, in school, in a fish tank making that typical ‘vroom’ and ‘honk’ sound. Until finally his father asks him to stop, and the kid says ‘Papa Ki kara, petrol Khatam hi Nahi hounda’. This ad set the foundation stone thanks to which Maruti Suzuki cars came to be known as ‘India’s most fuel efficient cars’. A special mention must be made here for the ‘kitna deti hai’ and the Maruti brand service campaign.
BAJAJ CHETAK: HAMARA BAJAJ
We could not resist ourselves from making a special mention for the Bajaj Chetak commercial released in 1989. This commercial which had the jingle ‘Hamara Bajaj’ was very catchy and hence gained popularity in its time. The storyline depicted the young and the old generation throughout India using the Bajaj scooter.
TATA SAFARI DICOR: RECLAIM YOUR LIFE
For a car television commercial to be effective, it must emphasise it's true DNA, and that was something that Tata did well in their Safari Dicor commercial. The commercial shows corporate employees talking about their aspirations in life. Some talk about, chasing the rains, while other speak of swimming with the whales or quitting on Mondays, with soulful soft music for company. With the tag line flashing on screen, the music then paces up accompanied by some brilliant off-reading action of the Safari Dicor, showing that the car is just the kind of adventure these corporate gurus have been looking for.
HERO MOTOCORP: FUTURE
This advertisement was released in 2011 after long-time business partners Hero and Honda parted their ways. The jingle of this advertisement was composed and sung by AR Rahman. The ad film depicted the theme that every Indian was a ‘Hero’ and could achieve success with sheer determination.
FIAT LINEA: ADMIRATION GUARENTEED
Sometimes a simple though can be executed rather well in the form of an ad, and the first generation Fiat Linea commercial was just that. The ad shows the way how we are all kids at heart and admire different things as we grow. A father pulls his son away from every toy show which he stops to admire but when the father passes by the Fiat dealership, he is awestruck with admiration of the new Linea. The ad’s simple concept and pleasant music ensured that the ad gave a strong message.
HONDA MOTORCYCLES & SCOOTERS:
This advertisement released in 2014 caught instant attention of the Indian audience. The advertisement depicted sky-divers forming wing-shaped logo of the Honda in the sky with the jingle ‘Dekho Dekhe Yeh Zamana’ running as the background score.
MAHINDRA: LIVE YOUNG, LIVE FREE
Some commercials just hit the right note mainly because the product is shown in its element. The Mahindra Brand commercial is one such example. The ad shows all theSUV offerings of Mahindra going off the road through rough patches and hills, to far off camping sites. It is not just a visual treat but the jingle ‘live free, live young’ is a catchy tune as well.
YAMAHA RAY:
This campaign was released in 2012 and showed popular Indian actress Deepika Padukone riding the Yamaha Ray through a town. Yamaha, through this campaign urged the young Indian girls to explore the world with the new ‘Ray’ as its companion.
MERCEDES BENZ CLA A45 AMG: AH MY GOD
Not many television commercials have a lasting impact by using text form. But the creative minds behind the Mercedes-Benz CLA45 commercial know just how to use it. The ad commences with questions like ‘when was the last time you felt something you couldn't describe in words?’ And then leads to show how Mercedes had to come up with a term to describe the emotion and experience of driving their car. Ah my God, it is indeed one of the better car commercials we have seen off late.
SUZUKI SAMURAI:
The ‘No Problem’ bike as it was popularised by Suzuki became widely popular because of its funny concept. The storyline depicted a young Indian man asking questions about the power, pick up and mileage of this bike to a Japanese man who replies by saying ‘No Problem’ to each of his questions. The young Indian then requests the latter to let him take the bike for a quick spin, presuming him to be its owner, to which the Japanese again replies by saying ‘No Problem’. The Indian man then takes the bike for a spin, only to leave the actual owner not the Japanese to chase him down.
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