I thought I was the only one, but when I started seeing tweets from many others too, I felt better – I’m not alone.
I’m referring to Idea Cellular’s ‘Keep Cricket Clean’ campaign. The first TVC was all show with no meaning and that notion was perhaps retained by viewers while they were watching the 3 subsequent ads featuring Steve Waugh, Arjuna Ranatunga and Kapil Dev.
‘Keep Cricket Clean’ introduction TVC.
Let me answer this only from my point of view – I saw those 3 ads literally waiting for the ‘No Idea, Get Idea’ hook and in the process did not pay enough attention to what the journalist was asking those 3 players. I mean, I did hear what was being asked and what the players answered, but never connected that with the idea (!) of ‘Keep cricket clean’.
But it did not make any sense to me – how can a brand like Idea Cellular not have enough meat about ‘Keep Cricket Clean’, the message that they announced with 6 cricketing legends in the new campaign featuring one of them? I trawled Twitter to see if I’m alone. I was not alone!! There were others asking similar questions.
@bijeshcnair Bijesh chandran
How idea is going to keep cricket clean…i dint get any idea…
shyams Shyam Suyambu
Wtf is this “Idea to keep cricket clean” advertisement all about?
The fact that the journalist was asking questions that could potentially lead to match-fixing charges and the kind of response the former captains offered was indeed the crux of these TVCs.
Here’s the actual dialog between the journalist and the cricketers.
Journalist: If a stranger approaches a player and starts fishing for some pitch information, what would you advise him to say sir?
Steve Waugh: I’d advise him to say ‘no idea’ and that person would get the message.
Journalist: If a captain gets a call asking him what would he do if he won the toss, then what should his response be?
Arjuna Ranatunga: Simpal (Oh well, Simple!), he should say no idea.
Journalist: If a stranger asks a bowler suspiciously on which delivery will be a no ball, what do you think he should say?
Kapil Dev: He should say no idea.
But, in an effort to tie it back to their ‘No Idea, Get Idea’ hook, Idea Cellular perhaps trivialized the former captains’ response into a simple, ‘No idea’. And in a way, however much you hate the earlier TVCs featuring Abhishek Bachchan where he hammered the ‘Get Idea’ hook like there’s no tomorrow, there was no escaping that earlier campaign. So, you naturally started expecting that in these TVCs too. When I got it at the end of these 3 ads, I conveniently ignored what came before it – the crux of the new campaign’s message – and retained just the already-familiar hook, that was again packaged with the familiar premise, places – basement, elevator and moving train – where mobile signal is usually weaker.
It may also be a factor of the alleged importance given to the match-fixing related question vis-Ã -vis the weak-signal facade.
In the Kapil Dev TVC, the former gets 10 seconds, while the elevator-based ‘Get Idea’ segment gets 22 seconds. In the TVC featuring Steve Waugh, the former gets 13 seconds, while the ‘Get Idea’ part gets 19 seconds. In the Arjuna Ranatunga spot, it’s even worse – the Q&A gets just about 9 seconds and the rest of 23 seconds go into the drama of selling Idea through their familiar hook.
So, did the agency load too many things into one TVC campaign, is my first question? Was it prudent to add a new message that meant something big/topical (keeping cricket clean) into a capsule that had the already familiar ‘Get Idea’ hook?
Secondly, was the time allocation right? It’s a 30 second ad and having an extremely familiar idea (damn it – that word again!) dominate that time may possibly lead to people completely missing the crux of the new campaign that gets a small portion of the ad.
Perhaps some advertising agency veterans/folks could explore this.