You must surely have come across the recent Airtel TVC from across the border, chanting ‘Jo Mera Hai Wo Tera Hai’ (What’s mine is yours). Infectious as it is, it inadvertently brought to my mind another TVC from earlier this year, this time home-grown: the Dosti Ke Rung campaign by Warid Glow.
What’s interesting is the very similar nature, target group, and overall feel of both the commercials.
Airtel ‘jo mera hai wo tera hai, Jo tera hai wo mera TVC from The Desi Design on Vimeo.
Glow – Dosti Ke Rung (Official) from The Desi Design on Vimeo.
Despite the uncanny similarities, why is it that one ad appeals so much to its desired audience, is more like a short dose of silly entertainment and goes viral effortlessly, while the other one feels stilted and superficial? Or simply, why does one work and the other doesn’t?
Let’s hear it in the comments!
On an unrelated note, product placement in frikkin commercials! Notice quite a few Samsung devices in the Airtel ad?! 😮
I thought the Dosti Ke rung’s jingle was better than the airtel’s.
The dosti k rung campaign sounds superficial and is a drag because all it shows is a group of people prancing around silly. That is definitely not what happens in real life. The ‘friendships’ in the ad seem almost forced.
The airtel however appears effortless and shows the real pranks pulled by friends. The singing and dancing in the ad are not synchronized (as in the glow ad) making it seem more real.
you summed up my thoughts perfectly!
Dosti ke rung doesnt have any insight backing it at all while just one viewing of the Airtel campaign leaves you with a smile on your face because you keep thinking ‘omg that’s so totally me/my friends!’- it’s completely insight driven.
Btw i do like the new Teen ka Tarka ad by Warid Glow, it’s fun and a little different from all the other noisy, obnoxious attempts this brand has made recently.
Seee Najwat? I really do love Desi Design :p
Yes, the Teen ka Tarka was actually interesting, but knowing Glow, I will be surprised if they are consistent and stick to a good approach.
And this instant reply proves that The Desi Design loves you back! 😛
I love what you guys are usually up too. This type of clever work and coverage!
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