Diwali is fast approaching, and the recent television commercials dedicated to it are helping spread the cheer. The Coca Cola ad has a bunch of youngsters placing diyas at all their favourite spots in their city including a bhoot bangla and a girls hostel. Big B and Mrs B make you smile with their antics in the Tanishq ad. The Cadbury ad where the neigbourhood ‘Dennis the menace’ (now a grown man) goes back with a box of sweets to apologise to the old man he troubled when he was a kid, is adorable. These are just a few of the many commercials that are getting all the attention.
Ad guru Prahlad Kakkar feels that Diwali is all about getting together with your family and having a blast. “Ads with a sentimental touch strike a chord, since everyone has beautiful emotions associated with this festival. The ads laced with humour work well with those who have been bombarded with all kinds of Diwali messages on TV. They combine humour and entertainment, given the festive mood.”
Subtle humour is a surefire hit in commercials. “The Flipkart ad with children in the role of a married couple discussing their Diwali shopping is very creative,” says model Pashmina Barker who likes ads with a twist.
Actor Santosh on the other hand loves commercials that tug at your heart strings. “I love the ads that Cadbury comes up with during festivals. The one with the grumpy boss and his obedient employee is my favourite. I also like the one where the erstwhile prankster makes up with the person he ‘terrorised’ as a child,” says Santosh.
The power of music in creating strong associations is undeniable. “Music helps you identify with a concept better. Everytime you hear the ‘Govinda Govinda’ chant, you automatically think of Amitabh with his teeka in Sarkar. The Frooti ad, which shows a family — grandparents, aunts, uncles, kids and all — crooning unitedly, plays up the musical element,” says Vasu Dixit, vocalist of Swarathma.