When I think of worst television commercials, I refer to those I cannot stand for a minute! I rather escape to another channel; even a scene from Ekta Kapoor serial appears less irksome at that moment.
People have their own liking and disliking based on their set of parameters. The question is, what are my parameters based on which I categorize the commercials as worst? I decide on the quality of an ad and mark it as BAD, WORSE OR WORST, based on the following aspects;
· Stupid concept: When the ad fails to convey creative and rational value.
· Misuse of resources: Using good location, cast for foolish presentation.
· No recall value: When the ad does not register on the viewers’ mind
· Negative image building: BAD ads that leave negative impression of the brand itself, most of the times, the fault is of misuse of resources.
Here is the list of worst advertisements from me:
1. Kya aap ke toothbrush mein Namakh hai?: Colgate
Stupid concept: Does it denote the mushrooming news channel’s stupid way of reporting and journalism?
2. Sona-chandi khata to ho ja ta: Himani Sona Chandi Chavanprush
Misuse of resources: When SRK says ‘Sona-chandi khata to ho ja ta’, is that soothing to ears?
3. Its so hot, its so soft: Pepsi CafeChino
Misuse of resources+ Stupid concept: I don’t know how these hot babes managed to act so stupid in the stupid ad.
4. All ads of Harpic: YUCk! A big No-NO…can’t categorize it!
5. Sunny, the kid and Samosa: Lux Cosy
Stupid concept+ Negative image building: The wrong concept leaves negative impact.
6. Thanda Thanda Cool coool: Navrattan Tel
Misuse of resources: They use famous heroes, but turn them into a laughing stock.
7. Handsome hai…Centro wale hai….: Centro
Stupid concept+ Misuse of resources: Again SRK talking like a stupid!
8. Muh mein Rajnigandha, Kadmon mein Jahan: Rajnigandha
Stupid concept: Business tycoon and Miss Universe(or India) winning because they chew Rajnigandha! HUH!
9. Oye bubbly, oye bubbly, be my lover bubbly: Pepsi
Stupid concept+ Misuse of resources: Think and decide yourself!
10. A boy asks the viewer, “Bahoton ke man mein Pepsi ke bare mein sawaal hain…Kaun dega jawaab?”: Pepsi
Stupid concept+ Negative image building: The Chairman of Pepsico says Pespsi is safe; it’s obvious that the CEO will never say negative about his own product! Coke did a better job using public personalities speaking for them.
I don’t know how the makers of these ads conceptualized the idea, how they could be so dumb! Even if I think that they have created the ads to target particular audience, I am sure that these have not served their purpose. There are other ads in this list as well, like Fair n Lovely, Rupa Underwear, etc.but these have become tolerable with time and I had to give only 10 names so.:-(
By
Paromita Chakravorty