Horn Please...Ok ! Boldly written words on the backside of a truck reminded me to blow a horn ... but the last word ’’OK’’ kep blowing my mind for hours.
We all use this word ’’OK’’ since childhood even without knowing exact meaning of it.
OK’s vorigination : OK signifies All Correct ! I can trace down the origination of this word to the land of Kerala, God’s won cantri. This word must be born while a coconut farmer counting the coconuts written in books tallied them with the coconuts on his stall. The exclaimation after this successful tally resulted in one spontaneous yell ’’Oll Kaarekt’’ and the famous word ’’OK’’ was gifted to the mankind.
OK’s significance :
OK signifies all things at this end are perfect.
OK signifies confidence when used assertively.
OK followed by a question mark questions the ability of the person, intensity of situation.
OK used with a clinched facial expression suggests things are fine at my end and you get lost.
OK when O is started on a lower note and K ended with a high yell suggest Tarzan uttering Fineness of situation in jungle.
OK’s commercial significance :
My childhood memories remind me of one soap from Tata’s TOMCO (Later sold to HLL) was named as OK. The advertisement was a kinda funny ’’OK OK ..aaha Tata ka OK. Tata ka OK dhulai ka sabun. OK kapde dhonewala, OK jyada shaktiwala...OK OK aha Tata ka OK...ting ting ting !
OK’s penetration :
The popularity of this word can be known by its sheer presence all over the place, from offices to roads, from homes to schools, from parliaments to jails, this word is used for many situations.
Why this advertisement is OK !
Kuch meetha ho jaye :’’Amitabh Bachchan (The Germs-Free Ambassador of Cadburys) is shown as a Chocolate Grocer operating his shop close to a college. ’’Kuch meetha ho jaye’’ is what is he continuously uttering to signify the Dairy Milk chocolate is for all the people having sweet tooth. In short, its an alternate for any sweet available in the market. So it means one can have dairy milk chocolate instead of laddus, barfis to make muh meethha !
Muh mithha karna reminded me a memorable (Stop memory pills if u think this is memorable. U r overdosing the godamn pills !) scene from the movie Aap ki Kasam when the newly wed Rajesh Khanna leaves his home for his office and his wife Mumtaz says bye to him...But the naughty ( Ha ha ha) Kakajee asks Mumtaz for something sweet. She don’t understand what he exactly wants (How dumb !)....lekin aakhir me kakajee muh meetha kar leta hai...To kuch meetha ho jaye ! !
Next : Suddenly there is an influx of college students to AB’s shop asking for Dairy Milk. Surprisingly they leave without paying the bill. The reason for non-payment is Pappu Pass ho gaya !
AB erupts after hearing Pappu pass ho gaya . Now here enters Pappu !
Pappu : Pappu has been my enemy since childhood ! Memory pills wala log Read Marie wala review!
Pappu here is not a dog..but a god ! A god ! A 40 year old gentleman with most of his hair whitened, a nice big tummy !
And the reason for celebration is ’’Pappu pass ho gaya’’ !
Pappu kya pass ho gaya ? Pappu paas ho gaya barahvi badi mehnat ke bad ! Its a reason to celebrate !
Some marketing fundas from a finance person: Cadbury managed to emerge from the germs-worms controversy by projecting AB as their clean ambassador followed by the kuch meetha ho jaye.
With the volumes remaining stagnant, the only way to increase the sales is bringing in more uses / situations to have it (Matured product in the PLC). One situation is to have a Dairy milk even when a 40 year old pappu passes his 12th Exam that a ordinary human passes at the age of 17-18 ! Point well taken Mr. Cadbury !
Why OK ? AB’s presence is the only saving grace for this advertisement. But again, if AB hatke kaam nahi karega to koun karega ??? So the surprise value or the appreciation for AB remains there ...
Finally :Pappu pass to ho gaya in his late 40s ! Aur upar se Paise Paise pappu dega !
Last dope on OK ! This advertisement except these lines ’’Pappu pass ho gaya’’ and ’’Paise pappu dega’’ that were followed a series of similar SMS does not leave a lasting impact ! OK..................Lambi khamoshi ................