Apr 27, 2009 01:11 PM
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It’s that time of the year again – IPL. I love it for two reasons; cricket obviously & the fresh stock of advertisements aired in between.
I saw this advertisement of Bajaj DTS-I; immediately the movie “Transformers” clicked in my mind. The advertiser obviously was inspired by the movie Transformers, which closely relates the relationship between man and his machine.
Brief narration of the advertisement - the advertisement is in the parking lot; bikes transform themselves into an endoskeleton, wound up a trye & start playing a basketball match. Technically, they transform into autobots.
In their pseudo avatar, the bikes play basketball as professionally as the yesteryears favorite Michael Jordan or the current champion Dwight Howard.
The bikes play & compete with each other in much the same way as Megatron and Optimus Prime fight in the movie.
After thrilling visuals of around 25 seconds, enters the security; a chap good at his work, since I rarely succeed in waking up the dozing watchman of my building when I return home at night.
As soon as the security guy enters, the autobots transform themselves back to bikes & park themselves where they are.
In a single word, I sum it up as awesome. The background score is an icing on the cake.
It’s not some rock music; it just gels perfectly well with the message conveyed.
Any guy who understands the immense relationship between him & his machine would love this advertises. The advertiser has sophisticatedly conveyed the message that the bikes love to play as much as humans.
Lastly, the advertisement is much better than the minute long anthem style advertisement of Bajaj’s closest competitor – Hero Honda.
One scoring point in this advertisement is that the focus entirely is on the product rather than the celebrity endorsing the product. This goes well with sensible bikers who fall for the bike(product in advertisement lingo) rather than the celebrity endorsing. Simply put, folks love Hrithik, but heck, he’s not coming with the bike; it’s only the bike which I get for the moolah’s I shell out. So I love the straight from sleeve message conveyed in most of Baja’s advertisement.
