The tech savvy generation of today knows no bounds. Right from checking reviews they like to sharing their instant thought. It is all up there. Companies that are multinational are also addressing multi lingual capabilities on various platforms. The format has gone for a toss. No longer is the regime of a one minuter applied, it seems. The spends are higher but not in terms of distribution. Online uploads and shares do work a trick up every sleeve.
Commemorating a day is something that is completely relatable to a consumer. Making a consumer remember that the maker is not the storyteller but the weaver. How tactfully the message is deployed is the question to content. June 19 being Father’s Day this year, campaigns have already started doing the rounds.
Let us take the example of the latest launch of Google titled ‘The Hero – A Bollywood story’. Published on Youtube on June 16, this latest piece of communication is trying to revoke scrap book tendencies of human nature. The creative duties of Google are handled by Mullen Lowe Lintas – Delhi. Prior to this, they have had a series based campaign on smart ways to search. This particular advertisement highlights voice recognition as a utility; a feature that was not indicated in the previous campaign.
Google is further exploring the generic capability of search and tag and how that can be associated with the ease of voice recognition as an upcoming trend. The earlier series of ads knits a smartly packed new zone of daily life as we keep hitting search on every altar. This particular six minute plus video by Google is much closer to a brand film than being a snippet of a TV remote.
A son knows no bounds to Google what his father aspired for. All these tendencies come out as his mother introduces him to his father’s worries. Google pitches in as a product, helping string a utility carrying an emotion that is common to us all. Well, almost.
‘Kitne admi the?’
‘Papa ek baar aur.’
That is Indian. Seems to be Indian. We pass on our deeds as failures and stack it for the next generation? Or we cherish them and pickle it for the next? Elders wand our country holds. And Google seems to be happy about it.
‘Chal Baware’ (English translation: Hey Maverick Soul) suffices as three and a half minutes later, both father and son carry on with their scouting. Voice recognition helps both relate to their questions. Google answers.
The ‘search key area’ aspect of a portal is majorly dominated by Google and it has been its only trend. A succession of memories sprout from and with the things we relate to. Maybe you can’t find your keys but you certainly won’t miss the nearest key maker who can help you with it.
Father and son live on as the jingle knows no bound to their vagaries. I wish it was a track though
This marketing communication seems to be a little longer than it could hold. The power of common people and social media with specifics of search and tell covered could have been sharper. Shorter. The title helps us reason that Google will keep trenching all logs and redefine the way we search.
‘Hero kabhie retire nahi hotey papa.’
‘Ab to Bambai chal lo!’
There are so many father and son stories to look forward to. This is one. The production aspects are good and detailed but the quality of dubbing seems imposed. That is only an aspect to ponder though. The space explored is quite real but the music is a little too indicative of the content. We reckon the first edit is going to come out better in this case. But the original is a Father’s Day treat in itself.
Happy Father’s day to all. The techies and the enablers too!
Client: Google India
Agency: Mullen Lowe Lintas
Location – Delhi
Creative: Arun Iyer, Shayondeep Pal, Amar Singh, Arko Provo Bose, Manzoor Alam
Account Management: Naveen Gaur, Nikhil Mahajan, Dallbir Singh, Naman Pal
Planning: Anurag Prasad, Sumant Bhattacharya
Production House: Chrome Pictures
Director: Amit Sharma
Music: Clinton Cerejo
Singer: Kannan Mohan
Lyricist: Amitabh Bhattacharya