These simple, silly ads, starring Ranbir Kapoor, are a refreshing change. Only the jokes aren’t really witty and hilarious

Anil Thakraney

A good idea from the Tata Docomo chaps. A refreshing change from that horrendous commercial on a bus (or was it a train?) where some deranged travellers bonded by loudly belting out 'Docomo', thus damaging all our five senses.



'Keep It Simple, Silly' is the new thought. And it's a relevant one coming from a telecom company, what with all the operators confusing us with complicated plans. There is a series of many simple commercials on air, starring actor Ranbir Kapoor. The format used is a stand up comedy, and in each advert young Kapoor, in a comic way, helps simplify each Tata Docomo feature.

Here are just two examples: In one ad, the actor talks about how a dude chose complexity over simplicity in his life by getting married. In another one, he tells us why the frog likes to stay inside the well. Because he'll be charged for 'roaming' outside. Tata Docomo brings out its own tariff plans, services, etc, at the end of each commercial. And of course, true to the stand up comedy format, there's that canned laughter.



Here's why I like this approach. One, it's a novel format for television advertising and helps break the clutter easily. Stand up comedy shows like 'Comedy Circus' have done rather well in India, so there's every reason a segment of desi viewers will enjoy these little acts. Two, the concept allows Tata Docomo to highlight its promise of simplicity effortlessly. Each ad only focuses on one particular feature (as against many that get loaded in commercials usually), so comprehension should not be an issue. And thirdly, the commercials are a good example of how to use a celebrity well. Kapoor takes to the format like a fish to water (he's an entertainer, after all), and seems to be enjoying the gags. He is likeable and decently funny, so the star's presence should prevent even the usually ad allergic viewers from reaching out for their remote controls.

 

So, a good show. However, if there's one little problem I have with the ads it is that the jokes aren't really witty and hilarious, at least not in the few I have watched. Tata Docomo must pump up the humour quickly, before the idea loses steam. A suggestion: Hire the services of the guys who write scripts for the television comedy shows. They have been doing this gig for years, they know this zone. Ad agency copywriters should be given marching orders on this project. Simplicity and wit doesn't come easily to them!