It's close to 5 years since Kajol disappeared from Bollywood - one of the few actresses you wish would make a comeback. Well, that's exactly what's happening. Kajol is returning to the silver screen in a Yash Chopra film. Interestingly, it's opposite Aamir Khan - not SRK.
What I don't understand however is the sudden rash of endorsements she's taken up. And that too in 'hum saath saath hain' style with hubby Ajay Devgan.
First, there was the Whirlpool deal. Then came Kotak Mahindra. Now, Tata Indicom.
To be fair, the Indicom ad is actually very entertaining. Ajay plays a country bumpkin accompanied by his ghunghat mein dhaki hui bride.
The salesman at the cellphone shop tries to take them for a ride before Kajol lifts her pallu and in crystal-clear English demands the phone with 'maximum talktime'. Because that's what phones are for - talking. Humein bewakoof na samajhna!
It's a good ad because it's built around a consumer insight. Yet, it's interesting - and the celebrity couple have been used well.
Ek ya do bas!
However, if I were Kajol I would stop accepting any more ads... And believe me there will be many more offers. Because the laws of me-too inevitably operate when it comes to celeb endorsements.
The brand manager for some brand of biscuit or chai-patti is gonna see the Indicom ad and go "eureka"! That's what I need to add zing to my boring old brand... Kajol and Ajay Devgan.
And of course this ad will just show the celebs eating or drinking the product and saying "acchha hai". No insight, no effort, no story, no glory.
After a dozen such ads the viewer no longer remembers WHICH brand the celeb is endorsing anymore. I lost track of Amitabh somewhere after Dabur Chywanprash.
There's a reason why Hollywood stars act in any old Japanese commercial, but not for American dog-food. At least not in their prime... Listen up, Bollywood!
And Kajol, remember, your fans want to see more of YOU. Not as one half of a couple but as an independent entity! The memory of the Bhagyashree-Himalay fiasco still gives us nightmares...
Hmm... Since IITians have been posted about and have posted comments on this blog, I am posting just to post that I have nothing to post. We dont watch TV in Hostels, the internet is our sole poison.
ReplyDeleteSpeaking of Net, nice time to post a post, with your waking-sleeping schedule, you'ld have made an excellent IITian. :)
Hey Rashmi,
ReplyDeleteI guess a lot of your blog readers are "Desi Engineers in US", who dont watch desi TV anymore. But after reading about this Ajay-Kajol commercial, I'd say: Good Job. (To be truthful..commercials here in US suck...)
Last time when I wasa in India in last december, Big B was everywhere on small screen..literally on every channel..and then "that doesnt impresses anyone much"
Rashmi,
ReplyDeleteThe news of the movie is an old one. It might not happen.
I blogged about them here and here. Check this on Stardust as well.
>>And Kajol, remember, your fans want to see more of YOU. Not as one half of a couple but as an independent entity!
Right, right!
Kajol looks awesome in a airtel ad (or hutch ad????)
ReplyDeleteRashmi,
ReplyDeleteKajol does not speak in crystal clear English but in a vague accented English which actually spoils the fun element in the ad. The ad could have been lot slicker and had the potential to be a Paanch type campaign. But like everything abt Tata Indicom, a last opportunity
Did not see the ad --- but sounds interesting and as for AB --- did he figure in for an underwear now?
ReplyDeleteThe best I liked was the polio campaign
Talking of Ads with just STAR VALUE and NO Story Boards - Reminds me of SRK in a biscuit AD - like on a roller coaster ride through a maze of creams and biscuit pieces - Horriable!
ReplyDeleteI see that you changed the pic in there. Now they are endorsing the Kotak brand.
ReplyDeleteRashmi, is there any place on the net where we can get to watch such desi ads?....we folks in the US are missing half the fun!
ReplyDeleteKajol is one of my favourites and I believe she is really smart and practical too. She will handle it well...atleast as her fan I hope :)
ReplyDelete