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Thursday, July 5

Jeetey Raho

Some of the better ads on TV never get the due attention because many of us are busy debating the craft and the cleverness in our business! I have the ICICI Jeetey Raho TVC in mind...Maybe it's a little late in the day but let me finally park the whirling thoughts in the head...

Saw it 1-2 times on TV. Loved it for the following reasons.

1. The interplay between a modern day husband and wife is very nicely captured...I am tired of the old cliches that are no longer true! Ever so quickly there is a gender role shift happening in our towns and our lives...Accelerating every year!

The bread-winner, the decision maker, the influencer, the soft task and the hard task master, the dreamer and the doer are all roles which are getting re-defined, re-negotiated and re-packaged. Most TVCs once again lag LIFE!

2. Just the other day, was watching an old Sanjeev Kumar flick, where the heroine in a song sequence is touching the feet of SK. Fast forward to this defining imagery and the line 'Jeetey Raho' with the wife giving the 'token ashirvaad' to the husband.

3. Again it's hearting to see a girl child in the TVC. Looks like a nuclear family with one kid. And this time it's not Rahul or Karan or Ravi bete...
There is an underlying code in TV advertising which is mostly respected. When it's one child, show a boy, if it's two show a boy and a girl...

We mirror our society's fondness for boys...It might be a small thing in a 30sec commercial, but most of us fall prey to it. This ad doesn't and that's why I loved it!

Like with everything around us, ads with 'Batti Gul Ho Gayi', 'Hawa Nikal Gayi', 'Pant Khul Gayi' often end up being the most debated commercials with ad gurus voicing hoarse their coarse opinions, while its commercials like these which make the mark both in terms of sales and sense! May their tribe increase...

(Read Ankur Jain's nice analysis)as well!

P.S The hoarding near reclamation shot through the window pane of a moving cab on my mobile camera. Am ignoring my Nikon these days:-)


Unknown said...

At work we had an interesting debate on this ad. Read it at my blog: http://kapilb.com/blog/2007/07/11/women-and-financial-investment-decisions/

meraj said...

even i love this ad...very nicely scripted also with some good acting.

while we are at it...theres another ad of a utensil cleaning agent (pril or maybe vim liquid). it very different from what has been happening in the category with a smart script again (its that rajma/sushma one...this guy comes ringing the doorbell). yeah yeah, i dont remember the brand name but i aint the TG :)