By Malay Desai
From: Ogilvy (Bangalore)
Brand ambassador Katrina Kaif is shown at an art fair, sneaking into a tent with a potter’s wheel idle. She delves with all her attention into moulding, and is watched by a passerby man in the process. As the clay drips down her palm toward her wrist, she attempts to take her watch off with her teeth but later gestures to the young man to help her do it. The two engage in silent flirtation before the product window appears.
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Restraint (n) the act of holding back, the art of moderation.. hasn’t exactly been known as a strong point of makers of popular culture in India. Our USP is indulgence, drama; and having been defining Bollywood from long, it’s been reflecting in our advertising as well. Katrina Kaif, hitherto portrayed in ads (of mostly edible products) as a sex symbol, holding and sipping stuff with erotic sloppiness, comes across in a different light here.
It is news that a campaign with her as the face manages to show her in a manner that doesn’t tease, just pleases. It is a surprise too, that the man behind the campaign, film maker John Lennard, is the same guy who directed the Aam Sutra films.
Titan Raga, with their spot earlier this year with Katrina picking up her mom and heading for a drive, announced well that the brand’s positioning is going to be classy. This spot takes the class forward well, reiterating the leading lady’s aspirational status.
The art fair has the ‘IPL Carnival’ ad feel, though with 10 x less drama. There is much vibrancy in the textures of this ad, shot so to give the viewer a sneak peek and the vivacious lady is in a perfectly non-revealing white outfit to balance things out. Restraint.
Katrina’s given more expressions than the sum of what she gave in her latest film, and that surely helps the flirty end. There’s hardly any tale to this film (reading the above description would be pointless if you don’t watch the spot), but it doesn’t need one. The soundtrack is the star here, and just like the one in the previous edition, gives the spot an expressive vibe.
As for product visuals, the watch is always there but still not there in your face. Unlike print approaches of watch brands where the celeb’s personality overpowers that of what their wrists are wearing, Raga has definitely toned down Katrina’s charisma, and it still works.
To watch the spot, click this link - Goo.gl/bi8VK
