Before I discuss the Indian ad, let me give some background. Globally, the ‘diamond producers association’ is running a new campaign with the “Real is Rare’ theme. This campaign is mainly to target the Millennials. There is a clear shift from the ‘Diamond is forever’ to the practical aspect specially for this young generation which is not bound by the legacy thoughts of marriage made in heaven and they lived happily ever after! This generation is passionate, practical to the core and lives in present. So, this is a rare and interesting shift in the overall mindset or positioning for the diamond as we have seen in past. Now, globally the ads have different themes keeping in the mind the specific taste and topics which resonate with Millennials. All the ads are available here. These ads touch various perspectives like wildlife, passion, unorthodox environment and even lesbian marriage to take an altogether different approach to woo Millennials. However, my focus is not on these ads as they are not shown in India. Instead, I would talk about the recently launched Indian ad.
Now to summarize, a millennial couple is moving out to a separate home. The female lead is not happy and confronts the male lead about why we are leaving. The male lead is in ‘mood’ and the female replies ‘Koi dekh lega’- someone may watch us (should ring a bell – a common dialogue seen in daily soap operas and Bollywood). That’s where the punch line comes – that’s the reason male lead wants to move – to move away from the prying eyes (of parents!??). Yeah we all know, the number of nuclear families are rising in India. People are moving to other places mostly for the job (Bengaluru, Pune, Hyderabad…..etc.). But someone moving just to avoid koi dekh lega fear? This generation which thrives on facebook for all the social happenings, where from food to movies are shared live. I wonder if someone really cares about someone watching them! That too for a married couple! Why a married millennial wants to just switch home. The idea of ‘koi dekh lega’ belongs to old orthodox generation living in a joint family, where the two flowers were the symbol of kiss. Not the millennial generation where couples are working together, and sharing responsibilities together! So, honestly, I fail to see how this is related to real aspect of the original theme. In fact, todays millennial look more real when it comes to respect women, sharing household chores etc. (remember ads of Lloyd washing machine, Tanishq about breaking myths on second marriage etc.). There are other brands who have done it better as millenials are critical consumers. But, somehow this real is rare falls flat due to mixing idea of old generation and using it for millennial. Honestly, the later part of the ad with song ‘Khud Ko Kho Ke Tujhko Paya Aisa Tera Mol Aaj Jo Tune Ang Lagaya Ho Gayi Main Anmol’, resembles more like a Mankind ad featuring Sunny leone J
[Note: Thanks to my friend Rishiraj Singh for discussing this ad with me]
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