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I have a number of qualms with this piece. But before I go on to discuss what I do not like about the ad, let me just put in a line to state that the ad is indeed shot beautifully and the cinematography is excellent.
Now for what the ad is all about. The ad starts of with Rohit Bal, fashion designer par excellence pondering over various arti facts looking for a muse. He looks dejected and finally finds his source of inspiration in a car that apparently can inspire anyone. The ad moves on to him leading the car into the ramp, where an audience waits with bated breath to understand what it is that has inspired Rohit Bal’s new collection. They are amazed when the new Mitsubishi Outlander rolls onto the ramp and the audience breaks into a thunderous applause.
What I want to know is how often to fashion designer feature their inspiration on the ramp and not their collections, I’m sure that the creative team ran out of ideas and used this script as a last resort to create communication that in my opinion has too many loop holes.
It’s really sad when you see a great looking ad with a not so strong plot. The background score is amazing and indeed makes one want to see the ad again just to relive the passion that the music exudes.
All in all, using Rohit Bal as a brand ambassador is a good choice, but is it really necessary to show them using the car to inspire their profession. Rohit Bal is a renowned name and everyone recognizes him in the category that the car is targeted towards. So why not show him driving the car as apposed to using it as his primary source of inspiration. That is indeed a moot point as the car is already on the roads and looks fantastic. Maybe advertisers could take a hint for the next campaign.
Ankur Ahuja
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Image Source: [http://www.flickr.com/photos/crgphotography/3537537963/]