Campaign: Reshmi ehsaas, resham se bhi khaas (Feels like silk, but is better than silk)
Brand:Galaxy chocolate bar
Company : Mars International
Agency: RK Swamy BBDO
The Campaign
Actor Arjun Rampal is at a film shoot. He gets into a heated exchange with the director on the set. ?I cannot do this,? he says. The next frame is of Sapna Pabbi, who plays the part of a young and confident journalist. She is about to approach Rampal for an interview, when his assistant asks her to wait. Pabbi?s enthusiasm does not dampen. She explores the film set and comes across a comfortable seating area, surrounded by a beautiful pond. The pond is filled with rose petals. She makes herself comfortable, takes out a Galaxy bar and begins munching on it. Rampal is tempted to join her. ?I will have what you are having,? he says. ?But what about the interview,? she asks. We?ll do it later, answers Rampal.
Our Take
This commercial brings in some mixed emotions. The ad is pleasing to watch. While the script is not spectacular, the characters are breezy enough and it all flows along seamlessly. Nothing is lost in translation. There are no jarring notes. The casting is spot on and the background score by Gulzar lifts up the commercial. Both Rampal and Pabbi are fresh-faced brand ambassadors. The two tango effortlessly, and their chemistry works well for the brand. They are both young and urban and fond of the good things in life. That?s the sort of audience that Galaxy would want to get at. Eating a chocolate is an act of indulgence and the ad tries to portray that. The female journalist tosses her scarf aside, loosens her hair from the stiff bun, and then sits back to enjoy the chocolate. Her posture is relaxed and easy. So much so that Rampal is tempted to join her. The two share some special moments together. For long, the creative formula in ads is to mark life?s special moments with chocolate. Galaxy does that here. And in the process, doesn?t break any new ground.
What is interesting however, is the sign-off line. Resham ehsaas. Resham se bhi khaas (Feels like silk but is better than silk). The ad line is a smart way of scoring points against competitor Cadbury’s Silk, without being obvious about it. The brand clearly gives its point of distinction: I am better than the next guy. Pick me off the shelves.
There was a time when chocolate advertising was truly iconic. For instance, the memorable Kuch Khaas Hain ad by Cadbury of the 90?s which had a young lady dancing with gay abandon across a cricket field. Hers was the dance of life. A victory jig to celebrate her lover?s victory at the game. The ad conveyed the feeling of buoyancy and cheer that chocolate inevitably brings. And this is where the Galaxy ad truly disappoints. It doesn?t pay enough homage to the magic of chocolate or the sheer joy of eating it. As a viewer, you are left with empty hands. For a brand making a debut, it would have paid to have a truly passionate entry. Or a cutting-edge risky creative. Something that would have had tongues wagging. Or water-coolers buzzing. But Galaxy chooses to play it safe..
