Chennai: The trend of long- format ads was started in foreign countries many years ago. India is no less in making 30 second commercials, in a generation where websites like YouTube is gaining huge popularity.
There is a doubt whether these long ads have the potential to hold the attention of the audience in the time of shrinking attention span.
Economic Times has listed out those long Indian commercials. Here's a snapshot of those ads that were aired:
1. Tata Sky Prison Break (2013)Duration: 3:30 min
Agency: Ogilvy & Mather
Tata sky came out with one of the longest ad that is to be aired on Indian television. The name of the ad is "Prison Break" in which a gang on foreign crooks in Indian jail are trying to escape from the jail during a cricket match between India and Pakistan, thinking that the jail guards will be busy watching TV.
While they were about to escape from the place after long planning and plotting, they get caught by a jail authority, as he opted to record the match from Tata sky.
2. Nissan Micra Star of India (2012)Duration: 4:15 min
Agency: AKQA London
Nissan launched a new ad film to re-launch its hatchback Nissan Micra. The ad film makers were AKQA London.
The TV commercial was named as ‘Tag on Wheels’ in which Micra is showcased as four friends in a one single car who play the game of ‘tag’.
The picturization of the ad makes is very attractive. Four Micras compete with each other through colourful, crowded and narrow streets of a rustic city.
3. Idea 3G — Population (2011)Duration: 1:30 min
Agency: Lowe Lintas
In 2011, Idea Cellular came out with a television ad through which it talked about the overpopulation in India.
The reason behind such a concept is to tell that there is lack of entertainment in India, other than recreational sex. The main aim of the campaign is to create awareness about the increasing problem and at the same time letting the audience know that Idea 3G is entertaining enough to check the same.
Arun Iyer, national creative director, Lowe Lintas, the brand's creative agency, says, "We've always used humour as a tactic in order to avoid being preachy. In this ad, however, the reason behind the problem of over-population is funny -- lack of other forms of amusement!"
4. Air Deccan The Old Man And The Sky (2005)Duration: 2:30 min
Agency: Orchard
Air Deccan is a budget airline company in India. The ad for this airline company was made by Orchard advertising. While many ad makers in India are trying to make their ad as short and crisp as possible, Air Deccan took the risk of making an ad for 2:30 min duration.
The ad is about a father from a small village who takes the flight for the first time to meet his son. Though the ad is pretty long, there has been a lot of useful information for the newbie fliers.
5. BlackBerry Boys II (2012)Duration: 2:00 min
Agency: Ogilvy & Mather
The ad was made by the world renowned ad film maker Ogilvy & Mather.
Everyone remembers the famous Blackberry ad of 2010 where a group of five workers shine in good cloths and cool shoes saying that they are the smartest and singing ‘We’re the BlackBerry Boys’ in Vodafone’s BlackBerry campaign.
Those office goers were back again in another blackberry ad campaign in 2012. Previously in 2010, they sang happy, but the ad that came out in 2012, the same group was shown depressed and somber.
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