Addendum

Addendum is a weekly column that takes a sometimes hard, sometimes casual, sometimes irreverent yet never malicious look at some of the new or recent advertisements and comments on them.

The secret of its longevity

Now we know why Scotch Brite claims its green scrubber lasts so long. It’s not just path-breaking, patented technology or anything like that, it’s a blessing from none other than God himself! In an amusing TVC that combines common myths, parody and farce, we see this young woman scrubbing dishes diligently, when an old man appears from the woods behind her and asks for some water. Of course, Uncle, she says, and gives him some, upon which Uncle reveals himself to be God, and asks her to wish for anything she wants. She asks him for a long life, and he holds up his hand to grant her the wish in the usual style us Indians are so familiar with – rays emanating from his hand towards her. Two nymphs have accompanied God, to serve him, and one of them blows him a kiss. He turns to look, and when he turns back, his hand turns towards the scrubber and not the girl – and endows it with a very long life.

This quirky film, full of the absurd, does a good job of establishing the brand’s long-lasting proposition. I loved the song that went with it, the rhyme, the voice and the tune. Spoof it may have been, but it reminded me of music in ancient black-and-white movies. Both God and subject did well in their roles and I couldn’t help feeling sorry for the latter who lost out on her wish to a scrubber. This ad by Grey Group will raise many laughs.

Don’t worry, be appy

Ever tried ordering food over the phone? Especially from a noisy restaurant? You’ll be lucky if you don’t hang up in frustration, or have the person at the other end hang up on you instead, never mind the loss of custom. Online food ordering business Foodpanda has launched a new campaign, ‘Don’t Call, Just Install’, to persuade users that using its mobile app is a nifty solution and rids them of the bother of having to hunt for phone numbers and make themselves understood over the phone. The actor who plays the role of the customer did a fine job of letting the rage build up – and end in resigned disgust as he abandons the call to the restaurant, and the cheery high-five with the panda who shows him his solution.

Vox Pop: Reader Madhulika Rawal, in response to a question asked in this column a few weeks ago, says there is no simple answer as to whether celebrities can be blamed if flaws are found in the brands they endorse. The celebrity should be careful in choosing their endorsements. For categories such as cigarettes, slimming pills and paan masala, which have adverse health effects, “a reasonable amount of judement is to be exercised to take the decision.” So also with something that is within their area of expertise – they can be blamed if they know it’s not a good product/category. However, when overindulgence in a product, such as alcohol, leads to health problems, they cannot be blamed. “If the product is tested and approved by the competent authority then the celebrity can believe that whatever he is endorsing is safe as it has certification. He cannot test it himself.”

(Mail your comments to cat.a.lyst@thehindu.co.in )

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