Storyboard18 | Ads parody ads: How does it work?

#Advertising, #Cred, #humour, magicpin, MFine, #Parody, #Parody ads, #Storyboard, Swiggy, Swiggy Instamart, spread like wildfire on the Internet, Flipkart’s

Magicpin’s new parody ad features actor Vijay Raaz advising a distraught customer to buy from branded offline stores rather than listening to kids and shopping on an app. (Image: screen grab)

In April 2021, while Cred’s commercial featuring gentleman-turned-Indiranagar-ka-gunda Rahul Dravid spread like wildfire on the Internet, discovery and rewards platform magicpin was quietly scripting a spoof. In four days, magicpin released a parody ad film about “asli savings” versus “bread points” that directly took on the wildly popular Cred ad.

Seven months later, magicpin is back with another parody commercial, this time featuring ‘kidults’ – e-commerce giant Flipkart’s popular ad characters. It stars the common-sense talking actor Vijay Raaz who advises a distraught customer to buy from branded offline stores rather than listening to kids and shopping on an app.

Ankit Kumar, AVP – brand and marketing, magicpin, tells Storyboard18 that the company is not taking a ‘cola-brand war’ strategy through these campaigns. “The brand characters that we have used are a part of popular culture. They have done something right to have gained so much attention. We are just leveraging that to make our proposition loud and clear,” he adds.

Swiggy has also been using characters and scenes from popular ads to promote its grocery delivery service – Swiggy Instamart. So far, the brand has spoofed 5 Star’s Ramesh-Suresh ads, Colgate’s famous campaign ‘Kya aapke toothpaste mein namak hai?, and Taj Mahal tea’s ‘Wah Taj!’ commercials which featured Zakir Hussain. In the latest film, Swiggy has parodied the iconic Liril girl commercial.

Sagar Kapoor, chief creative officer, Lowe Lintas, the ad agency behind the campaign, tells Storyboard18 that over the years some advertisements have etched themselves in consumers’ memory. “We wanted to create something that would break the clutter. Therefore, it was important to create a distinctive positioning, given the number of grocery delivery brands that have been advertising,” says Kapoor. Swiggy Instamart competes with brands like BigBasket, Grofers, Dunzo, among others. Kapoor says humour cuts across consumer segments easily, and it allows brands like Swiggy to be more relatable.

Interestingly, the latest ads for MFine, an AI-driven on-demand healthcare service, features actor Naresh Gosain, who is famously known as ‘Swiggy Uncle’.  In Swiggy’s ads, he was seen secretly ordering gulab jamun for himself, and ‘Swiggy Aunty’, his on-screen wife, played by Padmashree Josalkar, always caught him in the act. In the MFine spots, however, she is seen secretly booking an at-home test to check his blood sugar levels. Blame it on the gulab jamuns.

Harshil Karia, the founder of Schbang India, says, “The thing with distinct characters is that it drives memorability and it gives directors the ability to push that little more on performance.” For consumers, “you’ll often see that this kind of a character is someone they will find in a friend. So it’s almost a mirrored relatability of sorts. A relatability  you find in someone else. Hence, it appeals well,” he adds.

However, while humour works, parody ads cater to a small consumer base who recall ads.

Manoj Jacob, senior creative director at ad agency BBDO India, thinks these original ads were memorable and the parody ads are funny, in his view as an adman. But, he says, “Advertising isn’t made for advertising and marketing professionals, but ordinary people. Who sadly don’t really care too much for most advertising.” He also says brands can avoid following a format or trend that all other brands are chasing.

“Doing what everyone else is doing is the antithesis of any creative endeavour. If you need to stand out, you zig when the others zag,” Jacob says.

#Advertising, #Cred, #humour, magicpin, MFine, #Parody, #Parody ads, #Storyboard, Swiggy, Swiggy Instamart, spread like wildfire on the Internet, Flipkart’s
Magicpin parody ad based on Flipkart’s ‘kidults’ commercials. Parody ads work only if viewers recognise the original, and appreciate the twist. (Image: screen grab)

News Related

OTHER NEWS

Storyboard18 | Tata Sky is now Tata Play. 'We have a job cut out for ourselves', says MD Harit Nagpal

Tata Sky (Tata Play from January 27, 2022) started out as a DTH operator in the world of television, but over the years, it has become a distributor of content ... Read more »

Sania Mirza says 'regretting' retirement announcement: 'Made it too soon'

File image of Sania Mirza Indian tennis star Sania Mirza, who recently announced that 2022 would be her last season, says she had made the announcement too soon and was ... Read more »

On Republic Day, PM Modi wears cap from Uttarakhand, stole from Manipur

Prime Minister Narendra Modi on Republic Day morning paid homage at the National War Memorial, a monument to the soldiers who have made supreme sacrifice for the country. The Prime ... Read more »

Watch: On Republic Day, ITBP officers unfurl national flag, take out marches in freezing temperatures

Republic Day 2022: Indo-Tibetan Border Force officers mark the Republic Day in Ladakh. (Screengrab from video posted on Twitter by @ITBP_official) Personnel of the Indo-Tibetan Border Police (ITBP), serving in ... Read more »

Best smartphones under Rs 20,000 in India: Redmi Note 11T 5G, Realme 8s 5G and more

Redmi Note 11T 5G price in India starts at Rs 16,999. The phone comes with a MediaTek Dimensity 810 SoC, a 6.6-inch IPS LCD with a 90Hz refresh rate and ... Read more »

Republic Day 2022 | The Indian Constitution is a work of art, its pages illustrated by the best artists of the time

(from left) Nature is seen as mountains (Himalayan range), desert and ocean; a detailed portrait of Netaji Subhas Chandra Bose, done by Rammanohar Sinha, can be seen at the beginning ... Read more »

OnePlus Nord CE 2 to launch on February 11, feature a triple-camera module

OnePlus Nord CE 2 launch date has leaked online. The upcoming mid-range OnePlus smartphone will launch as a successor of the original Nord CE. The leaked image has also revealed ... Read more »

Adar Poonawalla's warm note and a throwback pic as father gets Padma Bhushan

Covid vaccine maker Cyrus Poonawalla was among those who were awarded Padma Bhushan, the country’s third-highest civilian award, on Tuesday. The awards were announced on the eve of Republic Day. ... Read more »

Samsung Galaxy Unpacked 2022 date announced; Galaxy S22 Ultra official launch event on February 9

Samsung Galaxy S22 Ultra launch event will be hosted on February 9 at the Galaxy Unpacked 2022. Samsung Galaxy Unpacked 2022 official date has been announced. The South Korean tech ... Read more »

Yuvraj Singh, Hazel Keech welcome baby boy, congratulations pour in

Yuvraj Singh and Hazel Keech married in November 2016. (Image credit: Photo Instagrammed by yuvisofficial) Former cricketer Yuvraj Singh and wife Hazel Keech welcomed their first child, a boy, on ... Read more »

Ricky Kej and Bickram Ghosh on their song ‘Vande Bharatam', created for the 2022 Republic Day parade

Ricky Kej says he and Bickram Ghosh made ‘Vande Bharatam’ to evoke pride and patriotism. When two maestros work together, often magic happens. An example of this unfolds during the Republic Day parade, ... Read more »

Republic Day 2022: Google Doodle celebrates 73rd Republic Day

Republic Day 2022: Republic Day marks the date on which the Constitution of India came into effect in 1950. As India marks its 73rd Republic Day on January 26, Google ... Read more »

Rx for clicks: The shady science of Instagram influencers

Lauren Wirkus and Pete Duong have both used their popular Instagram accounts to health promote products. Lauren Wirkus and Pete Duong Instgrams Manhattan-based influencer Tinkerbelle the Dog could live forever ... Read more »

Restaurant Chain Slammed For Viral Photo of Policy Claiming Employees Must Earn Five-Star Reviews or Be Terminated

Chances are you’ve probably been at a restaurant or in a store and had employees mention to you that they would be appreciative if you could leave a review for ... Read more »

Bob Dylan's Entire Music Catalog Sold for Estimated $200 Million

Sony Music Group has long been an entertainment industry giant that has continued to purchase and gain ownership over major music catalogs. Dave J Hogan | Getty Images Just last ... Read more »

Analysts Predict Elon Musk Will Earn Billions This Year Despite Not Taking Home a Salary From Tesla

If predictions for Tesla are correct, CEO Elon Musk is going to have a really good 2022.  FREDERIC J. BROWN | Getty Images Analysts predict that Tesla will report strong financial ... Read more »

The Top SEO Trends for 2022

A new year is a perfect opportunity to take a close look at your website and make sure your SEO is doing all the work it can be. Best SEO ... Read more »

Paul McCartney's Handwritten 'Hey Jude' Notes to Be Auctioned as NFT

NFTs have certainly made a splash as of recently, with everything from original artwork, to social media posts to event tickets being sold digitally to respective owners. Dimitrios Kambouris | ... Read more »

Q4 of 2021 records highest ad volumes for a quarter since 2019, up by 27%

Advertising volumes on TV that took a hit in 2020 saw strong recovery last year with the fourth quarter of 2021 recording highest ad volumes for a quarter since 2019. In the fourth ... Read more »

What Colorado's Marshall Fire Taught Me About Building Safe and Healthy Homes

As the Marshall Fire, the most destructive fire in Colorado history, tore through Boulder County last month, those of us who are homebuilders in the area watched anxiously to see ... Read more »

Supply Chain Financing: An End To Working Capital Woes

For anyone running a business, working capital woes are nothing new. Clients (even large, multinational ones) expect payment terms of 30, 45 or even 180 days, while vendors often have ... Read more »

This Game-Changing Investment App Will Help You Build Long-Term Wealth and Satisfy Your 'Voyeuristic' Desire to See Where Other People Put Their Money

Women are better investors than men, a 2021 Fidelity study found. Yet some estimates suggest that as few as 26% of women have invested in the stock market, a staggering ... Read more »

Storyboard18 | Ad budgets won't take a major hit due to the price hike: Mayank Shah, Parle Products

Prices of fast-moving consumer goods (FMCG) such as biscuits and personal-care items could continue to rise this quarter as FMCG companies try to counter inflationary headwinds. Storyboard18 caught up with ... Read more »

Chinese tech giant Tencent sacks 70 employees amid campaign against fraud

Companies like Tencent have been accused of being monopolistic and violating the rights of users. Chinese gaming and social media giant Tencent sacked 70 employees in a campaign against fraud ... Read more »

Why is Republic Day of India celebrated on January 26?

The main event for Republic Day is a massive parade held in New Delhi. Republic Day is one of three Indian national holidays and it commemorates the enactment of the ... Read more »

100 Crore Club: Will Allu Arjun starrer 'Pushpa: The Rise' (Hindi) make it through?

Allu Arjun in ‘Pushpa: The Rise’. (Image: Screen grab) Five weeks in, the Hindi version of Pushpa: The Rise has made Rs 91 crore at the box office. It is still playing in ... Read more »

Report: Mega Iceberg Melting Dumps 152 Billion Tons of Water Into Ocean, Could Have 'Devastating' Effects on Environment

If you’ve ever thought about what happens to the water once an iceberg melts, the answer is nothing good. Gallo Images/Orbital Horizon/Copernicus Sentinel Data 2020Gallo Images/Orbital Horizon/Copernicus Sentinel Data 2020 ... Read more »

Dogecoin: Elon Musk's condition for eating McDonald's Happy Meal on TV

Elon Musk had announced on January 14 that Dogecoin could be used to buy Tesla merchandise. Tesla boss Elon Musk will eat McDonald’s Happy Meal on television on one condition: ... Read more »

Anushka Sharma's production house signs Rs 400 crore deal with Amazon, Netflix: report

Clean Slate Filmz has produced movies NH10, Phillauri and Pari for the theatres, which all starred Anushka Sharma in the lead. Actor Anushka Sharma and her brother Karnesh Ssharma’s production house ... Read more »

BSE gets exclusive rights to Vijay Kedia's jingle 'BSE meri jaan ho tum'

Visuals from the BSE event felicitating Vijay Kedia The Bombay Stock Exchange (BSE) on January 25 signed an agreement with Kedia Securities Managing Director Vijay Kedia for exclusive rights of his ... Read more »

Spinning Success In The Used Car Business

The Indian used-car market is estimated to reach sales of 6.7 Mn to 7.2 Mn units per year by 2022. Cashing in on the massive opportunity is the used car ... Read more »

Centre uses Ashneer Grover's Shark Tank India line for Covid message. His response

BharatPe co-founder Ashneer Grover Ashneer Grover is the most prominent Shark Tank India judge. MyGov, the government citizen engagement platform on Monday released a COVID-19 awareness message using a viral ... Read more »

Row over Karnataka farmer turned away from Mahindra showroom, Anand Mahindra calls it an 'aberration'

Mahindra Group has said that it is investigating the incident. “We ensure the respect and dignity of all our customers,” it said. Mahindra Group Chairperson Anand Mahindra on Tuesday responded ... Read more »

Best smartphones under Rs 15,000 in India: Micromax In Note 2, Realme Narzo 30, Redmi Note 10 and more

Moto G51: The budget 5G smartphone from Motorola comes with a Snapdragon 480+ chipset and 4GB of RAM. It packs a 5000 mAh battery and sports a triple-camera setup on ... Read more »

When Lucknow Super Giants owner Sanjiv Goenka was told by numerologist that 'Supergiants' won't work

Although team owner Sanjiv Goenka had clarified that he did not consult the numerologist often, the name of his first team “Rising Pune Supergiants” was eventually changed to “Rising Pune ... Read more »

When a numerologist told Lucknow Super Giant owner Sanjiv Goenka 'Supergiants' won't work for him

Although team owner Sanjiv Goenka had clarified that he did not consult the numerologist often, the name of his first team “Rising Pune Supergiants” was eventually changed to “Rising Pune ... Read more »

What is a Decacorn?

While the commonly used term in the business ecosystem, Unicorn, refers to startups that have a valuation of over 1 billion dollars, Decacorns, on the other hand, are privately-held firms ... Read more »

Storyboard18 | Battle for Bharat: Snapdeal's new campaign taps into the aspiration of small town India

Snapdeal’s new ad film connects to its theme of good quality but value-priced assortment that cater to mid-income families. As smaller Indian cities are now accounting for bigger volumes of ... Read more »

From 'Giant hugs' to 'Super welcome': How other IPL teams welcomed Lucknow Super Giants

Lucknow Super Giants will have KL Rahul as its skipper. (Image: Twitter @LucknowIPL) After Sanjiv Goenka’s Indian Premier League (IPL) team revealed its name on Monday evening, other IPL teams rolled ... Read more »

Happy Republic Day 2022: Wishes and messages to send to your family and friends

Happy Republic Day: India will celebrate its 73rd Republic Day on January 26, 2022. India will celebrate its 73rd Republic Day on January 26 to mark the date on which ... Read more »
On free-english-test.com you will find lots of free English exam practice materials to help you improve your English skills: grammar, listening, reading, writing, ielts, toeic