Ads: A cyclical show that must go on

Ad world is an industry too. We can’t ignore the economics aspect of it to oil and fuel the machine and keep it in running condition... A battery of staff works on shaping up a few minutes’ minuscule ad capsule... Hence, this cyclical show must go on, says ad filmmaker Aniruddha R. Chowdhury

Audio-visual ads — be it on TV screens or over the FM radio channels or in the cyberspace like Internet, especially while surfing the Youtube videos — are considered biggest jerks to our eyes. Check this when you watch or listen to an electronic feed engrossingly. They do intrude and interrupt your focus. But often advertisements do act as a welcoming relief like that of catharsis in tragic plays. For instance, after consuming an emotionally choking script in ‘sobbing’ sentimental soaps or better still while enduring a high-voltage action sequence or enjoying a spine-chilling spooky episode, we surely need to purge out that pent-up angst, excitement, thrill and fear to bring down our racing pulse-rate and throbbing heart-beats within permissible limits.

One can’t deny that there is a constant debate which brews against the logic behind generating ads in huge numbers and their invasive nature. Question is, does quantity take a back seat when something is produced in great capacity Notes National Award-winning director and ad filmmaker Aniruddha Roy Chowdhury: “See, this ad world is an industry too. So, we cannot ignore the economics aspect of it to oil and fuel the machine and keep it in running condition. It has to earn from its homegrown business only to invest ahead. You know a battery of staff works on shaping up a few minutes’ minuscule ad capsule. E.g. a unit of technicians, production team, lightman, spot boy, director, crew of actors, et al. Hence, this cyclical show must go on.”

Further, he reminds that “of course, we must not compromise on the concept and content of ads by providing them with proper treatment. I agree, too many cooks spoil the broth. Therefore, a fine balance is desirable to achieve an excellent end-result.”

Fashion student and freelance stylist Tytys Pereira admits to prefer watching ads on electronic media than in print (e.g. newspapers and magazines) “because they are presented with more details and conveys infotainment — information and entertainment at the same time”. It is true that TV/radio ads often distract the viewer/listener while they are engaged with work or watching their favourite show. “Yes they do annoy at times and some ads which you cannot skip even after five seconds get me really furious, especially if I am in the middle of some serious activity at that time. However, ads also lend us a good break from being a continuous couch potato, which is harmful to health,” he reasons.

Albeit he agrees that most of the time, ad commercials are a constant irritant as they hamper concentration levels, yet there are exceptions to the rule, he thinks.

“Sometimes, I do pause before pressing the skip button to have a glimpse of meaningful message-driven tickers that instantly get me connected with the content more than the product put up on display for sale. E.g. the Nescafe ad which comes along with the tag ‘let’s get started’. It shows a cartoonist and a stammering comedian mouthing the punchline and winning applauds from their target-audience. Many keep product-based ads ahead of serial promos or film trailers. And Tytys is one of them.

“I personally favour film teasers as they are more enchanting to watch,” he defends his obvious choice.

There are some think-tanks who are like iconoclasts in their ‘soch’ as well as approach. They always strive to demolish a set of preconceived notions and idols to bring about positive changes. Hence, socially-progressive ads ring as true change-makers when being telecast or heard over the radio.

Take for instance, the current Prakash Lites ads which project men as relievers or helping hands to women alone on streets. This is in direct contrast to the rising atrocities and violence inflicted upon women in society. And then there are some ads which send TRPs skyrocketing due to their quirky content and visuals. E.g. the Vodafone ads with ZooZoos (white creatures with balloon-shaped bodies and egg-shaped heads) promoting the smart cellphone company’s various value added services during a close IPL contest.

Young content writer Nikita Sarmah stresses that although she likes watching ads once in a while on AV media but “anything in excess, whether in stills or TVCs (television commercials) becomes unpleasant in taste”. Her inclination particularly lies towards substantial commercials with socially-relevant and change-making messages. “Recently I liked the Nescafe ad featuring Vikrant Massey. Honestly more than celebrities, I rather prefer off-beat actors or models who can emote in TVCs,” she insists. “Ads are a good pretext to take a break and wrap up the work at hand. I can also schedule my household chore accordingly. For instance, if I am back from office, I like catching up with my favourite show on TV and during ad-breaks, I can quickly prepare my supper or finish off the other urgent stuff,” she infers.

On the contrary, “ads on online channels or portals can be very disturbing,” she suggests “as I might be glued to a thrilling movie, a hit serial episode or a stunning music video and at no cost would wish to get halted in between the drama unfolding even for a second,” she argues. “Most of them are repetitive and hence why waste time in viewing the same thing over and over again! If there is something definitely new and innovative, then I freeze for a moment and cast a curious glance at the ad, or else I mercilessly avert it. Of late, I have tried to give those Dove ads and the recent Micromax Canvas Lap Tab ad a miss as they had literally bombarded my brain with countless repeats,” she explains her apathetic attitude.

The common perception for liking ads mostly on big/small screen is because it rapidly grows and develops interest with grabbing pictorial and audible inputs. Unlike print media, it shoots moving images on its frames. That arrests attention with immediate effect. “I’ll purchase a product on its own merit and not owing to the glamorous persona of a respective brand ambassador endorsing it. Its intrinsic quality will exercise that power to attach some significant value to it. The buyers will be automatically lured to lap it up,” affirms domestic commercial airline pilot Vinit Ahuja, who’s also a die-hard movie buff and cannot resist the first look or rushes of an upcoming release whenever aired on channels.