The ads are so dull and witless; you’d rather watch paint dry on a wall. The least they ought to have done was to make the stories very funny and interesting
Oh, no! Kotak Mahindra Bank is celebrating 25 years of its existence all over again. And they are back with some really irritating TV commercials. In fact, many of them. This time the pitch is: 'Money ka matlab'. As in, what does money mean to you? And as in the past, their cameraman goes around asking all sorts of very boring people what money means to them.
I had to go through the misery of watching a few. One shady broker provides a massive insight: Money makes more money. Wow, had no clue! Another one features a housewife who took all stray dogs and cows off the streets and started her own animal farm. Yeah, right. My neighbour got bitten by a stray doggie last night. How do I contact this lady? An old gent in another ad declares money isn't God. But that it isn't any lesser. Sure, sir. Dad told me this when I was two years old. Let me enthral you with one more, but there are plenty of these lovelies on air. A young lass has designed a weekend resort for dog owners. Cool. Guess now the poop won't be left in the community dining hall.
What foxes me is this: Kotak Mahindra turned 25 last year. And they celebrated that moment by running a series of similar ads, where they asked the junta what they did when they were 25. So how come a year later the company is still 25? I thought only certain women lie about their age.
Anyway, the ads were painful last year. And they continue to be painful now. Well, at least you can't accuse Kotak Mahindra of being inconsistent in their communication. The same problems continue. If they have turned 25 years old, what's in it for me, the consumer? How does that change my life? Also, why should I care a damn what money means to other people? They can think what they want, and it will only matter to me if these guys credited my account with some of their dosh.
And to make matters worse, the ads are so dull and witless, you'd rather watch paint dry on a wall. The least they ought to have done was to make the stories very funny and interesting. So at least as viewers, we would have been able to smile a bit. Right now, all you want to do is demolish the TV set.
So dear Kotak Mahindra, congrats on turning 25. Yet again. But please restrict the celebrations to within the four walls of your corporate office. I don't know what money means to you, but you will end up saving lots of it.