Rotomac pens: Advertising riot!

The riot of a commercial ends in a whimper. It’s never a good idea to leave the viewers on a low

Killer star Sallubhai is slowly but surely finding his way back into the celeb crazy Indian ad world. Remember, he was unceremoniously dumped not so very long ago by Thums Up. That, of course, was quite apparently in reaction to the star's drunk driving in Bandra that resulted in the death of a poor bakery worker. And it made sense. How could any brand associate itself with a celeb who's been accused of such a heinous crime? So, while Salman Khan's filmi career continued like nothing had happened, his ad career was finito.

But like every one else in this country, brand managers too suffer from memory loss. And even though the bakery hit-and-run case has still to reach its conclusion, Khan is back signing hefty ad deals. Of late, I have seen the hunk in at least two commercials-Wheel detergent and Mountain Dew.  

And the latest brand to fall for Mr Dabaang's charms is an unlikely one: Rotomac Pens. I say unlikely, because one doesn't associate bhai with fine writing. It's a messy commercial. It features the young of India revolting on the streets against the government; for all sorts of issues. And the crowds turn violent, leading to the army being called in.

Then something ominous happens. Macho man Salman Khan enters the frame, and glares threateningly. And now you expect the worst, fearing he'll soon flash his AK 47. But these are ordinary people, not black bucks, so Sallubhai turns into a Gandhian with Gun, oops, Pen. And preaches to the violent youth: "Haath uthao, magar likhne ke liye". Next, the hero signs a 'Right to Information' application. And the youth in India stand reformed.

But this is Salman Khan, hard to end the commercial without some cheap laughs, right? So, he walks away with a Rotomac pen hung on the back of his shirt, like the now famous shot of his glares hanging out in the film Dabaang.

Gosh, what can one say, where does one begin? It's a laundry list of all that's gone haywire. Salman Khan for a writing pen? You won't be able to see a brand fit after downing six Patiala pegs. Next: The riot of a commercial ends in a whimper, as you are left with, 'Oh, all this drama for a bloody pen!'. It's never a good idea to leave the viewers on a low. Also, why Rotomac? I can file an RTI application with a Parker pen or a Camlin pencil, right? So the key brand proposition never gets mentioned. Ergo, there's nothing in it for Rotomac. All in all, a lot of hot air, actually.

Anyway, welcome back to the ad world, dear Salman! Easy money to finance the assorted court cases.




5 years ago

The ad is silly but there is no shortage of similar ones.
Another Mithun type ad was the Sallu doing Mountain Dew ad which says 'Darr ke aage jeet hai' and he himself uses a stuntman to do all the crappy flying!!!

Katrina Kaif using LUX (yeah, may be she went to an Indian Store in London)... Rather the ad should have been like - 'Use Sallu and you are a star in Bollywood'...

Honestly speaking, I feel pity for these millionaires, they are made to do things that even they wouldnt like personally...

Poor souls :(


5 years ago

Why this add most of commercials of soft drinks, soap, personal care (special-Deodorant) add to non-sense and nothing to do with Solly with purpose of the product or service.


5 years ago

very good man bust just felt that he took ur money was it ur add i think so hope u get next rotomac add for ur writing .

JSW Energy Q4 net down 25% at Rs206 crore

JSW Energy reported a 25% fall in net profit at Rs205.79 crore in the fourth quarter ended 31 March 2011 due to contraction in margins on account of increase in fuel prices

Private power utility JSW Energy said it has posted a 25% fall in net profit at Rs205.79 crore in the fourth quarter ended 31 March 2011 due to contraction in margins on account of increase in fuel prices. It has clocked a 13% jump in consolidated net profit in FY11 at Rs841.82 crore as against Rs745.49 crore in the same period last year.

Total income increased 81% during April 2010-March 2011 period at Rs4,294.37 crore compared to Rs2,355.09 crore in the same period a year ago. “The rise in price of imported coal has increased the cost of power generation. To insulate the business from rising coal prices, we are engaged in enhancing the consumption of Indonesian coal, have tested out blending of different varieties of coal and embarked on negotiations for long-term contracts with certain major coal miners,” JSW Energy chief financial officer Pramod Menon said.

The power firm is evaluating various opportunities to secure fuel requirements by acquiring coal mines overseas, since the acquisition of CIC Energy Corp is yet to be concluded, he said. The company had generated 3,012 million units of electricity during the January-March quarter and 9,016-million units in 2010-11.

“We have added 735 MW in the last fiscal which included two 300MW units at Ratnagiri and 135MW unit at Barmer in Rajasthan,” he said. The company’s fourth unit at its project in Ratnagiri, coastal Maharashtra, is at an advanced stage of completion and will be commissioned soon, Menon added.

In the early afternoon, shares of JSW Energy were trading 0.53% up at Rs75.55 on the Bombay Stock Exchange.


Manappuram Finance net profit soars 136% to Rs282.66 crore for FY10-11

Manappuram General Finance & Leasing net profit for the financial year 31 March 2011 increased by 136% to Rs282.66 crore compared to Rs119.72 crore for FY09-10

Kerala based gold loan NBFC, Manappuram General Finance & Leasing said that its net profit for the financial year 31 March 2011 increased by 136% to Rs282.66 crore compared to Rs119.72 crore for FY09-10.

The board of directors has proposed a bonus issue of shares in the ratio of 1:1 along with a final dividend of 30% on the enhanced capital. Incidentally, this is the third occasion in the last five years that the company has declared a 1:1 bonus.
The growth in profits was driven by the record growth in asset under management (AUM) which have shot up to Rs7,549 crore, an increase of 188% over the previous year’s level of Rs2,617 crore. Total gold loan disbursements during the year amounted to Rs18,057 crore (previous year Rs7,123 crore). The increased volumes came about on the back of the high profile advertising campaign revolving around celebrity brand ambassadors which has significantly enhanced the company’s brand recall.

Operating income for the year was Rs1,178.75 crore compared to Rs476.96 crore for the previous year, recording a growth of 147%. Earnings per share (face value: Rs2) have also increased to Rs7.61 from Rs.4.09.

Capital adequacy ratio has been maintained at a higher level of 30.26% as against the 15% mandated by RBI. In calendar year 2010, the company had successfully raised additional capital of Rs1,245 crore through two qualified institutional placement (QIP) issues.

During the year, the company was assigned an improved long term credit rating of AA- by CARE. The company has more than doubled its nationwide branch network from 1,005 branches to 2,064 branches across 21 states.

In the early afternoon, shares of Manappuram Finance were trading 2.99% up at Rs135.90 on the Bombay Stock Exchange.


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