The context of this article refers to advertisements broadcasted in India.It may not appeal so much to the International Audience.
A saint once told me that – “Son, none of us are alone! All of us have Cosmic Energy Waves around us which surround us at each and every moment of our existence”. I don't know about cosmic waves , but one thing that I know of is that – I am surrounded by stupid commercials around me at each and every moment of my existence. Hoardings, TV, Radios, SMS,Internet, Sales call – they are everywhere.
And so deeply have these ads affected me , that nowadays , I cannot even dream without commercial breaks in between.
Spending a lot of time analyzing these commercials , I have discovered that their behavior is not as stupid and random as it seems , albeit it is governed by well defined laws.
So ladies and gentlemen, let me present before you the Three Laws of Commercials.
Law number I
For our protection first there is God, second there is …….Pepsodent and Dettol
You don’t believe me ? Let me explain.
Just have a look at the Pepsodent Commercial--24 hour security, 24 hour defense, dishum dishum and what not! You are forced to wonder how humans survived all those prehistoric ages without the protection of Pepsodent.”
Now onto to Dettol -Unfortunately, I came to know about the powers of dettol quite late in my childhood.
You see, when I was a little boy , I used to fall sick before every school exam and my teacher used to scold me , ”You dumb head .You stupid boy. Exams make you fret so much that you fall sick.”
Well...., Medical Science was not so advanced in my childhood days. Little did my teacher know that the cause of sickness was not my dumbness but the fact that I do not take bathe in Dettol Soap.
Leaving my sad childhood behind, let me move on to the next law.
Law number II - Where ever you go, our network follows
As I already mentioned, these ads will never leave you.
On weekdays, my primary activities in office consist of answering emails, typing some code and convincing sales guys on my cell phone that I am in no need of pre approved car and home loans.
Imagine, after 5 days of such hard work you are enjoying a deserving, peaceful Saturday afternoon sleep and as you are about to fall into deep slumber ,it at this precise moment that your mobile gives an SMS blast. Sleepy and tired, you somehow reach out to your mobile --– Whoosh - “SMS on 54545 to know your Class X th result.”Tell me , why the hell would I want to know my 10th board result at this age ??!!!!
Actually if I reflect upon my marks, I probably did not want to know about them even at that time.
I mentioned about this SMS problem to my friend Sanjeev, and he is like –“What’s the big problem, dude ? Keep your mobile on silent mode while sleeping! ”.
Life …my friends, alas, is not so simple. You see, Sanjeev does not have a girlfriend .But I have. And she calls me every 5 minutes questioning me , “Where are you , what are you doing ? What are you not doing ? What took you 20sec to receive the call ?"
Believe me my friends , the only thing more dangerous in this world than a GPS tracking enabled girlfriend is the Internet Pop UP ads . The Devil could not be everywhere – so he made them. These Internet pop ups have a tendency to pop up at the wrong place, at the wrong time and with the wrong content. (Boys would know all about it : ) )
For instance ,when I surf the net and no one is around , the pop-up will always try to find the perfect bride for me. It has been trying the same for the past 5 years. But when I surf the net and my father is around, the ‘Matrimonial Pop Up’ is always replaced by the ‘Get Blind Date with Hot Mumbai Girls PopUp’.
One of two more of these Pop Up incidents ,and I am sure to thrown out of the house by my father.
Anyways , popping on to
Law Number III - Impossible is Nothing.
Impossible is nothing for the ad makers. For them, the sun rises in the west. You have no idea what they will end up teaching you in their ads.
Let me give you an example,
Remember the surf excel ad ?
A young chap comes up in a cap and says “Stains are good ?”.
Young chap, you say stains are good!! . Obviously you have not met my mother!
HDFC Child investment plan
Remember , 4 year old, giving investment advice to parents ? “Papa grow up I want to be an astronaut. So do some investment” I wish I was so intelligent as a 5 year old. My family would have been so rich, and, I would have been an astronaut. Better to be on Mars than in this Mumbai traffic. Any day .
One more instance -
Radios are at another level. Before following cricket commentary on radio I used to believe that Sachin Tendulkar is the best batsman that India has. But now after following cricket on radio , I have realized that it is actually BSNL. Sachin only takes 1s and 2s , it is BSNL who hits all the 4's and 6 's.
”Aur ek laga ek aur BSNL Chauka ”
Those were the three laws, ladies and gentlemen.
I have figured out the laws that govern these commercials but I am yet to figure out how to escape these commercials. It does not seem like happening during my lifetime, In fact, I fear that even after death when I ask the Almighty upstairs -”God , am I going to get heaven or hell. What are my chances.? “ The Almighty would just stand there eating a Britannia biscuit and smile “Son , its 50/50”.