Monday, June 09, 2008
There is beauty everywhere. And these are the people that an Optimist lives for. Something that renews and rejuvenates one belief in the inherent good of mankind and particularly our fellow citizens. Unilever presents this years 10 Shada Moner Manush (Humans with a pure heart!).
These year's 10 recipients come from varying religious, geographical, age, gender and economic category. They have been nominated for differing work they have done in different fields. But they share one thing. The desire to put others before self. To put their nation before themselves. To do good for mankind (and in one case the environment!). They are examples one should bow our heads to. And pray that hopefully one day we can be like them. And even if we achieve a little bit of that. I think this nation will be so much more than it is today.
This year's Shada Moner Manush are (picture left to right):
* Shudhir Chandra Bardhan
* Rokib-Ud-Daula Akonda
* Shrimongol Tilokand Mohathero
* Md. Shamshuddin Mandal
* Kanai Chondro Das
* Fazilatunnesa Bulu
* Dr. Khalekuzzaman
* Manobendronath Sharkar
* Jahanara Begum
* Md. Jahir Alam
We at Adcomm are proud to be part of this process.
Here is what the Unilever has to say about this.
Nowadays, in this tech-savvy world, people are becoming more and more self-centered. The complexities of the modern world are making people think of themselves as they don’t have a choice. The so-called moral values are lost in the maze of globalization. To keep up with the pace people don’t have time to look anywhere else. We are tapped by a society that has stopped thinking and feeling. Don’t we have anything left?
Yes we do. When we get to know that a working person from a remote region of the country is working to help others, completely ignorant of his or her own benefits. Instead of thinking of personal financial betterment the person is thinking about people, the society, and the country. Unmoved through the hazards of life, they continue to help humanity. We can’t help but hope when we know that quite a number of people, in different regions of Bangladesh, are silently doing their duty for the people. Maybe it’s true that most heroes are anonymous. That’s why we don’t get to know about them much. But the fruits of their works are benefiting thousands, protecting the nature, improving the society. Ones who rise up from the limits of selfishness and think about welfare of the society they are mostly selfless and unspoken of. White stands as a symbol of all that is beautiful, soft and beneficial in the world. And these people have a white heart or in other words they are “SHADA MONER MANUSH”.
In the year 2006, Unilever Bangladesh Limited has taken up the responsibility to find these blessed people from all around the country and introduce them to the people, so that everybody else will follow their example. The call to these people went out in the form of advertisement where people were encouraged to find “SHADA MONER MANUSH” and ones who did would be rewarded. The hype was so intense after the announcement was made in all the television channels and newspapers that three thousand recommendations were submitted. After cross-examining all the recommendation the top ten “SHADA MONER MANUSH” were chosen.
Our production company Screaming Girl Production just produced the superb TVC for ACI's Freedom Sanitary Napkin. The brilliant script was by Shawon of Grey Dhaka. Meticulous direction was by the very talented Piplu.
Here is the making of video. Enjoy!
And here is the first of the two TVCs
Sunday, June 08, 2008
Off the bat I must apologies to Amitabh Reza for saying in last month’s review, that he produced the Banglalink Desh 3 TVC. I was wrong. He is wise enough not to repeat the same mistake thrice. The dubious distinction for that ad belongs to Kislu. Thanks to all who pointed out this error on my part. Also for all those emails and sms’ telling me what you thought of the critique. I believe conversations like this can go on to make better ads. Keep your comments coming. So on to the new month.
As far as executions go, I thought the launch ad was weak in many areas. A TVC of this magnitude should have been better produced. Though the idea was strong, I believe the execution let it down. I had to see it a few times before I figured out what they were talking about. The story line was week and the computer graphics had much to be desired. The worse part of it was the music track. It didn’t have the empathy that visuals tried to convey. Often when producing commercials, we focus on the visuals and forget that audio is an integral part of the viewing experience.
The second TVC did the opposite. It has a super music direction. However the song needed to have more oomph in it. Needed to have the urgency of Nazrul’s “chal chal chal”. The current lyric, when I spent time trying to listen to it, was really motivating. But one needed to make an effort to figure it out. I am afraid the consumer will not give you that luxury.
End of the day I think the Agency overall did a good job. It will get the desired impact of making the BSRM name more familiar not only to people wanting to buy the steel product, but also to those potential investors when this company floats their IPO in a few months.
On production value for TVC 1 I’ll give it a 4 on 10 - it could have been so much better. On idea, a 5. On production for TVC 2 I’ll give it a 6. On idea a 6. Overall: Campaign 6.
For the Crown Cement TVC, on production value I’ll give it a 7 on 10. (Must have spent a bundle on getting those boats in place). On idea a 6. Overall: my highest till date – 7.
Nazim Farhan Choudhury is a busybody at large with Adcomm Limited. He has over 14 years experience of pretending to be an advertising man. To his utter surprise he even succeeds fooling some people some of the time. His greatest fear now being that after reading these writings he will be exposed. You can as usual send angry emails to him at email@example.com or visit his blog http://nazimfarhan.blogspot.com. Or send over fat envelopes filled with greenbacks for great reviews next time!