Sometimes, ads pop up at the wrong time. Axis Bank came out with a new campaign, Double Bhorosa, highlighting the point that Max Life has become Axis Max Life. The endorsers are Rohit Sharma and his ever-bubbly wife, Ritika.
The assumption is that they make a great team. The campaign wants to promote the concept of "double bhorosa," how Rohit and Ritika Would provide double bhorosa for their two children.
Creative and cute, but a doubt creeps into my mind about the timing!!! Both the so-called Bhorosa guys in the Indian team, Rohit and Virat are not doing well. In fact, Rohit is not even playing and the ad is doing rounds! Bad timing, Axis Max Life Insurance!!.
KitKat, fingers crossed, is a brilliant advertisement. Very topical and right on the button. The question is, "Who could have been the celebrity endorser? (if KitKat had used one).
The person who comes to mind is Ritika Sajdeh, wife of Rohit Sharma. It is well known that Ritika keeps her fingers crossed all the time when Rohit is playing. It is a superstition, just like Mohinder Amarnath, who always kept a white handkerchief in his pocket.
Another very apt association was for a television programme called “Chutki Bajake,” which featured the famous Marathi actor Ashok Saraf. The hero in the serial snaps (Chutke) his fingers and gets involved in very interesting adventures.
Fevikwik was the sponsor. The connection? Fevikwik was running an advertisement that showed a boss (Satish Shah) clicking his fingers and getting frantic attention from his harassed lady secretary (Renuka Sahane). The solution to the problem is that the secretary puts a small drop of Fevikwik between the thumb and the index finger of her boss. He can no longer click, and when he can’t click, he can’t order his secretary around.
Whenever Ashok Saraf clicks his fingers in the serial, one immediately gets reminded of Fevikwik. The double whammy in the title of the serial also reminds the viewers of the Fevikwik. There is a wonderful marriage between the Fevikwik and the programme.
