The Einstein Effect

Till now you all must have heard of a lot of effects like photelectric effect,'Raman Effect',Greenhouse Effect ,etc etc….But today,I am going to discuss a totally different effect - which is a very recent discovery -- 'The Einstein Effect'

Confused !! OK guys,there is nothing really to get amazed,or nothing so scientific to scare you away.

Some days back, at a shopping mall,I noticed an ad,in which Einstein was selling the new model of Corolla.I was so spellbound with the ad ,that I decided to call it the ad with the 'Einstein effect' -- Spellbound not by the excellence of the ad,but by the audacity of the ad-makers who didn't even spare Einstein to campaign for their product !!


There have been so many sceintists in the past so many decades,and they have discovered so much,that it leaves really nothing for ordinary mortals like us to discover….But that is not the case with our ad - makers.So never under-estimate the power of our advertisers.

And as the saying goes
"Creative thinking is not a talent,it is a skill that can be learnt." -- Edward de Bono

So our advertisers have learnt the skill of creative-thinking and this time they have come up with a totally different ad for the new Corolla which looks something like ..

[Think big]/[Drive smart] = [Downpayment amount] + [Early monthly Installment]
Which resembles the standard Photoelectric equation E = hf = KEmax + W0

And the best thing is ,that the ad contains the car pic along with that of Einstein(something similar to picture pasted above) brooding over something(may be ways to improve the car further) :-)

Now atleast I couldn't draw out any relevance of the Einstein's photoelectric effect with buying the car in installments.And the worst thing-- that our admakers didn't even spare Our respected Einstein,to stay away of their ad-compaigns.They did their every possible bit to exploit Einstein's intelligence and somehow link it to their New car launch.Does driving a Corolla make you feel intelligent ?? It doesn't seem to me atleast,may be because I don't own one !!


The beguiling advertisements

Ever since the whisky ads were banned on screen,the ad-makers came up with fallacious ones.'Khoob jamega rang,jab mil baithenge teen yaar,main,aap, aur mera Bagpiper …club soda added to the end(just like ashwathama maara gaya in mahabharat with an added 'eti gajah' (that who is elephant) in the end -- and that too in a feeble voice…Are they selling the brand Bagpiper for the whisky,or the soda ?..And by the way,who would need the soda without the whisky ??

Another one in the list --- 'Its your life -- Make it large -- Royal stag'…What has life being large got to do anything,with drinking Royal stag - may be ,it refers to your big-swollen-eyes- state ,which you achieve after being hit by your wife when you get back home,after getting completely drunk :-)

I feel like proposing another such ad for such deceivers -- 'Its your life--do you want a larger-than-life image -- drink this xyz'-- free your soul of your body and since your soul will not be bound to have the shape of your body-- you'll obviously have an image which is larger than your life…..It might not look so relevant with the whisky ads--but looks quite relevant with the cigarette ads….

The cigarette ads

I hate going to the movies late,for the simple reason,that I can't sit like a stupid trying to figure out what might have happened and then explaining myself that what follows is a result of something that happened possibly.But ,what I usually get to see ,as a prelude is,some people drowning and akshay kumar risking his life to save them and later on ,coming back smoking a 'Red and White' cigarette ….saying 'Red and white peene walon ki baat hi kuch aur hai.Later on,when such ads were banned,they came up with 'Red and White' bravery awards,the relevance of which still is something that is beyond the comprehension of the general public..

And even after so much of deceit,these ad-makers manage to make such ads

'50,000 people died of smoking last year,but the Rest are just doing fine'

What do they mean ? Are they ok with 50,000 people dying every year ??

The Irrelevant

Do you guys remember those condom ads with horses running all around ??Really wonder if horses have anything to do with the condoms(a very bad idea to hint sex)….Moreover,I could never understand what those girls had got to do with those razor ads (Gilette,7 0'clock …)

Among the most recent ones,the 'Dew' ad…..someone please explain me,what has drinking 'Dew' to do with rock climbing,or trecking or doing such so called 'cool' things….And people are also talking of that new 'Sania Mirza' ad for sprite,in which she blabbers all through the ad and in the end,comes up with some stupid reason to drink sprite.

One of the most irrelevant ads that I ever liked,though it was shameless advertising anyhow,was the subway ad,the hoarding of which read like

'SEX !!!!-- Now that we've got your attention ,can you please come and eat at subway'

Intelligent ads

However incongruent the above ads might seem,it doesn't mean that there aren't any relevant ones.The first in the list (which I really find intelligent) is some investment's ad(I guess 'kotak mahindra') in which a kid notices that there lives a sweet girl just opposite to his house,he plants a small plant,which grows up as he grows,and later on,he uses the branches of the so-formed tree to reach the window of his girl-friend's house and is finally able to be-friend that girl -- an ad which really shows the power of investment and plants the concept right in the mind of the viewers…..

Another ,in the list ,is the 'Hutch' ad ,where the dog is unable to follow the kid to the toilet but the ad hints,that the 'Hutch' network can follow you anywhere,even places where you 'best' mates cannot !!

Among the other 'good' ads are fevicol which again stresses on strong bonds through various means….and feviquick(remember,that man,who goes for fishing and putting feviquick instead of bait to catch an instant fish !)…

Apart from these, most of the cosmetic ads are quite relevant,with the exception of being over-hyped sometimes.

Apart,from the ad being intelligent,one more unique thing about the ad is when it is so catchy that it gets cultivated deeply within you.For eg the 'Nerolac' ad,the song became so popular that when-ever you went out with the idea of re-vamping your house,you instinctively bought 'Nerolac' paint.Similarly,the association of 'coca-cola' with the term 'Thanda' seemed to work out a lot for the company(though there is nothing so intelligent about the ad)..Same was the case with 'Dermi-cool' linked to 'Thanda Thanda' powder,which outsold 'Nycil' completely atleast for some time

Finally ...

So,a message for the ad-makers :-- Make ads which have atleast some relevance to the product….Even the brands who were using celebrities to sell their product,changed those ads with time just to sound pertinent at that time.For eg lux,initially had sreedevi as its brand ambassador,later on Madhuri ,Juhi -- actresses kept changing,and finally it even dared to pull 'shahrukh khan' into the ad.(So they even tried associating males with beauty)

And as a hint,for car ads, an ad which I somewhere read and even liked a lot….the driver driving the car,the the couple making love at the back-seat of the car - just to connote how smooth it was to drive that car !!