Viral Ads are the flavor of the day. Webchutney has been making some pretty interesting virals of late. Today I came across this new one for ICICI Prudential. Themed on the bllywood movies of 1970’s it has an animated Mr. Bachchan look alike talking to a doctor about his ill mother. The doctor than prescribes some medicine, and adds, in a perfect 1970’s flavour, “Tumhari Maa ko Dawaa aur duaa, dono ki zaroorat hai”. Our hero somehow manages to bring the medicine.

Cut to the hero’s home, the ailing Maa is more interested in knowing where did he arrange the money for buying all the medicine. The hero gets slapped 4 times in the process. Suddenly he shouts to reveal where he got it from.

The idea has been executed perfectly. Contests2win.com has created the ad. The ad catches the attention of the user instantly. In a cinema crazy country like India, the viral successfully gets the user fascinated using popular, stereotypical characters.

Someone, asked me, which movie they have spoofed in this viral. I told him this is not from one single film. It’s a spoof on the 1970’s kind of cinema. Good hero, ill mother, poor household, rain, drama, aspiration to become a doctor/engineer/lawyer. The concept has been created very well, but more than that it’s the deft execution and crisp animation that stands out.

For those who tuned in late, a viral is an ad that is viral in nature, meaning it spreads from one recipient to another. These kinds of ads are easily passed on as email forwards by the recipients, creating the desired viral effect.

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