Over the last few weeks I noticed a few AI generated advertisements being used by Indian companies. Few of these were spotted online but I saw one during prime time slot on TV. My immediate reaction to these was confusion because they obviously do not look real and I can immediately tell something is off about them. The way each shot is framed, the speed with which the limbs move, the skin tone, the actual plot of the ads; they all felt off. My immediate next reaction was to think about the previous ads these companies made. If you ask me now, I can hum the jingles of these older ads but I cannot tell you what the plot of these newer AI ads are. By definition, this means the older ads were memorable and conveyed emotions that were absent in the AI ads. I am not a marketing guy. I am not in the advertising industry. But I am a consumer and potential customer for these companies, and instead of positive brand association, these upset me immensely. Story telling is an art form that can only be mastered with trial and error, effort and practice but not with a cost/benefit analysis.
Tata Gluco+
Tata Gluco+ is an energy drink? Flavored water? ORS alternative? I am not sure. I have heard of this product before but I always thought it was premium mineral water but after watching this ad it feels like a product I will never touch. The plot of this ad is that there’s a group of young people who seem to be leaving a cricket stadium after the match and leave a lot of trash behind. Then it cuts to a pair of cleaning staff who are sad (and are shown to be older) presumably because of this trash and a guy who’s leaving the stadium notices this. And his immediate reaction is to drink Tata Gluco + and blow air out of his mouth strongly? Other people notice him and join. They all do the same and all the trash just transforms into a giant sphere and gets thrown into a garbage truck that is in the middle of the stadium. Now the older cleaning staff shown earlier are happy with all of this.
I know that a lot if not most of the ads rely on exaggeration and sensationalism to convey their message. I am sure nobody thinks drinking Gluco+ will give them enough strength to create a trash cyclone. The idea is silly, has a non controversial message and can be understood easily. But the fact that they chose to generate this ad with AI tells me how little effort they think is required to sell their product to me. It tells me that this was made by someone who has a “standard operating procedure” for product launches and marketing is just a phase that they had to mark as completed and thinks doing a marketing “blitz” by buying up prime time slots during IPL is enough to sell the product. It tells me that it was made by someone who doesn’t care. I will not be surprised if the audio jingle made for this ad is also AI generated.
Royal Enfield: Flying Flea
This one hurt me. This one hurt me as a potential customer who is thinking about upgrading, looking at EVs as an alternative to the regular motorcycles. This one hurt me as an engineer who knows how machines work and who is offended by the way the in which motorcycle is just smushed around in the ad like it has no physical laws to obey. As a motorcyclist, Royal Enfield is an aspirational brand that I would love to be a customer of and own a piece of heritage. As someone who grew up seeing Bullets everywhere as a symbol of strength, indigenous engineering and perseverance. The story they always try to tell(sell) is that they are a legacy brand that’s trying to give the customers what they want. The last manufacturer who caters to the enthusiast market who wants a proper retro machine. The Old Guard. But this ad just throws it all out of the window. I am not even sure what it is trying to say because they have used the name Flying Flea and that name carries a lot more history and weight than any other product names they used before. Flying Flea was a motorcycle born out of the British war effort and was lightweight and small enough to be airdropped to the soldiers in WW2.
Bullet Meri Jaan is an iconic advertisement that shows Enfield’s product as an aspiration that every household would one day have as they grow. It is shown as a workhorse and the beating heart of every enthusiast in the late 20th century. The iconic thump of the old bullet engine with tabla in the background is something that you will never forget and is still the best representation of what the bike means to the Indian middle class. And the same brand has now used this history, chewed it up and fed it as training data to an AI generator which spat out a incoherent, incomprehensible video clip in which the motorcycle changes direction middle of the way and somehow changes colors. Royal Enfield is a brand that vehemently sticks to its legacy branding even if its for its own detriment (round headlamps, awful and unintuitive switch gear and mirrors that swivel like a wild west salon’s doors). But with this ad and by “collaborating” with someone who calls themselves an “AI artist” for their marketing campaign, they not only threw the legacy part out of the window, they are telling openly that it never was a priority for them and was nothing more than an excuse.
As I was typing this, I checked to see if there are more AI ads by Indian companies and I found the following. I did not come across these ads before doing this check.
- Britannia Milk Bikis
- Joyalukkas
- Tata Cliq (They seem to do AI ads even in print, not just digital)
- ITC
- Coca Cola India
- Times Prime
- Dermi Cool
- Jumbo King
- Ajio
I don’t know why and I don’t think I can find the right words to express what this makes me feel but the my immediate response to seeing these is offense. I remember the Vodafone ZooZoo ads from 2009. Almost everyone calls Pugs “hutch dogs” where I live because of that one advertisement by Hutch. Ads, when done right, leave a lasting mark on the customers and tell us a story by representing the faceless corporations. These corporations don’t owe me anything and I am nothing more than just one more customer for them but I feel like we can do better than whatever this is. I’m sorry to put you through all this. Here’s a link to Bullet Meri Jaan as compensation: