Rajnigandha Finally Shines with ‘Achahai Ki Chamak’

‘Achahai ki ek alag chamak hoti hai’

We wonder if the ‘Chamak’ is able to drive a mouth-freshener brand! ‘Goodness that Shines’ has been the underlying concept of Rajnigandha Silver Pearls’ marketing strategy. The campaign kicked off early in August with a TVC featuring Priyanka Chopra.

To put it subtly, the TVC was a total bummer, absolute waste of resources because it failed to establish a strong connection between the product and the visuals. We couldn’t help analysing the advertisement #FrameByFrame. Here are the statistics: Most of the viewers watching Priyanka Chopra in the TVC and the tagline appeared to be a jewellery ad rather than premium mouth-freshener. Only if the brand didn’t mean that their mouth-freshner will make the teeth “shine”, as the tagline suggests ‘Goodness that shines’ (pun intended).RajniGandha Silver Pearls

As part of their fire-fighting strategy, a month later they launched Pearls of India digital campaign to explain the ‘AchahaiKiChamak’ TVC. Well! Rajnigandha you deserve all the love and sympathy. The audience could pick on the brand message only with the videos and a few social trends, which were a part of their digital campaign.

Until now the Pearls of India series has ‘The Story of Pintoo Uncle’ and ‘The Story of Chacha Chachi, Spiti.’ Finally, the TVCs could define what does the brand means by ‘Achchai Ki Chamak.’ With real stories, real people being featured in these digital advertisements, the campaign has got its due on social media. As a Digital media savvy, we knew #PearslOfIndia was a promoted hash tag but it fetched decent number of views on the videos.

IMG1 (2)
IMG2 (1)

A #FrameByFrame analysis of the video helped us understand why this campaign got successful and the other one failed despite having top Bollywood actress as ambassador. The new campaign launched as ‘Pearls of India’ clearly defined the “Goodness that shines.” Hence, the audience could consume the content well, unlike the earlier one, wherein Priyanka Chopra indulges in a self-depreciating monologue and ends it with ‘Achchai Ki Alag Chamak Hoti Hai’. The TVC leaves you thinking what is the “achchai” in the elaichi and how does it make you shine, if it’s. But thanks to the additional videos, the message now stands crystal clear just like the Chamkili Achahai 😛

Watch out both the advertisements on Mad on Ads and share your expressions on each frame by clicking on the smileys. Say Yay to #FrameByFrame

BIBA Pushes Beautiful Change With New TVC

Old ways do not open new doors

Change is always beautiful. But are we ready to embrace the change in our society? Are we ready to slash our egos and support gender equality? Half the men will say YES right here but we bet only a handful of them will truly support the cause. Well, BIBA the ethnic clothing brand in its latest TVC has said loud and clear that Change is beautiful. The TVC questions the entire concept of arrange marriages in India leaves us in ‘Can it happen..?’ state of mind.

The TVC opens with simple question by a daughter to her father – “Papa, sirf samose khilakar kaise decide karloon ki zindagi isi ke sath bitaani hai?” We see the nervous bride-to-be asking the most valid question but sadly the father has no answer so he changes the topic.img1Then we switch to the customary meet and greet with the boy’s family. After a series of whats and hows, the boy’s family readily agree to the ‘Rishta’. But the real magic unfolds at 1:09 when the father expresses his doubts about the guy and asks if he knows how to cook and take care of the family. Also, can we please ‘Salute’ him for the comeback at 1:25?IMG1 (1)Followed by a series of awkward glances and ‘My Beta is My Prince’ kind of explanations, at 1:20 the groom’s mother cleverly justifies her beloved son’s inability to cook. We feel you bro! Just hit the ‘F*ck you’ smiley and you’re done!IMG3
But let’s agree that 1:38 is the winning moment of the Ad. Blow kisses, like or even salute the guy for being a total sport. Just then the groom asks the father to come visit them after a week till then he would learning cooking 🙂 *Please pass the tissue box* the males in the ad leave us ‘Awwing’ and also secretly wishing for such men in our lives.IMG4Change is beautiful and we’re changing the World of Ad Viewing and Expressing with Mad on Ads. Go check out this and lots of other wonders and bizarre from the Ad world on
online ad review platform and express your views with Smileys. Not just that, earn MOA Points and get lots of goodies too 🙂 take the smiley way now!

Decoding Advertisements Frame by Frame

Did you see the Snickers TVC – ‘Kyunki Hunger Acche Acchon Ko Badal Deta Hai’ starring Sonam Kapoor? Were you able to figure out what the advertisement is all about until its 16th second when the actual product appears on the frame?

Well, let’s decode the ad frame by frame!

Here’s the opening frame of the TVC that shows a group of friends travelling in a jeep. The next shot shows them in a troubled mood due to the problem in their jeep. This frame evoked the ‘Sleeping’ emoticon, because c’mon, nobody likes to do the dirty job! Especially, when it involves pushing a non-functioning car!

1st frame Snickers 2nd frame Snickers

The ad then takes us by surprise as the gorgeous Sonam Kapoor appears in a shimmery party dress, evoking a whole lot of ‘Likes’. Complaining about the difficult task of pushing the “Bailgadi” as she calls it, her “heroine” tantrums does call for “Likes” and “Blowing Kisses” smiley.

3rd frame Snickers 10th

The guy then prays to his Darling (the jeep, in this case) and debates with Sonam Kapoor in an unusual manner. What evoked ‘Surprises’ is when the other friend refers to her as Rocky!

snickers collage 5

Finally, the product is displayed on the frame and we get the message loud and clear: Grab a Snickers because ‘Hunger Achhe achhon ko badal deta hai’!

6th frame

So, when hungry, simply grab a Snickers! Lastly, we loved the ending frame where Sonam Kapoor transforms to the original character.

snikcers collage 2

Snickers brought in their global award winning concept ‘You’re not you, when you’re hungry’. They ensured that they promote it in a fun and quirky manner in the Indian market too. The storyline is indeed superb and deserves appreciation. If you agree with us, click on the link below and express your emotions for the advert frame by frame.

Sentiment Analysis of Pepsi Thi Pi Gya TVC

Whether it was ‘Oh Yes Abhi!’ or ‘Yeh Dil Maange More’, Pepsi is known for striking the right chord with its consumers through their marketing campaigns. Generally its association with Bollywood celebrities and cricketers that made the audiences connect with the brand, in their latest campaign they failed to build that connection. We aim to find out what exactly clicked with the Pepsi audience and what did not through a sentiment analysis on the basis of emoticons provided by real users on the platform.

The Pepsi Thi Pi Gya TVC shows students union clad in black kurtas protesting against a fee hike in college. Different media platforms compared it to recent protests led by FTII students and found it insensitive to be taking a dig over it through the TVC. PepsiCo India spokesperson refuted any resemblances with the protest and mentioned that it was just the irresistible taste of Pepsi that has been talked about in the TVC.
Here’s a #FrameByFrame analysis of how people reacted to Pepsi’s latest ad campaign Pepsi Thi Pi Gya. As anybody watches the TVC on MadOnAds, one starts feeding in the emotions they feel while watching on every frame of the ad.
Out of the total sentiments received from 500 people, 49.5% sentiments were ‘Like’, which clearly states that overall people liked the ad. As we sliced the data further we came to know how people liked different moments of the ads. And that’s how MadOnAds is capturing #FrameByFrame reaction of users.

Maximum people liked the 38th frame of the ad, when the student finishes drinking his Pepsi while the hunger strike is going on.


As he finishes his statement, “Pepsi Thi Pi Gya” and the student leader stares at him, maximum people watching the ad blew kisses on the 48th frame.


The next high moment is when everybody turns and he again opens the bottle at 52nd frame of the TVC.


While there has been a mixed reaction at the 21st second of the TVC as Pepsi appears in the frame, most of the people found it to be boring and hence clicked on “Sleepy” emoticon.



While there are many who liked the TVC, there have been people who dropped even before completion of 25% of the ad, i.e. before 16th second. Out of these, 12.6% of frames were given a ‘F**K You’ emoticon and 8.7% frames of the first 16 seconds were found to be boring or ‘Sleepy’ as we call it on MadOnAds.

Wait… we have not garnered only negative sentiments here, people clicked on ‘Salute’ on 10.7% of frames in the first 16 seconds. An equal number of initial frames were found to be Surprising. Did people find protests in an advertisement to be surprising?


Pepsi being a very playful brand till now, the audience wasn’t able to connect and did not even wait to make its product to make an entry and left. That’s all to be thought upon by the creative director of Vivek Kakkad from JWT or the media planners of PepsiCo.

If you wish to find a similar analysis of an advertisement, write to us in the comments below and we shall fetch you the right sentiment analysis based on the feedback provided by organic users like you. Till then, watch and reviews ads with smileys on every frame!

Top 5 Indian Ads in 2015

Advertisements on digital medium have been shaping the mood and environment of the people across the globe. It seems virtual world has been defining the directions for the real world to follow. Find out which were the most impactful advertisements of 2015. As you watch them here, express your views by clicking on the smileys #FrameByFrame.

1. Mauka Mauka
Mauka Mauka campaign showing Pakistan and Indian fans in a face-off has been a hit among the viewers. The TVC makes fun of Pakistan losing out World Cup every time, by showing them packing and repacking their crackers every time. It was liked so much that an ad was prepared ahead of the semi-final match of India & Australia, but as India lost it was never aired.

2. Fevikwik Todo Nahi Jodo
Released during the ICC World Cup 2015, the ad has been one of the best TVCs that has reflected the brotherhood connection of India and Pakistan in a light-hearted manner. Showcasing the Beating Retreat ceremony at Wagah Border, the ad shows an Indian soldier helping the Pakistani soldier stick his shoe sole and save him from facing embarrassment.

3. Ambuja Cement The Great Khali Ad
Former WWE World Heavyweight Champion, the Great Khali couldn’t have used better than this as a brand ambassador. Ambuja Cement made the most of it and people on social loved the LOL moments the advertisement showed Khali taken over by his physical power.

4. Anouk Bold Is Beautiful
The Myntra advertisement, featuring one of its brand Anouk, was being talked about everywhere for featuring a lesbian couple. The couple is shown to be taking the “bold” step to “not hide it anymore”. It has surely been one of the top advertisements for bringing out some of the realities of the urban world, other than the Red Label TVC that shows a live-in couple.

5. Dove: Choose Beautiful
Did you? If you were given an option, which one would you’ve chosen for yourself? Well, the Dove TVC shows how the door a woman chooses is connected to their self-confidence. The campaign was to encourage women to choose beautiful and feel more confident, while others who passed through the average door reported that they didn’t really feel good about it.

You think we missed out on an important TVC from 2015? Write to us and we shall include them on our online ad review platform.