Very often anti-piracy ads issue stern warnings against violating the laws and take the cause and effect plank. However, McCann Erickson, the global agency for Microsoft, has used humour to raise a serious issue like pirated software in their new TVC for Microsoft.
Prasoon Joshi, Executive Chairman, McCann Erickson India, and Regional Executive Creative Director-Asia Pacific, has worked as the Creative Director of the campaign.
The TVC opens with a horse race, where a white steed leads the race much to the delight of the spectators. Even as the crowd roars, the white horse comes to a sudden halt and refuses to budge even as the other horses race past. Suddenly the jockey gets off the horse and to everyone’s astonishment, starts humming a popular song ‘Aaj mere yaar ki shaadi hai’ making a trumpet sound with his voice.
On hearing the song the white steed is all charged up and starts racing again quickly overtaking the other horses and emerging the race leader again. The crowd cheers the horse enthusiastically, when the horse comes to a halt in the middle of the race track again. The jockey once again dismounts and this time flashes a few rupees in front of the horse while humming ‘Aaj mere yaar ki shaadi hai’ all the time.
At this, the crowd realises that it is not a race horse after all but a mare used in weddings and breaks into laughter.
A voice over says, ‘Shaadi ki ghodi se race nahin jeeti jaati’ (One cannot win a horse race using a wedding mare). The accompanying visual shows a Microsoft logo with a line stating ‘Ask for original Microsoft software’. The voice over continues: ‘Business ke race mein bhi aage badhne ke liye chahiye sahi standard. Jaise original Microsoft software.’ (To lead a race in business too one needs the correct standard like that of original Microsoft software).
Commenting on the TVC, Vineet Durani, Marketing Lead - Original Software Initiative, Microsoft, said, “We are targeting the big size business enterprises as well as small and medium enterprises (SMEs), where we see growth. The commercial speaks to this target audience who want to become big and need the right kind of standards. The commercial would be aired in movie theatres, online media as well as on different formats. We are targeting 13-14 top cities in India. We are trying to bring home the point that using pirated software for professional use is compromising on the standards.”
The 45-second TVC is currently on air in six languages – Hindi, English, Tamil, Telugu, Kannada and Malayalam. The print campaign will be in two additional languages – Gujarati and Marathi. The TVC is being aired on most news channels and some GECs like Star Plus, Zee TV, Sun TV Group and others. It would also be aired in the business section of websites like Moneycontrol.com, Rediff.com, and Yahoo!.