The commercial opens with a woman opening a bottle of juice in a café, and as she opens, it is shown that the buttons of her jeans pop open. The next scene is a sequence of shots where it is shown as people are drinking soft drinks, their blouse buttons, shirt cuff buttons etc are popping out. The entire café is now filled with buttons flying all over the place with people trying to defend themselves from the buttons. In the next scene, it cuts to a girl sitting in the café and as she opens a can of D’lite, the buttons stop flying and freeze in air. She takes a sip from the D’lite can, looks down to see if her button pops out and it doesn’t. It ends with a VO that says ‘Most Sugar based cool drinks have extra calories, switch to Sugar free D’lite. Its 99% calorie free’.

It is a light take on the fact that by drinking sugar based soft drinks, it leads to bulging pot bellies, love handles and extra flab because of excessive calories. Therefore one should switch to Sugar Free D’lite. The idea, though exaggerated, has been communicated well. Popping buttons is an ingenious concept to depict the woes of obesity. Although with buttons flying everywhere, the viewer is stranded for a while not knowing where the TVC is taking him through this chaos.

However the only message this commercial implies is that by drinking this energy drink, one doesn’t become obese. Is that the only requirement one wants from an energy drink? This ad seemed more like in the genre of Diet Coke or similar products than an energy drink. Many viewers are in the opinion that though the ad is modestly comic, it needs to be positioned better. Energy drinks like Red Bull use the concept that after their drink one gets a boost to do anything which is depicted as a metaphor from their tagline ‘Red Bull gives you wings’. Reputed ad professionals feel that energy drinks need to break away from conventional advertising and must create a class apart if they wish to woo the market, especially today where the consumers are more vigilant to their surroundings.

CREDITS

Creative Team:

Meenakshi Acchan
Anisha Sareen
Vihar Patkar

Account Management Team:

Neville Medhora
Vimesh Shah
Gargi Chawla

Production House:

Lemon Yellow Sun