Deliciously refreshing

AGKSPEAK

Minute Maid's original and insightful television commercial will drive consumers to the brand

What I've liked
Missing in action

Okay, so it's not the hottest or the most creative ad that I've ever seen. But having been assaulted with countless attempts by creative teams to find that crucial insight into the most hackneyed of all products "" soft drinks, I must say that the latest Minute Maid commercial rises above the rest majestically.

Its tagline 'Where's the pulp?' is so strong in its insight that all else fades in comparison. Flagging off freshness, naturalness and good health all in one go, this one caters to all the requirements of the ROI benchmark. It's refreshing, very original and impactful as a result.

Take for example, a competing mango beverage brand which pegs its creative on seedless mangoes. Now that was a tough one for me to fathom. Simply because the mango seed is what most kids (and grown-ups) go for in a mango! Sucking on it like a lollipop is what makes a mango seed exciting for mango-lovers.

So it was a bit puzzling to watch the lack of it (the seed) being touted as a benefit. Whereas on the other hand 'pulp' perfectly captures that fresh, delicious, very tangible reason why we all reach for a fruit drink to quench our thirst. One has to admit, Minute Maid has a winner of an insight on its hands and it is definitely going to drive consumers to the brand.

What I've learned
I win...if you win

It is not without reason that people say: The greatest truths are also the simplest. And happily enough, if you are an Indian, then your ancestor would have already articulated them in the crispest and most lyrical manner possible. One of these gifts from the past is the saying: 'Sarve Jana Sukhino Bhavantu,' which means, "May the people of the world live happily".

Simply put, it means no one can win at the cost of another. In the long run, the person who pays the cost will be the so-called winner of today. Concern for the welfare of one another was quite the norm until not so very long ago.

Back in the days of post cards and inland letters, it was letter writing etiquette to begin with the salutation: 'Ubhaya khushalo pari'. Roughly translated it means "hope both of us are equally happy." But we seem to have forgotten the critical insight handed down over generations that both content and discontent have a ripple effect that affects all of humanity eventually.

You know the saying "When you are happy, your neighbour is happy, when he is happy, the street is happy, when the street is happy the village is happy...and so on till the world is happy.

Well, global warming is a perfect illustration of this truth. Rampant and ignorant use of resources half way across the planet from just a couple of decades ago has resulted in Mumbaikars needing room heaters in February today.

I had placed someone in need in an organisation not so very long ago and in about a year, he quit without a word to me. I knew about it only when the management called to let me know. That set me thinking how could someone shut an open door forever without a second thought? I would never extend my hand out to him again, would I?

And yet, it was so simple for him to have avoided this negative impression. Concern for the person who gave him the opportunity could have resulted in reciprocal concern. Whatever be the context, the key to success and happiness, is to have concern for the other.