When ACP Pradyuman's "Daya darwaza tod do" doesn't work on Godrej Superia

By Suraj Ramnath , afaqs!, Mumbai | In Digital
Published : July 07, 2016
The CID duo is back, but this time in Godrej Superia's digital ad film created by JWT.

Remember ACP Pradyuman's famous dialogue, "Daya, darwaza tod do," from Sony Entertainment Television's show CID with Daya actually breaking the door? Well, the duo is now in an animated digital ad by Godrej Security Solutions for its product Superia, which is a safe. The ad has been conceptualised by JWT India.

The digital ad film starts with Daya's childhood habit of breaking anything and everything by kicking with his leg and by the time he grows up, ACP Pradyuman sees his skills and in every crime scene, he orders, "Daya darwaza tod do". But, in one such case, the powerful Daya is unsuccessful after kicking the door, and instead, ends up breaking his legs. When he sees the brand name in the end, it is Godrej Superia's safe that is extremely strong even for Daya's legs.

In general, it is seen that brands do in-serial or in-movie integration, but this is the first time that we see a brand use popular serial characters and do an in-advertising/in-brand integration. We asked our expert about it and this is what he had to say.

Navin Kansal

Navin Kansal, national creative director, Indigo Consulting, a digital agency that belongs to Leo Burnett, says, "'Daya Darwaza Tod Do' is a meme that has been around for a while. While it's a contextual fit to the product benefit, it would be stretching a bit to say that the digital film is a conscious endeavour at doing an in-brand integration of the serial."

Talking about the execution, Kansal says, "The illustration style and the animation is a throwback to the kind of viral-animated videos that used to be the norm years ago. The visual language and aesthetics have evolved ever since. While the script has its fun moments, a moot question to answer would be whether the execution will appeal to the sensibilities of the TG, for a product that all will like."

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