ibibo.com, a popular social networking website, is trying to entice the young users with an on-your-face, bold sort of campaign. Here, we review it and leave it to you to rate it.
As it’s apparent, two young girls are engrossed in a deep discussion.  A third girl, not part of it, is intently overhearing their conversation. Here’s what they are talking
Girl no. 1: Last night XXX came to my farm and stole…
Girl no. 2: What, your heart?
Girl no.1: No, my melons.
After hearing this, the third girl 3 promptly gets up, all riled. She quips: “You impressed XXX with your melons? I will also do so.”
Girl 1 then giggles. Pointing to her laptop, she says: “Why play akele (alone)? Play with us on ibibo farms.”
The next advertisement features a youth with a magazine sitting ‘on the pot’ and pretending to be driving a car. Obviously, He is deep in the ‘relieving’ act. Another young man then jumps up with a placard. It reads: ‘Why play akele?’ Now a voiceover goes on: ‘Presenting social gaming on ibibo.com.’
Well, there is a third advertisement from ibibo.com as well that’s even bolder and more on-your-face kind. Ashish Kashyap, ibibo’s Chief Executive Officer (CEO), is apparently aware of their bold, brash tone. To make sure that they got the language and the tone right, the CEO spoke to his online users before arriving at the right brief for Bates 141.
The brief for its creative agency was just to speak the Indian youth’s language. Echoing the same, he explained in a recent interview that the youth is their target audience. Since they understand edgy and quirky takes, and they seldom straight talk, the company made a decision to communicate in their language. That meant it had to be very English, and not vernacular.